L’Avenue showing the road to a fun-filled New Year

Source: Xinhua | 2018-11-26

L’Avenue, a luxury shopping mall located in the heart of the Hongqiao Development Zone, is joining forces with the talented Japanese American multimedia artist Yoskay Yamamoto in its latest year-end campaign to celebrate the upcoming festive season with its customers.

On the evening of Thanksgiving, on November 22, an art exhibition hosted in alliance with the Toba-born-and-raised artist around the theme of “The Moment Talk to Stars” was officially unveiled during a lighting ceremony, marking the beginning of the months-long Christmas and new year celebrations at the boot-shaped trendy landmark in western Changning District.

A Japanese artist who moved to the United States at the age of 15, Yamamoto is renowned for blending iconic pop characters from his new Western home with traditional and mythical Japanese elements in his artworks, which have perfectly balanced his Asian heritage with urban pop art.

Aimed to bring a unique interactive experience to customers visiting the fashion and luxury destination, the exhibition, scheduled to last through February 24, comprises three major artistic installations: Dream House, Submerge Head and The Moon, as well as a few smaller sculptures scattered around the mall.

Sitting in the atrium of the shopping mall, Dream House is designed to be an ultra comfortable and relaxing place for those seeking a peaceful rest. Through the adoption of a warm color palette coupled with dangling star-shaped decorations, the artist has created a feeling of sweet home, as well as some delicate flair of magic and romance.

The Submerge Head, installed outside of the mall and featuring a girl’s face with a 5.5-meter Christmas tree on top of it, is built to express the hesitation, loneliness and confusion that the artist has felt in his heart and at the meantime, his sincere longings for companion and a better future.

And The Moon, another outdoor installation, depicts a crescent moon — 4.5 meters in diameter — floating on top of the clouds.

One of the most frequently touched themes in Yamamoto’s art creations, moon is often mysteriously associated with energy and power as Yamamoto was told when he was a little boy. It then remains Yamamoto’s belief, or more likely a hope perhaps, that just as he could get strength and courage from the moon, everyone in the world may also get empowered and protected by his or her own moon.

During the lighting ceremony, which was specifically held on Thanksgiving to express appreciation to the customers of L’Avenue, a heart-warming, star-themed mini musical produced by Mahua Fun Age, one of the country’s most famous theater brands, close-up magic performed by a Belgian magician, as well as live band performances were also staged to interact with the audience.

To better engage the customers with its yearend celebrations, L’Avenue is also hosting mini concert every weekend at the mall from now on until Christmas. To express its sincerity, L’Avenue is bringing a wide range of unique shopping experiences, including flash sale and lightning deals on the mall’s official Wechat account, gifts with purchases specially selected for the Christmas season, as well as various shopping coupons to reward its customers.

L’Avenue wishes everyone a merry Christmas!