Sheraton Saigon Grand Opera Hotel

Autumn Orchestra

Mooncake Collection 2024

This project aimed to convey the story of Sheraton Saigon Grand Opera Hotel's 2024 mooncake collection, inspired by the soothing melodies of the Opera House. FPDB Creative's photo series celebrates the hotel's milestone of renaming to "Opera House" by showcasing three mooncake boxes—Standard, Premium, and VIP - in a cohesive collection. The deliverables include nine images featuring the boxes, mooncake fillings, and a moonlit arrangement, using Weldon Blue as the base color for an elegant, simple, and sophisticated look.

OUR MENU

Concept development

Art direction

Production

The mooncake collection

The top eight renowned fillings, popular for their distinctive flavors and sensational aromas over two decades, are reintroduced in three luxurious boxes in Weldon Blue and wooden tones.

The classic "The Paragon" boasts an elegant, embossed art paper design. "The Dreamer" is an innovative, lantern-inspired box with a nostalgic touch, resembling a theater door set. The VVIP "The Muse," the collection’s highlight, combines PU leather with embossed patterns for an ultimate luxury experience.

“Autumn is the most romantic season of the year and also the time to celebrate mooncake festival. An autumn orchestra is perfectly completed by an elegant box and the handcrafted mooncakes.”

- said Mr. Julian Wong, Sheraton Saigon’s General Manager -

L O O K & T H I N K

Sheraton Saigon Grand Opera Hotel is the only five-star hotel in Ho Chi Minh City crafting traditional-style mooncakes in-house, outstanding for their dazzling thin skin and silky filling. Our project would beautifully merge Sheraton's new image with this unique quality and the timeless tradition of the Mid-Autumn Festival.

Inspired by Sheraton's renaming, the "Autumn Orchestra" theme conceptualized the mooncake collection as a grand orchestral masterpiece. Each box represented a musical chapter played by different instruments, coming together to form a harmonious autumn symphony, rather than being visualized as a single type of instrument.

The concept created a visually stunning narrative through surreal imagery, featuring a moonlit night that evokes a magical and ethereal ambiance, embodying elegance, romance, and mystique.

Art direction

The image will prominently feature the weldon blue hue of the gift box, evoking a mystical and shimmering feeling akin to the full moon of the Mid-Autumn Festival. The box and the pastries will be placed in a weightless space, rising and blending together like a romantic, melodious symphony of autumn.

LAYOUT 1

Under the starry sky, the stage is unveiled, and three boxes of mooncakes step onto the stage to greet the audience. The full moon reflects on the distant lake, where the mountains peek through, creating a mesmerizing backdrop.

LAYOUT 2

The mooncake box, under the full moon, plays the first piano melody for the symphony.

LAYOUT 3

The mooncake box opens like a piano reflecting on the autumn lake.

LAYOUT 4, 5

Like the peaceful sleep of villagers after a feast celebrating a bountiful harvest, the appearance of the Premium box also exudes tranquility and enchantment. The melodies of the string instruments (violin) gradually blend with the music. The Premium box is illuminated by bright moonlight streaming through the ceiling, creating a majestic and splendid scene, with an angle that compels one to "look up."

LAYOUT 6

To enhance the grandeur of the VIP box's appearance, the harp adds not only melody to the symphony but also elevates the emotions of the listeners.

LAYOUT 7

The artist, together with the VIP box, creates a work of art under the full moon, bringing music to the serene night sky.

LAYOUT 8

Eight mooncakes, like eight musicians, participate in this romantic autumn symphony.

LAYOUT 9

The performance concludes with the curtains being drawn back, accompanied by the applause of the audience. The moon descends over the surface of the lake. Everyone begins to enjoy tea and Sheraton mooncakes.