Siu Tang: The Creative Brand Alchemist at Design Shanghai 2025

May 30, 2025
"I am passionate about how creativity, art, and design can create connections and weave stories that enrich and transform."

Siu Tang

Meet Our Speaker

Siu is a true creative brand alchemist who has achieved his standout reputation by tapping into artistic ingredients and ideas that do not follow set formulas. We are excited to hear Siu’s ideas on Day Three of “Design Shanghai.”, which he will be sharing as part of a must-attend panel on design and AI:  The Big Idea: Human vs Machine Creativity: The Future of Human Creativity in the Artificially Intelligent Age.

Siu Tang founded The Orangeblowfish in 2012. Together, with his business partner Natalie Lowe, they create incredible brand concepts through storytelling, art, spatial design, and technology. Their tagline, ‘creativity unleashed’ resonates at the heart of Siu’s brand transformations.

With a focus on luxury retail, hospitality, and lifestyle brands Siu combines design, street-art skills, and The Orangeblowfish developed creativity methodology. His quest is to strategically and artistically take design beyond branding, spaces, and consumer experience.

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Projects

01
Arc’teryx ReBIRD: A forest in the heart of the city

Canadian brand Arc’teryx challenged The Orangeblowfish to bring a sense of open-air adventure to Shanghai’s urban landscape, creating a black-box pop-up in Grand Gateway featuring the brand’s streetwear-inspired System_A collection and the ‘komorebi’ (sunlight through trees) theme.

Inside, an immersive forest-in-the-city experience with forest mist, nature sounds, light pillars, and a rotating sun-sphere connected visitors to nature. The design ethos prioritised exploration and interaction, crafting a soft retail space with no sales pressure, and incorporating a multi-sensory approach, sight, sound, scent, and touch, as well as social media potential.

Read more in the full case study.

02
Moxy Xi'an : Designing a New Brand Experience

The Orangeblowfish was engaged as art consultant for Moxy Xi’an, creating a branded stay that combined the youthful, vibrant Moxy brand with Xi’an’s Terracotta Warriors and rich musical history.

Musically themed installations, neon signs, and a ‘XI’AN ROCKS’ mural added playful storytelling. The cloth tiger, a traditional Xi’an symbol of peace and protection, became the brand’s mascot, while a futuristic warrior with a microphone respected Xi’an’s past.

The project’s creative strategy and art consultation delivered larger-than-life EGD and brand installations, bringing the brand story to life and sparking renewed interest in Xi’an’s culture.

Read more in the full case study.

Summary

Siu energises branding design concepts by sourcing the vibrational essence of what a brand is and what it can become. He transforms these ideas into tangible forms that impact thoughts, emotions, and interactions around brand stories. From creating a forest installation in Shanghai for Canadian-heritage apparel brand Arc’teryx to creating a dynamic branded concept for a Moxy hotel, storytelling ignites Siu’s creativity, and vice versa.

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The Orangeblowfish

is an award-winning independent creative agency headquartered in Shanghai, China.

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