London – Central Saint Martins graduate Yifei Chai has re-examined the habits and culture of the emerging Chinese affluent class with a lacquered wooden dish designed for drinking Chinese spirit baijiu.
Chai argues that luxury in China has a limited history, and that obstacles get in the way of Chinese people identifying with European brands. The object instates the drink, and the associations with it, as an identifiable luxury activity routed in Chinese culture.
‘Western influences are difficult for the Chinese to connect to,’ says Chai. ‘I think luxury consumers in China are realising how brief their history of luxury is.’
This is a compelling example of how the luxury market is shifting from west to east. For more, read LS:N Global’s Luxury Futures report, coming soon to The Future Laboratory shop.