Pure. It’s in the name. Over a decade ago, Pure was founded on a simple belief that there is always a better way. A singular conviction that no matter what the brand, what the product, there is a story to be told that can grab the eyeballs and hearts of people and make an impact on their lives. All these years later that vision hasn’t changed a jot.
Pure was born and raised in the digital age, in an age of exponentially increasing layers of experience, fast-changing consumer habits, and voracious appetite for content. We know all the jargon, but we don’t lead with it.
Instead we’ve still chosen to embrace some simple truths: That people love a good concept. That people will always be stirred by excellent creativity. That great, honest work will always pay dividends.
It’s all experiential, after all. As a holistic experiential partner, we work to plug in seamlessly with the modern integrated ecosystem, bridging on-the-ground brand experiences with the worlds of art and design, social media, and e-commerce. And we don’t just talk to the community of China’s brand-savvy youth, we are a part of it. Over countless projects, for many of the world’s hottest brands, we have never forgotten that this a human-to-human business.
HERE COMES THE SHOWREEL
THE LATEST // SOME SNIPPETS OF WHAT WE'VE BEEN UP TO LATELY
ADIDAS X IVY PARK "IVY HEART" COLLECTION LAUNCH
Adidas launched its love-inspired collection by Beyonce’s Ivy Park this Valentine’s Day. To celebrate this special occasion, PURE created a bold and intimate setting with red velvet fabric to create an intimate private club experience.The overall design inspiration came from the theme IT’S ALL LOVE, integrating latex textures, snakeskin prints and neon lights. It proved to be an immersive pop-up experience with vibrant red-pink colours and heart and lip patterns, an edgy representation of love and romance.
A heritage building takeover at The Bund area radiated love vibes to all passer-by through the window decals and exterior building lit up in red. The thematic journey began from a heart-shaped registration desk, leading to glossy red mannequins for outfit viewing before arriving at a styling station filled with the Ivy Park collection items. Multiple LEDs were used to create a dynamic and sensual interior mood.
In addition to the collection, PURE customised heart-shaped lollipops, a strawberry chocolate fondue, and mini champagne bottles to be enjoyed at the dessert station. To add a touch of fun, guests could participate in a fisheye photo interaction for printed photo giveaways and for sharing the love on social media channels. PURE was excited to be part of this amazing project to celebrating the spirit of love with everyone!
THE TOMMY JEANS RAFFLES CITY SHANGHAI STORE "STREET CITY" THEMATIC POP-UP
On the day of the event, a brand new red and blue iron mesh structure and LED screen appeared in the TOMMY JEANS Raffles City store, flashing the joint logs of TOMMY JEANS and AAPE. The classic red and blue colour-matching melded with a youthful atmosphere, a magnetic field created by the fusion of two iconic brands. In the centre of the space, a picture made up of many TVs added a sense of visual layering. Meanwhile, the host shared with the audience the story behind the TOMMY JEANS brand, preparing them for an encounter with skateboarding culture at a specially designed "skateboard venue" on-site. The audience sat on custom made magnet-shaped seats in the authentic street-like environs.
GOING BEHIND THE SCENES OF THE LATEST ADIDAS BLUE VERSION ACTIVATION SERIES -PART 2, FT. Lin Fanglu A key part of the ‘residency’ aspect of the latest adidas Originals Blue Version installations, in which art is used as a mode of expressing the concept, came from award-winning artist Lin Fanglu. Connecting with and stemming from the blue sunset concept brought to life by film director Yezi, Lin Fanglu set about exploring central themes around“blue as the color of the universe, light and eternity, the color of the sea and the sky”.
Famous for her work with indigo dye, Lin Fanglu was a natural choice to add depth to the adidas Blue Version experience. The immersive nature of her installations for the project, viewable in Shanghai and Chengdu, merges the digital and the physical to create a new interpretation of the universe; an expression of blue as the colour as the universe, a source of constant life and motion, something beyond the immediate, something otherworldly.
