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Brief Published: 20 Oct 2021

Luxury Giftboxes: Mid-Autumn Festival 21

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Loewe

The Mid-Autumn Festival (September 21) is one of the key cultural holidays in East Asia, providing brands an opportunity to target local consumers with lavish mooncake giftboxes. The display of ornate details, quality materials and imaginative designs makes the event a key source of luxury packaging inspiration. We highlight our favourites.

  • Covetable Keepsakes: Luxury labels use the holiday as an opportunity to connect with East Asian clients, with designs mixing references to local folklore and brand heritage.

    Bulgari’s box unfolds into a three-dimensional Roman colosseum with a rabbit and moon, nodding to the brand’s place of origin and the festival’s traditional iconography.

    Meanwhile, Swiss watchmaker Audemars Piguet’s lantern-shaped design features a moon-shaped lamp, miniature zen garden and golden rabbit ornaments.

    Both boxes have USB charging connection to be enjoyed after the event.
  • Playful Pauses: Mooncake box designs also draw inspiration from toys and games to spark moments of joy and social interaction.

    Loewe's giftbox comes with a crafted gameboard that families can play with during the holiday.

    The offering from Hermès is similarly playful and features a keepable rocking horse ornament.

    Meanwhile, Gucci reimagines its design as a music box and accessories case, featuring a green velvet interior, mirror and pop-up dancing rabbit.
  • Festive Spreads: Giftboxes celebrate the ceremony of eating mooncakes with decorative tables accessories.

    The giftsets from Alexander McQueen and Burberry both include dessert plates in stylised prints that match the outer box. While Dior’s offering includes an ornate tea jar and fan.

  • A Taste of Travel: After an extended period of travel restrictions, gift boxes harness wanderlust with luggage and travel-inspired designs.

    Both Louis Vuitton and Belgian leather goods label Delvaux style their boxes as luxury hard-case luggage. Quality textured paper and metal hardware ensure that each piece has keepable value.

    For more giftbox inspiration, see Design for Pandemic Sentiments.
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Bulgari
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Audemars Piguet
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Audemars Piguet
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Loewe
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Hermès
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Gucci
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Alexander McQueen
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Burberry
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Dior
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Louis Vuitton
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Delvaux
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Delvaux
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