Burberry decided to open an Exhibition to showcase the work of the Burberry generation in Chengdu following the success of its debut in Shanghai. Going beyond displaying the existing artworks, the brand wanted to inspire their audience by creating a new piece of artwork with a strong connection to the city. After extensively studying Chengdu's extraordinary culture, we provided Burberry with various proposals including murals—a common feature in the ancient city of Chengdu. Among them, we presented the installation of a wall painting with plants, which was not only refreshing for visitors, but in line with Burberry’s focus on sustainable development.

For the 13th piece in the Burberry Generation series for the Chinese market, we teamed up with the uprising artist Myron to create a 288 m² living wall that weighs over 10 tons. The art installation comprised 4,660 custom-built tiles, which were designed to foster the growing moss, inspired by Chengdu’s undulating landscapes and tile-covered architecture. With the aim to create excitement and build anticipation, we filmed the creation of the first tile, which we launched before the exhibition and immortalized by turning it into the world’s first collectable NFTs curated by nature. For 15 days throughout the exhibition, we shared unique renditions of this ever-changing artwork every hour in the form of 361 NFTs, which customers could collect from Tencent’s crypto-art platform—all of which were snatched up within a matter of seconds.

The ‘living’ moss mural project caught many people’s attention and was very well-received by Chengdu locals. Even though the physical installation was located in an area separate from the main exhibition, the majority of the visitors highlighted it as a must-see in their social posts. In addition, the mural as well as its NFTs saw the highest engagement on Burberry’s own social media.

Total impression: 49.9 million

Total reach(users): 4.5 million

Total engagement: 24.1k

UGC posts: 206, with 657 reposts

NFT collection: all collected within 1 second