COMING SOON
2025
At 20 Donghu Road, a century-old villa welcomed a new resident — Rapha. In the heart of the city, the space was reimagined not as a store, but as a home for riders: a place where community, culture, and craft come together.Built on Rapha’s deep influence in global cycling culture, the concept “All the Way Home” was developed to anchor the brand’s arrival in Shanghai. The idea reflected a simple truth: every rider needs a destination — not just to rest, but to reconnect.Within this historic house, cyclists gather, share stories, build friendships, and experience the spirit of road cycling in its purest form. The environment, content, and community programming were all shaped to embody Rapha’s core values of authenticity, camaraderie, and devotion to the ride.A clubhouse that feels less like retail, and more like coming home.RAPHA SHANGHAI CLUBHOUSE
ALL THE WAY HOME
DEC
RAPHA
SHANGHAI
FROM ZERO TO HERO.
Bringing a global bouldering league into China required more than format import — it demanded operational discipline, cultural adaptation, and a ground-up rebuild of the athlete and audience experience.As organizing partner, NOOK established the league’s China debut with a full end-to-end framework: competition structure, operational standards, and event workflows that transformed TNFC into one of the country’s most influential grassroots bouldering challenges in its first year.Working closely with host gyms, NOOK delivered route-setting coordination, safety and insurance protocols, judging systems, medical procedures, and athlete-journey optimization — from check-in to warm-up to call-zone. Audience experience lines were redesigned to create a smoother, clearer, and higher-energy environment.The result: a cleaner rulebook, tighter operations, and a scalable model capable of expanding from city to city, laying the foundation for long-term league growth.Grassroots ≠ small. With the right system, it scales.
YEAR ONE ENTRY -> Scaled OPS
NOV
THE NORTH FACE CUP
SH -> BJ -> CD
Bringing the Energy Back Courtside - NBA CHINA 2025
After years of absence, the NBA China Games returned with spectacle and scale, lighting up Macau in a weekend of sporting and cultural excitement. Beyond the on-court action, every element of the live experience was precisely choreographed, transforming the arena into a multi-sensory showcase.
With creative direction and on-site execution by NOOK, the 88VIP campaign came to life through close collaboration with the NBA operations team and Sands China team. Two breaktime activations — Lucky Drop and the Fortune Gesture Dance — quickly became fan favourites, driving participation inside the arena and generating viral engagement across social media platforms.OCT
NBA & 88VIP
MACAU
Building MICHELIN’s Presence from the Ground Up
Through a powerful mix of brand-generated and user-generated content, the MICHELIN Bicycle Tires division achieved a breakthrough from zero to market presence, recording a 67% (YoY%) profit growth. The project encompassed holistic REDNOTE operations, including content strategy, engagement-driven interaction design, SEO keyword optimization, paid traffic campaigns, KOL collaboration, dealer integration, and athlete partnerships — driving visibility, engagement, and sustained brand momentum across China’s cycling community.SEP
MICHELIN
SOCIAL MEDIA
Counting Stars with FRONTROW
As marketing consultant to UMG, supported the creation of FRONTROW, a new zero-distance concert format that debuted with an amazing show by OneRepublic in Shanghai. Delivered localized consumer insight, social media campaign ideation, content supervision, and part of on-site KOL management, ensuring authentic connection with Chinese audiences.
AUG
UMG
SHANGHAI
MY LIFE, MY MIX, MY BGM
What made Pioneer DJ the OG wasn’t hype, it was innovation that shaped culture. From Vinyl Mode to Rekordbox, from the iconic NXS2 to the all-in-one XDJ-XZ, each product became a tool of transformation, battle-tested in the world’s wildest clubs. Trusted by legends like Carl Cox and Nina Kraviz, Pioneer DJ became more than an industry standard, it became the backbone of global DJ culture, writing the rules while others followed the beat.· Brand transformation strategy development
· Social media content planning
· WeChat ecosystem design
· Offline IP activations
JUL
PIONEER DJ
SOCIAL MEDIA
Elevating YONEX: Visuals that Compete and Lead
Elevate visual storytelling to empower YONEX in competing across today’s rising sports categories—tennis, pickleball, and golf. Strengthen the brand’s leadership in badminton by reimagining the sport’s image with a modern, dynamic edge. Lead with design that reflects both athletic intensity and cultural relevance, positioning YONEX as a pioneer in shaping the future of sports.JUN
YONEX
SOCIAL MEDIA
TREK CHINA 20TH ANNIVERSARY
Our multi-platform campaign (WeChat, RedNote, Douyin, etc.) successfully amplified Trek’s visibility, generating over 30M impressions through trending hashtags and topics. By partnering with cycling clubs and 57 influencers, we reached 326K+ cyclists and inspired 11,800+ UGC posts. The exhibition-focused strategy also drove strong conversion, adding 3,226 new followers to Trek’s official accounts.35,110,962
SOCIAL IMPRESSION50,808
TOTAL ENGAGEMENT11,866
TOTAL KOL/UGC POSTS3,226
NEW FOLLOWERS
MAY
TREK
SHANGHAI
KPLUS & KUJI [LAB]
Widely recognized as the most visually striking booth at the 2025 Shanghai Bike Show, the space designed for KPLUS merges a futuristic lab-factory aesthetic with innovative display solutions. Reflecting the brand’s vertically integrated strengths—from manufacturing to in-house R&D—the installation leverages immersive lighting to enhance both product presentation and social media appeal. The industry-first display system sets a new benchmark for retail design and will be repurposed for continued use in offline stores.
