Alibaba 618 Art Installation

Project background

Tmall 618 is Alibaba’s largest annual e-commerce shopping carnival. The on-site launch event serves brand staff, media reporters and key opinion leader guests. Therefore, the client requires more than a simple backdrop wall. First of all, they need a large-scale landmark low-poly Tmall cat head sculpture as the main photo and media focus point. At the same time, they hope to build matching geometric display plinths and decorative stage props, creating a complete festive scene. In addition, the entire booth installation needs to stand out in live streaming, press photography and on-site ceremony activities. Furthermore, all heavy sculpture structures, decorative blocks and graphic signs must pass safety inspections, and complete factory production as well as on-site installation before the event starts.

Core Project Challenges

First of all, the main artwork is a huge faceted cat head sculpture made of metal panels. As a result, accurate cutting, welding and seamless surface finishing become key technical challenges. Secondly, many components have sharp, irregular polygonal shapes. Each panel must be cut separately and perfectly matched during assembly. In addition, we need to coordinate different material finishes: metallic gold, silver and marble textures, while maintaining a consistent visual style for the entire event stage. Besides, these oversized artworks are fabricated separately in the factory. The modules must be easy to pack, transport and quickly spliced on site. Last but not least, the entire production and construction cycle is very short, which requires strict schedule control across design, workshop production and on-site installation.

Solutions and Execution Process

First, our design team carefully reviewed Alibaba’s Tmall brand visual guidelines and the low-poly sculpture design draft. Next, we converted the artistic concept into engineering drawings for cutting and fabrication. After several rounds of size and finish reviews with the client, we finalized the manufacturing plan. Correspondingly, we divided the entire event scene into four practical functional areas: the landmark Tmall cat art installation, the main brand sign stage, the geometric display plinth area, and the media photo capture area.

In addition, our engineering team calculated the load-bearing frame inside the large sculpture to ensure long-term structural safety. We set up separate surface treatment plans for gold metallic, silver and marble texture pieces to achieve the correct visual effect. Immediately after the drawings were approved, all metal parts, display blocks and graphic panels were manufactured in PHILFLY’s own factory. Our team carried out metal cutting, welding, painting, and completed factory pre-assembly inspections. After full quality confirmation, all split modules were securely packed and shipped to the event venue.

Once the materials arrived on site, our professional construction team carried out step-by-step assembly work. They erected the internal support frame, spliced the faceted metal panels of the Tmall cat sculpture, installed marble-look display cubes, mounted the 618 brand sign, and arranged supporting decorative props. Throughout the entire construction phase, our dedicated project manager maintained real-time communication with the client and venue management team. Whenever minor on-site adjustments for alignment or surface effects were required, our team provided fast and compliant solutions.

Final Project Results

In the end, the complete stage and landmark art installation passed the venue safety inspection and were ready before the opening of Alibaba Tmall 618 event. The low-poly Tmall cat sculpture became the most eye-catching centerpiece of the carnival event. The sharp geometric shapes and high-quality surface textures worked perfectly for on-site ceremonies, media interviews and live streaming. The matching geometric plinths and decorations created a unified festive atmosphere for the 618 Ideal Life Carnival. Thousands of photos and live video clips were captured and spread across online platforms.

This large e-commerce festival event fully demonstrates PHILFLY’s comprehensive strength in booth design and construction, the complete-chain exhibition service and commercial large-scale event project delivery. From early-stage engineering conversion, factory custom fabrication and logistics transportation, to on-site installation and post-event dismantling, we manage every single workflow. We adhere to our core business principle: winning clients through real professional strength, instead of low-price competition.