Direction 3: Silk Road Soirée | OCBC CNY 2026 Creative Direction

1 Concept Overview

Brand Theatre / Visual Universe

Silk Road Soirée reimagines Chinese New Year as an ultra-luxury, personalized voyage through contemporary Asian opulence. Deep jade greens, imperial golds, midnight blacks with accent crimson and pearl whites. Silk textures meeting modern metallic finishes. Layered spatial storytelling inspired by historic Silk Road trade routes. Tiered access architecture: Bronze → Silver → Gold → Platinum guest journeys with escalating exclusivity.

Visual Pillars

Color

Deep jade greens, imperial golds, midnight blacks, accent crimson, pearl whites

Texture

Silk + modern metallic finishes (brushed brass, rose gold, black chrome)

Space

Tiered access architecture mirroring luxury brand CRM

Experience

Contemporary luxury interpretation (Hermès meets Shanghai Tang)

Signature Moment

The Fortune Unveiling

Multi-tiered reveal experience with private Platinum consultations, Gold group rituals, Silver AR experiences, and Bronze gamified draws.

Why It's Shareable

• Exclusivity creates aspiration and social proof
• Personalized jade tokens are unique collectibles
• Discreet luxury photography (Vogue editorial style)

How It Delivers Objectives

UHNW Customer Acquisition & VIP Relationship Building

→ Tiered experience architecture mirrors luxury brand CRM
→ Platinum delivers concierge-level personalization
→ Private fortune consultations = extended relationship-building

Premium Brand Positioning & Cultural Authority

→ Contemporary luxury CNY differentiates from mass-market
→ Cultural master partnerships = credibility
→ Silk Road narrative = global sophistication

2 Narrative Structure

1

THE ARRIVAL

Welcome → Tiered Recognition

Dramatic entrance colonnade lit with suspended silk lanterns. Red carpet with discreet tier identification. Silk Road Threshold archway.

Platinum guests greeted by name, escorted via private entrance. Digital check-in via concierge tablets. Tier-specific welcome gifts: Platinum (jade-inlaid card case), Gold (silk embroidered pouch), Silver (branded lucky coin set), Bronze (luxury fortune cookie).

Emotional Note: Immediate luxury recognition, 'I belong here' or 'I aspire to next tier'

2

THE JOURNEY

Discovery → Personalized Engagement

Five themed stations along the metaphorical Silk Road: Jade Gateway (Brand Heritage), Calligraphy Atelier, Tea Silk Route, Fortune Sanctuary, Prosperity Lounge.

Guests navigate stations with tier-differentiated experiences. Platinum receives private sessions, Gold small groups, Silver interactive tech, Bronze self-guided. Fortune token collection throughout. Culminates in Fortune Sanctuary signature moment.

Emotional Note: Progressive discovery, aspiration (lower tiers see glimpses of upper experiences)

3

THE UNVEILING

Collective Celebration → Legacy

Grand Pavilion for Lantern Ascension collective moment. Tier-specific after-parties.

All guests converge for collective Lantern Ascension—silk lantern wishes released into projection-mapped sky. Post-ascension: Platinum private lounge with jazz, Gold semi-private DJ, Silver/Bronze main pavilion celebration. Exit through Golden Path with tier-specific gift bags.

Emotional Note: Collective joy unites all, then re-stratified exclusivity, 'I want to return as higher tier'

3 Signature Moments

The Fortune Unveiling

Multi-tiered personalized ritual experience

Storyboard

1

Platinum private sanctuary

2

Gold group workshop

3

Silver AR experience

4

Bronze public activation

Capture Plan (Planner View)

Tier-differentiated photography: Platinum dedicated, Gold roaming, Silver/Bronze stations

Fallback Plans (Planner View)

⚠ Pre-recorded readings
⚠ Physical lantern lighting

Lantern Ascension

Collective projection-mapped moment uniting all tiers

Storyboard

1

All tiers gathered

2

Silk lanterns release into projection sky

3

Impact counter reveal

Capture Plan (Planner View)

4 fixed cameras + drone: Wide, medium, close-up angles

Fallback Plans (Planner View)