GOING BEHIND THE SCENES OF THE LATEST ADIDAS BLUE VERSION ACTIVATION SERIES— PART 1, FT. YEZI
The latest project for adidas Originals Blue Version required an entirely new mode of thinking. Like the leading edge apparel it is inspired by, the project required a level of storytelling and layering light years ahead of most brand activations. The signature event of the series touched down in Beijing’s thriving SKP-S mall. Taking its central theme ‘Martian Utopia’ as a creative launchpad, the activation combined elements of technology and the avant garde to create unique and otherworldly impression.
In order to bring this idea to life, Film director Yezi joined the project, bringing to play ideas of re-coding and subversion, challenging the space between the objective and the subjective. Her central work, entitled ‘Blue Version of Sunset, featured an extra-terrestrial 264-hour long sunset rendered in blue, as the sun would appear on the planet Mars. Yezi’s video output creates a consistent visual language for the viewer experience.
OFF-WHITE STORE IN BEIJING AND SHANGHAI IN MEMORY OF VIRGIL ABLOH It was the most sombre of tasks entrusted to Pure in recent memory - putting together elaborate floral installations in the Off-White stores in Beijing and Shanghai to mark the passing of Virgil Abloh.Part of a series of memorials, the act involved the removal of all in-store merchandise to make room for spreads of blooming flowers, all in tribute to an incredible and enduring spirit and legacy.
It was both a way for the Off-White team to express their own feelings as well as an opportunity for fans and followers to pay their respects. The installations in Beijing and Shanghai were part of a global series that also included London, Seoul, Milan, Miami, Tokyo and other locations.
SHANGHAI BVLGARI HOTEL “MORE THAN A WISH” CHRISTMAS The festive spirit was in the air as Pure used its creative and production finesse for this year’s Bvlgari Hotel Shanghai festive decorations. Under the theme ‘More Than a Wish’, the design brought to play a constellation of glittering elements to wrap the entire space in colour and light.
Highlights included a custom projection mapping on the exterior facade depicting a virtual firework display against a starry backdrop.Inside, the larger than life Christmas tree looked out over the space, adorned with myriad baubles and decorative touches. A chalet serving a festive panettone from Niko Romito’s Bomba restaurant added a sweet taste of Italian tradition to compliment the ambiance.
CROCS NANJING DEJI PLAZA POP-UP From November 25th to December 1st, a leading global casual shoe brand Crocs announced its arrival at Nanjing Deji Plaza with a one-week pop-up event. Carrying the slogan “LAI SI TO MEET YOU", PURE created a brand new pop-up experience and celebrity live event for the brand.
PURE took subway station design elements as inspiration to create a vibrant bright orange pop-up space. Eye-catching subway aesthetics became the perfect props for taking pictures, creating a must punch-in location. In addition to taking photos, there was also a gashapon machine on site giving visitors a chance to collect gifts such as Jibbitz, jelly bags, even selected Crocs shoes. A bag creative workshop also allowed visitors to share their DIY ideas, located beside an interactive braiding area and interactive message wall .
The thematic elements of “Lai Si to meet you" were all around the scene, the result of PURE cleverly used the local dialect to create a special slogan. Lai Si has the meaning of “awesome” in Nanjing dialect, the perfect phrase with which to announce the latest presence of Crocs in the city of Nanjing.On the opening day, global spokesperson of the Crocs brand Yang Mi, appeared in a Crocs live broadcast studio wearing classic warm cotton Crocs shoes, sharing her Crocs winter wear tips. In festival mood, she DIYed Crocs plush bags and bag strap accessories, showing off her individual creativity. The live broadcast room was filled with a lively atmosphere, bringing the winter "warm cotton" product element to enthusiastic fans.
MCDONALD'S HAS HELD THEIR ANNUAL MCBANQUET EVENT FOR THE FIFTH YEAR RUNNING!
This year, the McBanquet event focused on two important elements; the renewal of a three-year contract with the Chinese Lunar Exploration Program (CLEP), and the Lighting Children’s Dreams project.PURE designed and created an event surrounding the theme of “Children, Ingredients and Spaceships”, transforming the entire environment into a happy and dreamy space.
