Philips dominates the global home luminaire market with a reputation for setting the bar for innovation. Each year, the brand unveils at least one groundbreaking product that earns accolades from the international design community. The Philips Piano collection is a perfect illustration of the company's exceptional design standards, celebrating 90 years of design at Philips with a touch of sophistication. Inspired by the piano's black and white keys, the collection creates a striking contrast and minimalist style that eliminates any unnecessary clutter. As experts in the China market, culture, and consumer mindset, we were entrusted with the launch campaign of the Philips Piano collection. The target audience was defined and in-depth research conducted on their needs for home living. The entire experience was fully extended through the location set, videos, window display, and key visual created.