Yuwei Liu, Head of Events and Partnerships at The Durant Guild, on gigantic sculptures, art collabs and the role of audience building in the automotive industry in China
As a trailblazer in the marketing world and the 2024 Effie Awards’ Most Effective Practitioner of the Year, Mrs. Yuwei Liu has continuously pushed boundaries in brand innovation. Now leading The Durant Guild’s (note: The Durant Guild is a premium lifestyle platform presented by General Motors) exciting ventures in art, culture, and partnerships, Liu shares her insights on how creativity and collaboration are at the heart of the brand’s strategy, seamlessly blending automotive excellence with the dynamic world of contemporary art.
Can you briefly explain the brand’s art strategy?
Simply put, we aim to collaborate with artists, creatives and events that bring a sense of entertainment, fun, and accessibility, fostering meaningful conversations.
As you can see from our history, The Durant Guild has consistently engaged with the art world in various ways. This approach is not new to us but rather a continuation of our activities here in Mainland China.
Why does The Durant Guild participate in art events and initiatives?
On a broad level, we believe creativity and innovation are at the heart of both art and automotive design. By participating in art events, we seek to deepen our connection with customers and communities, while also supporting the creative industry. We recognize that our audience has a strong interest in both art and lifestyle, and we want to share that passion with them.
The Durant Guild partnered with the KAWS:HOLIDAY Shanghai exhibition in August 2024. What motivated this partnership?
We were drawn to the project as soon as we heard about it and knew we wanted to be involved. KAWS is a unique artist, well-respected in contemporary art and culture. His ability to blend fine art with commercial appeal bridges the gap between high art and everyday culture.
“KAWS:Holiday” is a public art project that has traveled globally since 2018. We know KAWS has a huge following in China, from art collectors to streetwear enthusiasts and pop culture fans. This project, managed by Hong Kong-based agency ALLRIGHTSRESERVED, was made accessible to us through them. Partnering with KAWS and ALLRIGHTSRESERVED allows us to visibly show our commitment to supporting contemporary art.
What stands out to you about this project?
The sheer scale of the art sculpture is remarkable, and the fact that it is accessible to a broad audience across various locations in Shanghai makes it even more special.
Additionally, the theme resonated deeply with us as it reflects on the Moon Festival, a celebration of peace and harmony—values we believe art can inspire and bring to life.
Why did you collaborate with Shanghai-based artist Lu Xinjian for your newly opened Shanghai boutique?
Lu Xinjian’s work, particularly his focus on cityscapes and maps, aligns perfectly with our identity as an automotive brand. His pieces are visually striking and “fresh,” but they also carry a deeper meaning.
As our president, Leon Li, pointed out, it was essential to collaborate with an artist in a meaningful way. This resulted in a massive carpet featuring Lu Xinjian’s iconic City DNA pattern, anchoring the seating area in our Shanghai boutique. At 4.8 by 8 meters, it’s the largest carpet he’s ever created. We’re excited to continue this collaboration, and Lu Xinjian’s work will also feature in our upcoming boutique in Shenzhen
How do you choose the artists and projects you collaborate with?
We look for artists who align with our brand values and ethos, particularly those who embody creativity, innovation, and an ability to connect with diverse audiences. It’s essential that the artists we work with have a unique voice and a perspective that resonates with both contemporary culture and our brand’s vision. We focus on meaningful collaborations where both parties can bring something valuable to the table, allowing us to create authentic and impactful projects together.
A few weeks ago, you won the Effie Awards’ Most Effective Practitioner of the Year in Mainland China. How has this recognition influenced your approach to brand development and innovation?
It reinforced my belief in the power of creative thinking paired with strategic execution. I apply the same principle by fostering innovative partnerships that push the brand forward, especially through collaborations with the art world. These experiences remind me that innovation isn’t just about being new—it’s about being impactful and relevant.
The Effie Awards recognize leaders who push industry boundaries. How do you continue to bring innovative strategies to your work?
My focus is always on connecting our brand with cultural movements and trends. At The Durant Guild, we aim to be more than an automotive brand; we want to be part of the lifestyle conversation. Partnering with artists and being involved in art events is one way we do that. Art allows us to tap into creative spaces that resonate deeply with our audience, keeping us both innovative and connected.
You’ve had success working with established brands like Rolls-Royce and new ventures like The Durant Guild. What key lessons from your experience with major luxury brands have you brought to this new role?
Working with Rolls-Royce taught me how to respect tradition while driving innovation, a balance that is crucial for any luxury brand. At The Durant Guild, I apply those lessons by carefully curating experiences that are modern and fresh but still rooted in the craftsmanship and quality that define us as a premium brand. It’s about creating new traditions while respecting what luxury truly means.
As someone recognized for setting new benchmarks in marketing, how do you approach balancing tradition with innovation in brand strategy?
Tradition grounds a brand’s identity, while innovation is what drives it forward. At The Durant Guild, we’re building a brand that honors the craftsmanship and excellence of automotive design while introducing new ideas through art, fashion, and music. Our collaborations, like those with artists such as Lu Xinjian, reflect this balance by merging cutting-edge concepts with a respect for artistic heritage.
How do you think your role as a marketer has evolved since your Effie Award win, particularly with the changing digital landscape?
The rise of digital platforms has reshaped marketing in profound ways. Since winning the Effie Award, I’ve increasingly focused on how we tell our brand’s story online. At The Durant Guild, we ensure that our art projects and collaborations have a strong digital presence to engage audiences in the wider context who cannot attend the local event. The key is creating a seamless connection between our physical spaces, like our boutiques, and the digital world, ensuring our message resonates everywhere.
To enforce the digital, The Durant Guild Community digital will officially go live on both Chinese social media mini program and App in October 2024. It will enrich the integrated user experience. Also, the digital tool allows us to understand the clients even better and guide our future marketing strategy.
Ultimately, the best way to promote our brand is to leverage our clients to be our brand ambassadors, or more even, our brand lovers…
Can you give us a glimpse of your upcoming projects?
Art is at the heart of what we do, but we’re also exploring other creative areas like fashion and music. Expect exciting collaborations in these fields as well.