The conference area centered around the discovery of a ‘Spaceship’ with many rockets, astronauts, planets, stars and more.A giant 3D rocket installation, which attracted a lot of attention and created a photo opportunity for guests.The gallery area showcased the 'Children' aspect through framed hand-drawn style artwork. This immersive work created the sensation of being in a spaceship bound for infinity.
In addition, the banquet area presented McDonald’s fresh 'Ingredients'. The room was decorated with different themed ingredients paired with coloured dining chairs and floral centerpieces, allowing guests to embark on a fun and creative dining journey. The ingredients gift station featured a customized ingredients installation on the ceiling, creating a flow within the market scene. Big thanks for the ongoing trust of our client, McDonald’s, and to the teams from Solarmoon, MOSS Design Studio and Kofler & Kompanie Asia for the amazing and successful partnership!
NYLON FORCE - 4TH ANNIVERSARY PARTY
After putting together 30,000 university associations, visiting 98+ cities at home and abroad, and producing 48 magazine issues, Nylon Magazine China has turned 4 years old. A fashion media rooted in youth associations and community culture, NYLON goes in-step with the new generation of youth all the way. These same young people came from all corners to celebrate NYLON's birthday in a high octane party event put managed by Pure.
Taking place at GRNDCNTRL Shanghai, the hottest new club location and nexus of the city’s youth fashion set, the event set the bar for energy and style, as wave after wave of celebrity and influencer guests made their appearance. In lieu of a traditional birthday song, NYLON's 4th birthday music tone was set out by a special performance INNOUT, aka An Yu and Xiao Jun. Once the room was ignited in sound, the stage was set for Guo Caijie and her band to drive the atmosphere sky high.
This was an event for all the senses, including a special fragrance-scape using KILIAN THE LIQUORS, with cocktail-inspired scents designed to bring a whole new olfactory dimension to play.Great scents, great sounds and stylish young people made for a night like no other! Here’s looking forward to the fifth anniversary!
CROCS “COME AS YOU ARE” @ CIIE
The @crocs booth at this year’s sprawling CIIE, the premier brand and product expo, gave visitors a glimpse of the future with their Comfort Without Carbon initiative. Making strides towards net zero by 2030, Crocs has established itself as a leading voice in the fashion industry’s drive towards sustainability.
At the booth, designed and built by Pure, visitors were taken on an interactive journey including Jibbitz DIY and a CMYK photo booth, giving a fresh and fun experience to all who stepped inside. To cap it off, all visitors were invited to leave their messages for a greener future.It was also a timely showcase of several of Croc’s latest product stories, including the arrival of the latest collaboration with @wwd . A live talk on-site with WWD on the subject of sustainability capped off the programme.
PURE'S GARY TAN SITS DOWN WITH ARTIST ZHANGQUAN AND FILM DIRECTOR YEZI Pure’s Gary Tan sits down with artist Zhangquan and film director Yezi to talk with Hypebeast media about the making of Melting Theatre, the head-turning spectacle created to launch Melting Sadness’s latest collaboration with adidas Originals . The discussion covers everything from the creative process and developing the guest experience to current challenges being faced in the industry.
ADIDAS TERREX CHINA FLAGSHIP STORE INITIATIVE - END PLASTIC WASTE
Inspired by adidas TERREX’s current End Plastic Waste call to action, Pure engineered an approach that would allow consumers to experience the entire cycle from waste to renewal. The campaign was designed to plant the flag of the China first flagship store for the adidas TERREX brand, the outdoors performance line from the global sports lifestyle leader.This complimented the brand new adidas TERREX flagship store which served as a destination for visitors to take their journey full circle and embrace the spirit of the outdoors. It was a powerful reminder of the urgency of protecting the environment and taking action. Workshops taking place at both the outdoor and in-store areas ensured a constant in-flow of visitors who came to understand both the brand values and the product sustainability stories running in line with the End Plastic Waste campaign.
