For its 2025 transformation under 'The Wilding' theme, Shangri-La field has chosen to move away from social media promotion, opting instead for fostering real human connections. Creative director Kaye Dunnings emphasizes the need to model alternatives to consumerism and digital overload. The announcement of the lineup involved sending handcrafted packages to journalists and stakeholders containing a risograph poster, sunflower seeds, and personal notes. This thoughtful approach led to immediate positive responses and personal engagement, highlighting the value of physical presence over digital interactions.
We've spent years exploring the impact of consumerism and digital overload, especially with our previous 'Everything Must Go' theme. For 2025, we wanted to go beyond critique and actually model alternatives.
Getting something in the mail that's not a bill or a piece of paper trying to sell you something is a rare, beautiful thing. Giving a gift is a wonderful thing to do.
The response was immediate and profound. We just sat down and we talked about it for half an hour, and had a cup of tea. She got it.
Not just in the physical space, but in how we communicate. Each contained a beautiful limited-edition risograph poster, packets of sunflower seeds, and personal notes.
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