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City Talk | “Shaping Your Design with Dynamic Props" Max Brilliant Factory Tour Successfully Held


On March 10, the Max Brilliant Factory Tour under the theme of “Shaping Your Design with Dynamic Props” was held successfully in Shanghai. This event was jointly organized by China in-store and Max Brilliant. About 20 industry insiders from fashion and cosmetics retail, retail space design as well as solution providers explored the secrets of Max Brilliant.




Leadership speech


Ms. Serena Liu, Project Director of China in-store, said: "Having been impressed by Max Brilliant’s digitalized production, diverse material applications and high quality, we joined hands with them to organize this factory tour for retailers and designers and discuss the infinite possibilities of retail space."



Mr. William Situ, Chairman of Max Brilliant, said: “Despite the ongoing difficult situation brought by the pandemic, so many participants still made it to the event. This shows a true love for technology and design. We would also like to thank China in-store for their organization, which made it possible for everyone to meet here and learn about our production capacity and services."


Group photo



Factory inspection


In the case sharing session, Mr. Qi, General Manager of Production of Max Brilliant, shared the design process of the Estée Lauder Group’s booth at China International Import Expo (CIIE). The Crystal Palace for Estée Lauder's first CIIE participation was made up of thousands of acrylic crystal pillars. The crystal clear and romantic appearance makes one feel like stepping into a fairy tale. Its ceiling, floor and walls were all completed by Max Brilliant. For environmental considerations, 70% of the materials were reused for Estée Lauder's second CIIE participation. For the third edition, Max Brilliant had adopted a completely new design with 6,000 stainless steel tubes, 169 metal columns and over 30,000 screws. But not a single screw could be seen from the outside. This is not only an artistic branding, but also a representation of Max Brilliant's design, construction and craftsmanship skills.



The Estée Lauder Group’s booth at CIIE


From raw materials, props to the realization of a retail store, there are many processes and procedures that only the factory knows about. Through a tour of the assembly line, participants were able to gain an in-depth understanding of the prop forming process and design value of each piece. Props don’t stand alone, but rather serve the entire shop design.


Automatic powder coating line


Designers inspect the brightness of polished stainless steel


Designers discuss the formed props


Designers visit the Clinique 1:1 shop fittings



Case sharing


During the event, participants were attracted by the assembly line of Max Brilliant and marvelled at the automatic and intelligent equipment. Some designers commented: “Max Brilliant is the leader of the prop industry, and our tour shows how intelligent manufacturing is being applied in prop production. The smart equipment can make more refined props to meet the different needs of designers. We are grateful to China in-store for organizing such an event, which allows us to take a closer look at the factory. We hope to see more events like this to bridge communication between factories and designers.”



City Talk


As a side event of China in-store, City Talk will be held in different cities in China, covering fashion, beauty, lifestyle and other retail themes, exploring new business opportunities for retailers, designers and retail space solution providers.


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