MAY
KPLUS
SHANGHAI
RAPHA FAR¹
Embodying Rapha's FAR ethos-epic one-day rides that blend challenge and adventure for RCC members—RAPHA 01 unfolded amidst Moganshan's verdant landscapes. The event featured a demanding 146km route with significant elevation gain, drawing over 50 RCC members into a day of endurance and camaraderie. Our comprehensive support encompassed social media amplification, visual design extensions, meticulous project management, curated ride organization, and dynamic video production. This holistic approach not only brought the Rapha experience to life but also achieved substantial impact, generating over one million impressions on RED.
APR
RAPHA
ZHEJIANG
WEB & UI DESIGN
Developed the official website for “Shanghai Summer,” integrating UI design, web development, and content operations. Showcases the city’s IP globally, offers convenient services for visitors, and recommends local events. Over 70,000+ daily visits.
DESIGN & ARTWORK
Episode 2.
Inspired by Rapha, this series explores China through the lens of cycling. The first chapter begins in Bingnong Village, Yunnan, capturing local stories and cultural landscapes under the theme “East, West, South, North.” A journey to showcase the spirit and transformation of modern China.
FIRST IN SHANGHAI
We orchestrated and executed the "First in Shanghai" event at Zhangyuan, aligning with the Shanghai Municipal Government's initiative to bolster the city's debut economy. This event convened enterprises, media, and commercial district representatives to foster a collaborative environment for product and brand debuts. Our comprehensive services encompassed event planning, stakeholder coordination, and part of on-site execution, contributing to Shanghai's vision of becoming a global hub for first launches. This initiative underscores our commitment to facilitating economic development through strategic brand positioning and experiential marketing.
MAR
SHANGHAI
ZHANGYUAN
Creative PRODUCTION Highlights
Over the past two years, we’ve partnered with ZIPPO to bring its brand stories to life through a series of creative productions. From heritage campaigns to craftsmanship films and product-focused CG work, each project reflects our commitment to storytelling, cultural relevance, and visual excellence—showcasing ZIPPO’s timeless appeal across tradition and innovation.ZIPPO x EMPRESS47 Fashion Film
This bold visual piece captures the rebellious spirit of the ZIPPO x EMPRESS47 collaboration—where edge meets elegance. More than a product showcase, the film marks ZIPPO’s innovative leap from utility to fashion accessory, redefining the lighter as a statement of personal style and attitude.ZIPPO 90th Anniversary TVC
To celebrate ZIPPO’s iconic 90th anniversary, we crafted a brand film that bridges past and present—blending cinematic storytelling with archival cues. The TVC highlighted the brand’s heritage, design evolution, and cultural resonance, reinforcing its enduring legacy across generations.Dehua Porcelain Film
We captured the serene artistry of Dehua white porcelain, spotlighting its harmony with ZIPPO’s modern design. This film honors centuries of Chinese craftsmanship while elevating the product’s cultural and collectible value through refined visual storytelling.Camping Light CG Film
For ZIPPO’s outdoor line, we produced a full-CG film showcasing the camping light in dynamic environments. Designed to appeal to adventure seekers, the piece blends hyperreal rendering with product features—positioning the gear as both functional and aspirational.Jinshan (Kintsugi) Craft Film
Inspired by the Chinese art of Jinshan (Kintsugi), this product story visualizes the philosophy of "beauty in imperfection." Through elegant cinematography and narrative pacing, we unveiled a deeper emotional layer to the ZIPPO collection, connecting craftsmanship with healing and renewal.
RAPHA FESTIVE500
We localized Rapha’s iconic Festive500 with a fully integrated campaign during the Chinese New Year season. Through UGC-led storytelling, social media amplification, and curated ride events across key cities, we bridged global cycling culture with local celebration. The campaign deepened cultural relevance and reinforced Rapha’s positioning as a lifestyle-driven leader in China’s cycling community.FEB
RAPHA
SHANGHAI & BEIJING
DESIGN & ARTWORK
Episode 1.
Our beauty is not a façade. It's a state of being, a mood, a shade. A burst of color, a luminous ray. A phrase that resonates, a breath that conveys. It's a reflection of who we are, unapologetic and true. A statement of our own. Not a mask to hide behind, not a role to be shown.
As the creative leading agency and artwork partner for FENTY BEAUTY in China, we champion GLOCALIZATION as a core strategy — honoring the brand’s global identity while embracing local nuance. Through thoughtful visual storytelling, we translate diversity, inclusivity, and playful boldness into a language that resonates. Not just adapting, but amplifying the brand’s memory in ways that feel both true and new.
THE NORTH FACE 100
It's that time of year again, TNF100 returns with its rallying call: "Disconnect from the digital world briefly, and reconnect with the real, natural world." Just like exploring unknown territories in game-like programming scenarios, participants embark on journeys of discovery, challenge, and adventure through real-life mountains and forests - experiencing raw sensations and immersive emotions that pixels could never recreate.
JAN
TNF100
BEIJING & TAIPEI