⚠ Physical candle lighting if projection fails

4 Audience & Journey Flow

Audience Segments

Primary: UHNW Individuals & Luxury Brand Loyalists

• Expect white-glove service
• Influenced by scarcity
• Respond to cultural authority

Secondary: Aspirational Affluents & Emerging HNW

• Pay premium for access
• Influenced by FOMO
• Loyal if recognized

Journey Timeline

8-12 min

ARRIVAL

The Silk Colonnade

→ Valet (Platinum dedicated, Gold priority)
→ Red carpet entrance
→ Silk Road Threshold photo
→ Digital check-in

15-25 min

IMMERSION

The Jade Gateway

→ Platinum: Private viewing room
→ Gold: Semi-private guided tour
→ Silver: AR self-guided
→ Bronze: Open browsing

20-25 min (Platinum/Gold) / 10-15 min (Silver/Bronze)

ENGAGEMENT - CALLIGRAPHY

The Calligraphy Atelier

→ Platinum: One-on-one master session, framed scroll
→ Gold: Small group workshop
→ Silver: Demonstration viewing
→ Bronze: Observation, retail

20-25 min (Platinum) / 15-20 min (Gold) / 10-15 min (Silver) / 5-10 min (Bronze)

ENGAGEMENT - TEA

The Tea Silk Route

→ Platinum: Private sommelier, custom blend creation
→ Gold: Guided ceremony
→ Silver: Self-serve tea bar
→ Bronze: Standard service

25-30 min (Platinum) / 18-22 min (Gold) / 10-15 min (Silver) / 5-10 min (Bronze)

SIGNATURE MOMENT

The Fortune Sanctuary

→ Platinum: Private practitioner (face reading/palmistry/I Ching), jade token
→ Gold: Group ritual, fortune sticks
→ Silver: AR fortune experience
→ Bronze: Digital fortune draws

30-60 min (Platinum) / 20-30 min (Gold) / 15-25 min (Silver) / 10-20 min (Bronze)

CONVERSION

The Prosperity Lounge

→ Platinum: Exclusive lounge, private POS concierge, personalized bundles
→ Gold: Semi-private, priority service
→ Silver: Lounge viewing, standard POS
→ Bronze: Open retail floor

30-40 min

COLLECTIVE CELEBRATION

Grand Pavilion

→ All tiers: Lantern Ascension collective moment
→ Impact counter reveal
→ Brand prosperity message

60-120 min

AFTER-PARTIES

Tier-Specific Lounges

→ Platinum: Private jazz lounge, exec networking
→ Gold: Semi-private DJ lounge
→ Silver/Bronze: Main pavilion celebration

5 Spatial Program

Zone 1

The Silk Colonnade

8-12 min

Grand entrance, tier recognition, immediate luxury impression

Key Elements

• 20m entrance colonnade
• Suspended silk lanterns (1.5m diameter)
• Jade green carpet
• Silk Road Threshold archway (5m × 8m)

Tier Experiences

Platinum: Private VIP entrance

Gold: Priority greeting

Silver: Guided by signage

Bronze: Standard access

Operational Details

Capacity 100-120 simultaneous

Staffing 2 valet coordinators, 6 greeters, 4 check-in concierges, 2 photographers

Interactions

→ Valet handoff
→ Tier identification
→ Photo moment at Threshold
→ Welcome gift presentation

Zone 2

The Jade Gateway

15-25 min

Brand storytelling, product introduction, tier differentiation established

Key Elements

• Platinum: Private viewing room (25 sqm)
• Gold: Semi-private lounge (60 sqm)
• Silver: Interactive AR exploration (80 sqm)
• Bronze: Open retail browsing (100 sqm)

Operational Details

Capacity Platinum: 4-6, Gold: 12-16, Silver: 40-50, Bronze: 60-80

Staffing 1 brand historian, 4 specialists, 6 ambassadors, 2 servers

Interactions

→ Brand historian (Platinum)
→ Guided tour (Gold)
→ AR activation (Silver)
→ Self-guided (Bronze)

Zone 3

The Calligraphy Atelier

Platinum/Gold: 20-25 min, Silver: 10-15 min, Bronze: 5-10 min

Cultural mastery, personalization, craftsmanship showcase

Key Elements

• Platinum: 3 private booths (3m × 3m)
• Gold: 4 workshop tables
• Silver: Demonstration platform
• Bronze: Observation + retail

