CHJ Jewellery makes city heritage a shop-window art system

CHJ had invested for years in preserving filigree inlay, but young shoppers could still see intangible heritage as distant. The brand needed a way to make craft visible in everyday retail spaces.

Pair CHJ's filigree with one local craft in each city, then turn their shared motif into retail art, content and a mobile museum.

The first Co-City stop launched in Chengdu on October 20, 2023. CHJ matched filigree with Liu's Bamboo Weaving, used weaving as the shared craft idea, and built a cloud-themed installation in its Chengdu flagship while touring museum pieces into stores.

Sina reported the Chengdu store's traffic doubled month-on-month and that Co-City later won 2024 Tiger Roar Awards gold in integrated marketing, plus bronze awards in integrated marketing and business innovation.

CHJ Jewellery had a strong craft story: it had created a filigree workshop in 2009 and trained young craftspeople. The problem was translation. Filigree could read as precious but distant to consumers aged 20 to 35.

Co-City turned that heritage into a city-by-city format. In Chengdu, CHJ paired metal filigree with Liu's Bamboo Weaving, found their shared 'weaving' logic, and expressed it as a cloud-shaped art installation inside a flagship store.

The campaign also used a mobile museum idea, bringing Zhenbao Museum filigree pieces into the store. Sina reported doubled month-on-month store traffic and 2024 Tiger Roar recognition including marketing gold for Co-City.

It gave an abstract craft platform a repeatable city format.

The Chengdu execution found a real material link between filigree and bamboo weaving.

The store installation made heritage inspectable, not merely a slogan in a film.

The mobile museum extended the brand's long-term craft assets into retail traffic.

Heritage marketing becomes less museum-like when a brand gives each city a specific craft partner, physical installation and product-linked reason to visit.

CHJ continued to use 'intangible-heritage renewal' as a brand platform. Later coverage tied Co-City to CHJ's 2024 brand-value story and noted more than 1,400 offline outlets positioned to receive the traffic created by social and cultural campaigns.