Taikoo Li Sanlitun, one of the most fashionable shopping and lifestyle centers in Beijing, launched the campaign "The Year of the Tiger" early this month to attract more consumers, in particular new generation of trendsetters, to further expand its brand influence.

The Chinese New Year, or the Spring Festival, falls on Feb 1 this year. According to the Chinese zodiac, 2022 is the Year of the Tiger.

Having a reputation for its flagship brick-and-mortar stores, Taikoo Li Sanlitun joined hands with the avant-garde artist Bi Heng, transforming the open block and street into a place of style and fashion, and presenting the energy of the Year of Tiger.

Located in Beijing's Chaoyang district, Taikoo Li Sanlitun was Hong Kong-based Swire Properties Ltd's first retail-led, mixed-use development in the Chinese mainland and has become one of the capital's most sought-after leisure and business hubs since its opening in 2008.

"Tiger, the symbol of kings, also represents passion, courage and energy. Inspired by the classic totem "cloth tiger" in folklore, the mechanical technology aesthetics rejuvenates and transforms the tradition into the armored version of 'Ageless Tiger' art installations," said Bi.

With the Beijing 2022 Olympic and Paralympic Winter Games approaching, Taikoo Li Sanlitun,

together with German sportswear company Adidas, also introduces "Welcome to Winter Wonderland", displaying the harmony of ice and snow, creating a world of ice and snow at the trend and fashion landmark, as well as bringing the charm of winter sports to the trendsetters.