When Lincoln set out to connect with Chinese luxury consumers, we knew it couldn’t rely on imported American aesthetics alone. To truly resonate, the brand needed to root itself in something deeper – something that spoke to local ideas of prestige, belonging, and trust.
Our brief was clear but ambitious: create a brand experience that felt authentically Chinese, while staying true to Lincoln’s new global communication.
The answer came from a single, powerful concept: 「堂」 (Táng) – the ancient Chinese idea of the grand hall, a space that represents sanctuary, heritage, and elevated status. This idea became the foundation for an experience that would bridge cultures through design.
Designing belonging
What we created wasn’t just an exhibition stand; it was a story visitors could walk through.
The space was built around the idea of ascent – a symbolic journey through three courtyards that invited guests to move upward, step by step, just as one would ascend into the hall of a traditional Chinese home.
Every element, from lighting and materials to layout and tone, was designed to feel quietly confident. The goal wasn’t to impress from a distance, but to create a space that understood and respected local culture.
As Dr. Jia Mingdi, President of Lincoln China, said, the experience “vividly re-created the traditional imagery of ‘ascending into the hall.’”
More than a showcase of vehicles, it was an invitation into a world where Lincoln’s modern luxury felt right at home.
At this year’s Auto Show, Lincoln took the Chinese philosophy 「堂」 as the core design inspiration, creating a three-courtyard layout where each space rises step by step – vividly re-creating the traditional imagery of ‘ascending into the hall.’
Dr. Jia Mingdi President of Lincoln China
Evolving the story
A strong design system should never be static, it should adapt and grow.
After debuting in Shanghai, the concept evolved for the Chengdu Motor Show, shifting from “Sanctuary to Discovery.”
The calm, reflective courtyards became dynamic, nature-inspired environments that expressed Lincoln’s adventurous SUV line-up. It was the same story, told through a new lens of heritage meeting modernity whilst remaining rooted in the same cultural truth.
This flexibility proved the strength of the concept. It wasn’t a one-off installation, it was a platform that could evolve, extend, and keep the brand’s story moving forward.
The impact: Design that builds trust
The results spoke for themselves.
- 000m
- people tuned into live streams
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- social engagements sparked conversation
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- guests experienced the space in person
When design connects to something real, a cultural truth, an emotional need, it creates a lasting impact. For Lincoln, this wasn’t just about showcasing cars. It was about building a bridge of trust and proving that global luxury can feel local, meaningful, and beautifully human.
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