During the 11th holiday period, Shanghai's iconic landmarks such as the Bund, People’s Square, and Xujiahui became the stage for a vibrant art event. Colorful, eye-catching sculptures of cows—each uniquely designed—drew crowds of both locals and tourists, creating a lively atmosphere of interaction and admiration. According to reports, this was part of the “CowParade†exhibition organized by Shanghai Culture Broadcasting and Television Group (SMG) and the UK-based Jade Gallery. As a leading brand in the home furnishings industry, Red Star Macalline joined forces with these two entities to launch the “2014-2015 City Aijia Benniu Special Exhibition†in Shanghai.
The CowParade initiative, which originated in Zurich, Switzerland, in 1999, has since spread across over 70 cities worldwide, becoming one of the largest and most enduring transnational public art projects. Known for its creative and engaging approach, it has inspired global artists and become a symbol of modern public art. For Shanghai, this event marked its debut as the 80th city to participate, receiving strong support from the municipal government and major media outlets like SMG. With over 500 unique cow sculptures created by artists, designers, and even children, the exhibition aimed to bring art into the heart of the city.
Wu Junfeng, deputy general manager of SMG Performing Arts Center, emphasized that public art is about blending creativity with urban landscapes. “Benniu Shanghai†integrated the city’s distinct architectural features, making the cows an inseparable part of Shanghai’s identity. Whether placed at the Bund or Lujiazui, the cows became symbols of tradition and modernity, drawing people in for a closer look.
Lin Mingjie, an influential art critic and editor-in-chief of Xinmin Evening News, also shared his thoughts on the project. He highlighted the importance of fostering artistic freedom in children, arguing that traditional methods of teaching art often stifle creativity. “Art should be about expression, not rules,†he said. “We should encourage children to explore and embrace diverse forms of creativity, allowing them to develop their own unique perspectives.â€
Red Star Macalline, as a pioneer in the home furnishing industry, used this opportunity to transform its commercial spaces into creative hubs. The exhibition included interactive events such as open studio sessions, artist-led workshops, and virtual experiences, offering visitors a rich cultural experience. From December 6, the first stop of the exhibition will take place at Zhenbei Shopping Mall, followed by events at Jinqiao Shopping Center, and later at several other locations across the city.
This event not only brought art to the public but also demonstrated how creative marketing can enhance the shopping experience, making it more engaging and memorable for all.
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