Operational Details

Capacity Platinum: 3, Gold: 16-24, Silver: 20-30, Bronze: 20-30

Staffing 3 master calligraphers, 1-2 artists, 1 demonstrator, 2 coordinators

Interactions

→ Platinum: One-on-one master session, framed scroll
→ Gold: Guided workshop, scroll in tube
→ Silver: Demonstration, practice, photo
→ Bronze: Observation, retail

Zone 4

The Tea Silk Route

Platinum: 20-25 min, Gold: 15-20 min, Silver: 10-15 min, Bronze: 5-10 min

Sensory luxury, education, cultural sophistication

Key Elements

• Platinum: 3 private alcoves
• Gold: Semi-circular ceremony seating
• Silver: Premium tea bar
• Bronze: Standard tea service

Operational Details

Capacity Platinum: 3, Gold: 8-10, Silver: 20-30, Bronze: 30-40

Staffing 3 sommeliers, 1 tea master, 2 educators, 2 servers

Interactions

→ Platinum: Sommelier session, custom blend, 100g tin
→ Gold: Ceremony, 2 tastings, 50g tin
→ Silver: Self-serve, educator Q&A, sample packets
→ Bronze: Hot/iced service, photo station

Zone 5

The Fortune Sanctuary

Platinum: 25-30 min, Gold: 18-22 min, Silver: 10-15 min, Bronze: 5-10 min

Personalized ritual, emotional peak, conversion catalyst

Key Elements

• Platinum: 5 private sanctuaries (3m × 3m, soundproofed)
• Gold: Group ritual space (60 sqm)
• Silver: AR stations + fortune wheel
• Bronze: Digital kiosks + fortune jar

Operational Details

Capacity Platinum: 5 (15/hour), Gold: 6-8 per session, Silver: 16-20, Bronze: 30-40

Staffing 5 practitioners, 1 group facilitator, 2 AR guides, 1 engraving tech, 2 coordinators

Interactions

→ Platinum: One-on-one practitioner (20 min), jade token, exclusive product unlock
→ Gold: Group ritual (15 min), fortune sticks, jade charm
→ Silver: AR fortune (3 min), wheel spin, photo props
→ Bronze: Digital draw, print option

Zone 6

The Prosperity Lounge

Platinum: 30-60 min, Gold: 20-30 min, Silver: 15-25 min, Bronze: 10-20 min

High-touch conversion, relationship building

Key Elements

• Platinum: Exclusive 80 sqm lounge, jazz trio
• Gold: Semi-private 100 sqm, styled displays
• Silver: 60 sqm viewing access
• Bronze: 120 sqm open retail

Operational Details

Capacity Platinum: 30-40, Gold: 50-60, Silver: 60-80, Bronze: 100-120

Staffing 3-4 RMs, 6 POS (Gold), 8 POS (Silver), 12 POS (Bronze), gift wrap specialists, servers

Interactions

→ Platinum: RM consultations, personalized bundles, VIP products
→ Gold: Priority POS, premium bundles
→ Silver: Standard POS, silver bundles
→ Bronze: General retail, promotional offers

Zone 7

Grand Pavilion

30-40 min

Collective celebration, democratized peak moment

Key Elements

• Central gathering space (400-600 capacity)
• Ceiling projection mapping
• Impact counter display

Operational Details

Capacity Full event attendance

Staffing 1 emcee, 4 crowd managers, 2 tech operators

Interactions

→ Lantern Ascension (all tiers)
→ Brand message reveal
→ Impact counter celebration

6 Look & Feel

Color Palette

Primary Palette

Imperial Jade

#246555

Dynasty Gold

#C9B037

Midnight Black

#1C1C1C

Pearl White

#F8F6F0

Secondary Palette

Crimson Accent

#C41E3A

Rose Gold

#B76E79

Usage Rules

• Platinum zones: Jade + Gold + Black (70%), Pearl White (20%), Rose Gold (10%)
• Gold zones: Gold + Jade (60%), Pearl White (25%), accents (15%)
• Silver zones: Pearl White (40%), Gold (30%), Jade (20%), accents (10%)
• Bronze zones: Pearl White (50%), Gold (25%), Jade (15%), accents (10%)
• Avoid red-and-gold overload (not tacky CNY cliché)