Pure set the bar high with its previous work for the adidas Originals x Melting Sadness, with talk-of-the-town events celebrating the on-going collaboration’s exciting new stories and must-have product selection.
Pure once again went all out, this time taking over one of Shanghai’s most legendary cinemas to put on a limited-time-only Puppet Theatre experience. Inspired by the theatres of old, it was a fully-immersive environment quite like no other.
From the very outside guests could see they were in for something very special - a dramatic Hollywood-style red carpet flanked by giant golden statues and an epic-size sculpture piece from Melting Sadness artist Zhang Quan. The front of the event was a blaze of lights welcoming visitors inside.Within was a space full of interactions and surprises. Mini-puppet theatre shows, DIY pull-string puppet workshops and die-cut cookies were just a few of the memorable moments lying in wait.As guests previewed the exciting new designs of the sneaker collection they saw the whole storyline coming full circle. The event brought together a sense of fun and wonder unlike quite any other.
NUME SS22 "LAST" ISLE
Pure was on the case for the nume 2022 Spring Summer collection debut at Jin Mansion. Casting light and shadow on the white bricks and tiles, the event was encounter a fashion statement surrounding desire and motion.The nume 2022 Spring Summer collection is inspired by the film "Drifting Desire Room" directed by Korean director Kim Ki-duk. Absorbing the abstract visuals and aesthetics of the film, alongside its emotional vigour, the relationship between the body and its desires was presented through the designs of the ready-to-wear clothes.
Pure was responsible for the creation of the show and the on-site management of the event. The models wearing the nume 2022 Spring Summer collection slowly walked towards people, filling the space with a soft yet powerful texture.The release also saw Nikki Chen Yanzhen, Lamu Yoko, Wang Qiang, Wu Yating, He Yunchen, Fu Shouer, Chen Chenchen, Zhao Yingnan, individuals from different fields, to share in this beautiful afternoon.
MING MA 2022 S/S Pure was on hand as MING MA released its 2022 Spring/Summer series, setting up an idealistic dialogue about emotion from a feminine perspective.This season, the designer received their inspiration from contrasting sources: Oscar Wilde's "Nightingale and the Rose", and the music of The Smiths in the 1980s. It brings a new season of conflict and style collisions, with the series set against the background of turbulent times, interpreting people's desires to pursue spiritual sustenance through high fashion. Although the future is full of uncertainties, people still have their own illusions and expectations about it.
Pure was honoured to be responsible for the production of the show, showcasing MING MA's vision, at once romantic and unruly.
XU ZHI SS22 “WAVE CHASING LIGHT”
In the elegant and exotic environs of 52 Yongfu Road, Pure was on hand to serve XU ZHI’s staging of his visual feast show: Wave Chasing Light.
The XU ZHI 2022 Spring/Summer series clothing appearing as ‘poems’. The poetic verses of protagonist Usnelli from Difficult Loves, a collection of short stories by Italian novelist Italo Calvino, serves as design inspiration; a record of those moments that cannot be expressed in words, identified in a delicate play of light and round.Pure is honoured to be cooperate with XU ZHI for the show’s production, bringing a visual experience that transports guests to a southern European villa.
ADIDAS ORIGINALS BLUE VERSION LAUNCH
Celebrating the launch of the series, adidas Originals hosted Blue Version collection fashion show on September 13th in the newly opened a3 store in Shanghai’s Taikoohui. Pure was the agency responsible for the entire event creative design and fashion show management.A selection of individuals for all walks of life also took to the catwalk as well as appearing in a short film surrounding the collection. The line-up included musician/skater Li Ruiyang, Creator CHOI, "PRODISM" Editor-in-Chief Chen Xi, stylist Wu Jingting, barista SEVEN, model Yoii, writer GUAZI, hair stylist YANG YANG, and Rainbow Farm founder XIAOLI.
Pure was on the case to put together the event for latest creative journey for adidas Originals - the launch of the brand's first Blue Version collection, which pays tribute to the rich history of the brand by reshaping iconic works from the archive.
