More than a box

More than a box

SINGAPORE - Are you interested in the mooncakes or the box that they come in? Increasingly, it seems the design of the boxes is just as important as the taste of the mooncakes in determining sales.

In response to this trend, hotels here spare no effort in designing elaborate and fanciful mooncake boxes every year.

Concorde Hotel Singapore's food and beverage operations manager Nigel Tan says: "Last year, we had customers asking to buy extra mooncake boxes to store their jewellery, knick-knacks and even foodstuff like dried tea leaves."

Last year, the hotel used an Oriental wooden case as a mooncake box. Wrapped with a patterned silk cloth, it also featured a brass lock and key that could be used to unlock the box.

This year, it presents its mooncakes in an Oriental trunk - with intricate petal engravings and subtle maroon finishing. Within, there are four elegant metallic-coated boxes in colours that represent health, wealth, love and happiness. Mr Tan says: "Besides being a keepsake box, it can even serve as a decorative piece for the home."

Creative uses

Fairmont Singapore's Chinese restaurant Szechuan Court's mooncake box this year comes with a detachable photo frame, as well as a traditional drawer ideal for storing heirlooms, knick-knacks and trinkets.

"This year's mooncake box design is something that we have not attempted before," says Mr Nigel Moore, director of food & beverage at Fairmont Singapore.

"We combined traditional flavours with multi-functional design, and coated the packaging in a brilliant shade of red to make a stronger impression."

He adds that the design process of mooncake box is laborious and can take up to four months.

"Typically, we collect customers' feedback at the end of every Mid-Autumn Festival. Then, we generate a series of design concepts, taking colours, materials and finishing details like ornaments into consideration," says Mr Moore.

"Once we decide on a design, a mock-up will be produced and reproduced until the final look and feel is achieved."

Over at Sheraton Towers Singapore, functionality meets form in the latest addition to Li Bai Cantonese Restaurant's premium collection - the Classic Scarlet Box that features a crosshatched luxe finish in auspicious red with a hinged gold clasp.

Although it can be used as a collector's edition jewellery box, it also functions as a luxe watch case.

Mr Andy Chan, director of food & beverage at Sheraton Singapore says: "The standout feature of our Classic Scarlet Box is the three removable partitions within - when removed, it creates more space to keep personal items that are larger than jewellery.

"The inside of the mooncake box is laid with luxurious cream-coloured velvet fabric, making it especially suitable for storing timepieces."

Some stay true to what has always worked for them. Apart from a new suitcase-inspired gift box, Tung Lok continues to keep tradition in mind, maintaining its all-time classic tin box. This year, a cheongsam-clad model fronts the tin box and emanates 1930s Old Shanghai, much like how vintage posters of that era looked.

Presentable gifts

Mandarin Orchard Singapore's golden-hued mooncake box with intricate Chinois-inspired motifs doubles up as a four-partitioned jewellery box.

"We noticed that female customers tend to reuse mooncake boxes to keep jewellery," says Mr Shigeru Akashi, director of food & beverage at Mandarin Orchard Singapore.

"This year's mooncake design will be able to meet that purpose."

Mr Akashi adds: "One reason why mooncake packaging matters to customers is that it has become a yearly tradition to give mooncakes as gifts.

That's why they want the best in terms of aesthetics, quality and brand image."

Property consultant Mr William Gan, who buys mooncakes for his family, friends and valued clients, agrees.

The founder of William Gan Realty says: "The taste of the mooncakes and design concept of the packaging are two factors that influence my buying decision.

"I buy from Mandarin Orchard every year as the hotel is one of the few hotels to have their mooncakes handcrafted by in-house chefs."

The hotel's attractive and practical mooncake packaging is also a winning factor for Mr Gan.

"My wife still uses the Mandarin Orchard mooncake box from last year to keep her jewellery and cosmetics," he adds.

"There was also a liuli (crystal glass) decorative pendant that I am using as a paperweight."


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