Typography

Primary: Bodoni / Didot

Luxury serif for event name, tier labels, major headers

Secondary: Montserrat / Avenir

Directional signage, app UI, descriptions

Accent: Noto Serif SC

Cultural moments only (calligraphy station signage, fortune cards)

Materials & Motifs

Mulberry silk

Backdrops, partitions, gifts

Solid brass fixtures

Hardware, frames

Jade accents

Tokens, decorative elements

Live floral installations

All zones

Lighting & Sound Cues

Lighting Cues

Zone	Color Temp	Mood
Platinum Zones	2700K	Intimate luxury, candlelight feel
Gold Zones	3000K	Warm sophistication
Silver/Bronze Zones	3500K	Bright, approachable
Lantern Ascension	RGB Peak	Projection-mapped spectacle

Sound Cues

Zone	dB Level	Mood
Arrival	55-60	Live guzheng trio
Fortune Sanctuary (Platinum)	40-45	Ambient silence
After-Party Platinum	60-65	Jazz quintet
After-Party Silver/Bronze	75-80	High-energy DJ

7 Production Readiness Planner View

Feasibility Notes

Venue Requirements

✓ Minimum 5,000 sqm for full tiered experience
✓ Multiple private rooms for Platinum
✓ Grand pavilion for 400-600
✓ Soundproofing between tier zones

Staffing Requirements

✓ 5 cultural fortune practitioners (specialized)
✓ 3 master calligraphers
✓ 3 tea sommeliers
✓ 3-4 relationship managers for Platinum
✓ 100+ total staff across all zones

Risks & Mitigations

R3-1: Tier Friction

Medium Medium Impact

Lower tiers may feel excluded seeing Platinum experiences

Mitigations:

→ Design sightlines carefully
→ Frame as 'aspirational'
→ Ensure each tier feels valued

R3-2: Cultural Practitioner Availability

Medium-High High Impact

High-caliber fortune practitioners are rare

Mitigations:

→ Book 12+ weeks in advance
→ 2x roster backup
→ Pre-recorded fallback

R3-3: Complexity Management

Medium Medium-High Impact

4-tier simultaneous operations are complex

Mitigations:

→ Detailed zone playbooks
→ Color-coded staff coordination
→ Real-time zone monitoring

Measurement Hooks

Tier Progression

Throughout event

% of lower-tier guests expressing interest in upgrade

How: RM conversations, Upgrade inquiries logged

Platinum Satisfaction

Post-event

Platinum NPS, repeat attendance intent

How: Private survey, RM follow-up calls

Open Items

Confirmed tiering criteria and guest distribution
Cultural practitioner roster and contracts
Platinum gift specifications (jade token supplier)
Multi-venue or zoned single-venue decision
Extended timeline approval (16-20 weeks)

8 Visual Assets

NanoBanana image prompts for this direction. Copy prompts for external generation or view generated assets.

NB-01-D3

Hero KV

No image generated 16:9

Ultra-luxury editorial cover collage for "Silk Road Soirée" contemporary CNY event. Layered composition featuring deep jade green silk fabric with soft draping folds, dynasty gold metallic accents (br...

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Ultra-luxury editorial cover collage for "Silk Road Soirée" contemporary CNY event. Layered composition featuring deep jade green silk fabric with soft draping folds, dynasty gold metallic accents (brushed brass finish), midnight black shadows creating depth. Central focus: Elegant jade token or seal resting on silk cushion, golden calligraphy visible. Scattered elements: silk thread, gold leaf fragments, subtle lantern silhouette in background. Left side negative space with dark vignette for title. Background: Black to pearl white gradient. Texture: Silk sheen, metallic shimmer, paper grain. Atmosphere: Contemporary luxury, cultural sophistication, exclusivity. Avoid: Bright reds, shiny plastic, kitsch CNY clichés. 16:9 horizontal format, premium magazine aesthetic.

Direction 3 > Cover > Hero 16:9

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