As its name implies, the Blue Version collection is permeated by eye-catching blue tones, combining high-quality fabrics and unconventional tailoring. While paying tribute to the past, it also combines sports style with creative fashion execution. The product design remodels adidas Originals' iconic elements, interpreting the brand's aesthetic language in a new way, and integrating classic designs with modern details.
Flabjacks has landed in India for the first time with a brand new collection for ONLY. Flabjacks’ world of chubby odd folks and quirky inanimate things are brought to life in a limited-edition collection is an extension with quirky prints against street style silhouettes for women.Under the theme ‘Pals fo the World’, Flabjacks is expressing a hope that everyone can share in the spirit of friendship and positive vibes through its signature mix of colour and storytelling.
The carefree nature of the illustrations complements the laid back styles of the garments, which include dresses, jogger-style trousers, crop tops and denim. These are brought across in distinctive prints, resulting in a cool, understated yet strong collection that can be dressed up or down. The new collection is available now at stores and www.only.in.
FiSN 1st ANNIVERSARY FT. HYPEBEAST POP UP & FUTURA GALLERY
Marking FiSN's first anniversary, the brand joined up with style bellweather Hypebeast to put up an eye-popping space that both harked back to the nostalgic magazine kiosks of the pre-digital world and also buzzed with a visceral colour and row after row of must-have merch.
Simultaneously FiSN hosted a curated space for legendary artist Futura, which brought together the brand's symbolism with the the raw energy of two custom artworks. The space inside the gallery channeled FiSN's references to nature with a gravel path flanked by thriving vegetation making for an unexpected and evocating viewing experience. As with the pop-up kiosk next door, it was a provocative clash of the past and future.Pure was there every step of the way to handle the spatial design and creative planning that brought these spaces to life, overseeing the event and guest management for fans eager to get in on the action.FiSN's 1st Anniversary Special Drop is now available at its online store.
CANOTWAIT_ AW2021 CONCEPT POP-UP
"CANOTWAIT TO GO HIGHER" goes on a poetic and inspiring journey 'upwards' through a showcase of spiritual natural creatures. Brand principal William Chan, along with friends of the brand, have added added their select choices of colour to the artistic patterns, with wings in different hues representing the blooming of diverse personalities, all bursting out with infinite hope at the limitless potential to "GO HIGHER".
All of this is brought to life in a sprawling pop-up store happening in Shanghai, running through to October.
Guests are met in the space by a large scale art print of a bird in flight, a symbol for the collection as a whole, encouraging guests to 'go higher' as they move through the space. From there guests are able to see the collection spread across a floor-to-ceiling scaffold rig, punctuated by bold brand elements.
BMW / CONVENIENCE STORE
Pure was in the driving seat for the latest event from BMW with a disruptive new take on the traditional automotive event pulling in thousands of participants.In celebration of the BMW Tmall Super Brand Day, a new conceptis brought to life in the form of the BMW / Convenience Store - a real-world expression of the BMW Flagship Store on Tmall. So-called because it brings touch-of-a-button accessibility and extraordinary new levels of interactivity and customisation.
At this pop-up experience, the online experience has been repackaged into a physical journey like no other, including exclusive on-site buying opportunities, cutting edge displays, and the chance to redeem limited edition merchandise. To top it off, megacelebrity Jackson Yee has teamed up with BMW to lend hiscreative talents to this immersive store experience.
The encounter between BMW and Jackson Yee is culminated in a specially designed BMW｜Jackson Yee scale car model and exclusive Polaroid photographic works. This desire to create is further expressed in the onsite car customisation interaction, where creators evenhave a chance to win a limited edition BMW I Jackson Yee E30 t-shirt, as well as a direct mail section where they can send a private postcard message to @__4444x____ directly on site.
PRESS 'PLAY' WITH PEPPA PIG! Happiness comes easily with Peppa Pig - this was the theme of the latest campaign rolled out by Pure, highlighted in a joyful family-friendly event. Laughter was the name of the game as Pure engaged popular comedienne Zhang Cailing to serve as the event's 'Joy Ambassador' with a mix of variety-style comedy and a brand new animation. It was proof that with Peppa Pig, those five minutes of fun watching each episode can be extended to cover every day!
