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"The Art of Walking" Season 2 – Propagating Yunnan’s Steam-pot Chicken,

Creating Art while Walking

"The Art of walking" Season 2,

Main Event: Building a Museum For Chicken

We are constantly exploring creative ways to instill commercial value into art; when consumers are presented with an art installation that seems to have no relation to a commercial campaign, the commercial value of the product is often much higher than expected.

A journey, many artists, several destinations: “The Art of Walking”. Along the journey, artists are immersed in and inspired by the surreal landscape, creating art with an emphasis on experimentation, experience, unexpected occurrences and truthful events. An artistic journey that promotes the preservation of the beauty of nature and culture. By associating a specific product to a specific firm, that firm becomes the symbol for that product. Creating a strong correlation between a cultural concept with the firm and its product increases the likelihood of consumers willing to purchase the product at that firm since the product is now culturally significant.

Particularly, this project was completed in collaboration with Mystic South, a popular restaurant specializing in Yunnan cuisine. By creating a museum for chicken, we were able to transform the classic Yunnan dish Steam-pot into a symbol for the restaurant. Therefore, more people would dine at Mystic South when they wanted authentic Yunnan cuisine. Additionally, the artists participating on this journey also produced more than ten art pieces. Through image journaling, live-streaming, vlogging and more, we effectively communicated with the consumers. This project successfully elevated artwork by adding a commercial value on top of its artistic value.

2019 / July – August / Shangri – la / Kunming / Jian Shui / Beijing

Brand Transboundary + Event Marketing + Art Installation + Public Space + City Tour + Original Music + Videography & Photography

Mystic South – Yunnan Ethnic Cuisine x Oh, not gallery x Ergeng x Go - Yunnan