Case 01
The City Breathes:
Light of Life
AETHER “Light of Life” Art Event and Communications Campaign
By translating the air purifier’s technical strengths into the language of public art, we created a cultural event that captured the city’s attention and redefined the brand’s role in urban life.
Project overview
Project overview
Client
AETHER
An International Premium Home Appliance Brand
Specializing in Air and Environmental Management
Item
Light of Life
Urban Art Intervention
PR Campaign
Duration
6 Months
From Planning to Delivery
End-to-End Management
Core PR Objectives
Translating Value
Translate ultrafine particle sensing technology into meaningful human value for the brand
Shaping the Conversation
Spark public discussion about quality of life in the city
Maximizing Exposure
Maximize media exposure and earned media value
Challenge
Challenges & Insights
Market Challenge
Competition in the premium air purifier market is intense, and consumers have grown weary of technical claims about smog removal and filter ratings.
AETHER needed a new way to demonstrate its premium value and technological leadership beyond product functionality.
Key Insight
For discerning urban consumers, environmental anxiety has shifted from physical fears of illness towarda psychological burden: feeling powerless against invisible pollution。
They seek the reassurance of seeing for themselves, alongside the emotional relief that art can offer.
Strategic Insight
The Strategic Opportunity
The communications opportunity lay in moving beyond warnings about pollution tocelebrating purity。
Communications strategy
Communications strategy
Shaping the Conversation through Art
Qingmei Future proposed a shift from product messaging to experience creation. The core strategy was tomake the invisible visible。
Drawing on Qingmei Future’s strengths in data visualization and public art, we conceived a major public art event. The event would generate news in its own right, giving media and the public a compelling reason to engage with the brand’s chosen theme.
Our role was to translate AETHER’s core sensing technology from laboratory data into an artistic language with shared aesthetic value. The design extended beyond posters toan interactive event that became news in its own right。
Why Qingmei Future
Design-Led
Strategic Thinking Led by Design
Data Visualization
Core Expertise in Data Visualization
Public Art
Experience in Public Art
EXECUTION
Execution highlights
Campaign Centerpiece
The Breathing Beacon
We designed and built “Light of Life,” a 12-meter-tall interactive art installation in a landmark plaza in the city’s central business district.
Technical implementation:The installation integrated AETHER’s highly sensitive air sensors with a sophisticated lighting matrix.
When air quality was excellent, the beacon emitted a steady, gentle pulse of white light. When it detected particulate pollution, the light shifted into restless patterns of warm color.
Setting the Agenda
Cultural Dialog
The conversation centered on the beauty of light and shadow. The installation’s launch brought together experts from across disciplines.
Participating Guests:Urban planning scholars, environmental artists, architects and psychologists explored how technology can reshape the human experience of the city.
Communications Mix
Cross-Channel Reach
Mainstream Media:Focused coverage on its social and cultural value as a new city landmark
Design and Art Media:Explored the thinking behind its data visualization and the technical challenges of bringing it to life
KOL/UGC：The installation’s visual appeal and interactivity quickly made it a popular nighttime destination on Xiaohongshu and WeChat Moments
Results
Measurable outcomes
350 Million
Total Online Impressions
Earned coverage from leading news outlets, including XX Daily
280%
Search Interest Growth
A sharp rise in brand keyword searches over the previous period
Media Value
Earned Media
The installation’s artistic appeal and ability to spark conversation generated substantial earned media value, equivalent to an estimated advertising spend ofRMB 15 Millionin advertising value
Brand Reputation
Brand Reputation
Search interest in “AETHER art” and “AETHER culture” surged over the previous period, marking a successful shift in brand perception
Lasting Impact
Sustained Momentum
The installation was named “Public Art Work of the Year” and permanently retained by the city government, becoming an enduring cultural asset for the AETHER brand.
Summary
From Product to Cultural Icon
The Light of Life case shows that when a brand stops talking about product features and starts creating cultural experiences with social meaning, it moves people and builds lasting brand value.