Beyond Meat brought a taste of outdoor cooking to the adidas TERREX Off-Mountain Gathering with a custom food station serving three premium takes on its celebrated Beyond Burger. The event proved to be the perfect terrain for exploring ways to bring sustainability and healthy living into everyday life, be it what we wear or what we eat.
ADIDAS TERREX OFF-MOUNTAIN GATHERING
Pure suited up to the task for adidas TERREX, putting together an event kicking off on August 5 at niko and ... Nanjing West store. Outdoor fans gathered to celebrate their love of the outdoors and build community with a series of workshops as well as experiencing the latest MYSHELTER performance apparel.
Based on the idea that the outdoors is merely the space between people, Pure put together a topography-inspired environment where the urban and wild collided and the community could find new ways to interact.
VOUGING SHANGHAI - SHANGHAI BABY BALL
Pure has always been a child of Shanghai, both offspring and advocate of its creative spirit. One of the world’s legendary cities, a hub of outward-gazing, of rule breaking and of dream fulfilling, Shanghai continues to be a source of inspiration and a driver of Pure’s own pursuit of creativity.
Having gained so much from the city, and being ever rooted in its founding principles, Pure is always looking for ways to give back. One cause that comes naturally for Pure is supporting Voguing Shanghai.While Voguing Shanghai has only been ongoing since 2019, it has already established itself as the vanguard for expression and inclusivity in the city. A mix of ballroom culture, physical expression and exuberant style, Voguing Shanghai is driven by outstanding talent and by the younger generation.
Under the apt theme of Shanghai Baby, Voguing Shanghai held its third ball on July 24th. The event paid tribute to the infamous metropolis and all its historic and modern glories, but more than anything its unabashed spirit of inclusivity. This year’s event also marks the third time in a row that Pure has been there to support with production and event management to make sure that the event can happen and the community can continue to blossom.
More than ever, the event proved a showcase of originality and eye-opening creativity, proving once again that the Voguing community is one of the most culturally enriching and and dynamic groups out there. Pure was honoured to continue in being able to support this extraordinary community.
W SHANGHAI - THE BUND PRESENT #WBLACKBOX
On July 16th, W SHANGHAI - The Bund presented #wblackbox, a powerhouse moment bringing together design, music and fashion at W’s famous Wet Bar. Music lit up the space courtesy of W Hotels Guest Music Curator for Greater China Chace.The 1000+ crowd took on the center stage with the vibrant music of the multiple DJ sets, as guests came together and brought the energy levels sky high.
PURE was responsible for the event creation, production and execution. The space was crafted with the layout of a literal BLACKBOX, with the dark cubic form completed with three dimensional lettering and filled to the brim with #wblackbox logos and icons. The black and orange colours perfectly echoed the event theme and presented guests with a distinctive visual experience.
Inside the BLACKBOX, guests could change into black overalls and masks to join a larger-than-life paint splash interaction. As the DJ continued spinning, guests become live artists, where they sprayed the set performance area in bright orange, pink, blue and green luminous colours, transforming the space and bringing the fun levels even higher.
Honor of Kings x Crocs - Born a King: Wear It
Leading footwear brand has Crocs launched its brand new collaboration with the mobile game phenomenon “Honor of Kings". The action kicked off with a "Born a King: Wear It" live event held in Tmall’s live stream room.
The release saw the involvement of two other “big players” for the release of the must-have "Born a King" series of shoes, with Crocs global spokesperson Bai Jingting alongside Crocs brand experience officer, Chengdu AG Super Play Club’s Yinuo, bringing their Come As You Are spirit to a 5V5 Honor of Kings online battle.
For the launch event, from design through to construction, from scripting to on-site execution PURE was on the case for the whole process, integrating the Honor of Kings game iconography with Crocs’s branding creating a platform for gamers of all walks of life to come together, getting in on the fun and showing off their individual ‘king’ spirit.
PURE is delighted to have worked once again with CROCS to push the boundaries of live events.
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