Wynn Resorts Macau has recently announced the “Tradition with a Modern Twist – Feiyi Pop-Up”, which will have the integrated resort operator partnering with Chinese luxury brands this year to showcase the nation’s intangible cultural heritage through a pop-up boutique.
Feiyi (非遺) is Putonghua for intangible cultural heritage.
According to a recent statement from the company, Wynn will introduce “rotating pop-up boutique retail experiences featuring feiyi-inspired brands” every two months. The first collaboration sees a curated pop-up boutique by Chinese Arts & Crafts Hong Kong (CACHK), which is set up until May 31 in Wynn Palace East Esplanade in Cotai.
The statement noted that CACHK presents handcrafted fashion pieces made from six intangible cultural heritage crafts: Xiang Yun silk (“Fragrant Cloud Silk”), Suzhou embroidery, brocade weaving, Zhang woollen fabric, floral knots, and Song brocade.
“Wynn and CACHK hope to give guests an opportunity to learn more about traditional Chinese craftsmanship and aesthetics”, the statement said.
The statement added that the integrated resort operator looks forward to collaborating with more Chinese brands to host these pop-up experiences for guests from different parts of the world, noting that each product reflects “the remarkable dedication and skills of Chinese artisans. Brands will also introduce never-before seen, limited edition designs “enriched with meaningful ‘feiyi’ elements” for the first time.
The statement said that through safeguarding the country’s intangible cultural heritage, the company “aims to breathe new life into ancient Chinese crafts, skills, and traditions that are at risk of disappearing”.
This poster recently provided by Wynn Macau promotes the “Tradition with a Modern Twist – Feiyi Pop-Up”.
