By Selina Li
Su He, an innovative designer based in Seattle, has been honored with the highly coveted iF Design Award 2024 for her outstanding contribution to the W Hotel Custom Wine Packaging project in collaboration with Chengdu Maosheng Packaging Design Co., Ltd. This global accolade is recognized as one of the most prestigious awards in the design industry and symbolizes excellence and innovation.
The award-winning design was created for the internationally renowned W Hotel, part of Marriott International’s luxury brand collection. Known for its cutting-edge, vibrant aesthetic, W Hotels are synonymous with contemporary luxury and trendsetting design. W Hotels have hosted numerous celebrities and influential figures, including Beyoncé, Leonardo DiCaprio, Rihanna, and other A-list personalities. Su He’s packaging design, now adopted by W Hotel, ensures that these high-profile guests will encounter her innovative work, making it a central element of their stay.
The packaging reflects the brand’s distinctive identity by combining avant-garde aesthetics with traditional elements inspired by the Xi’an Ancient City Wall. The innovative 45-degree angled presentation breaks conventional packaging norms, resulting in a visually captivating and expressive design that enhances the overall guest experience.
“This project was all about breaking boundaries,” Su He stated. “By integrating AI technology into traditional design workflows, we achieved a harmonious blend of modern innovation and cultural heritage. During the conceptual phase, AI tools helped us rapidly explore design iterations to identify the most impactful form. AI-driven analysis refined details to ensure the 45-degree angled design was both functional and visually striking, while AI-assisted material simulation optimized structure and production feasibility without sacrificing aesthetics. incredibly rewarding to see how this design resonates with global audiences, elevating both the W Hotel brand and the value of cultural storytelling.”
Su He’s work not only elevates the guest experience but also significantly boosts sales, strengthens brand recognition, and fosters cultural appreciation. Her blend of aesthetic innovation and functional storytelling marks a standout achievement in the packaging design field, while also serving as a cultural bridge that introduces Chinese heritage to a global audience.
Su He’s Pivotal Role
As the lead designer, Su He played an instrumental role in this project’s success. She introduced AI-driven design tools to push creative boundaries during the conceptual and execution phases. By seamlessly merging AI innovation with traditional craftsmanship, she ensured a precise and cohesive design that balanced modern and historical elements.
The project’s success also owes much to Su He’s leadership. Maosheng Lin, Founder and CEO of Chengdu Maosheng Packaging Design Co., Ltd., stated: “Su He’s innovative application of AI technology completely transformed our design process. Her ability to merge AI-driven methods with traditional design principles not only enhanced creativity but also efficiency, and elevated the final product to a new level of excellence. Even under tight deadlines, her leadership inspired the team to deliver high-quality results.”
The result was a design that not only amplified W Hotel’s brand identity but also celebrated the rich cultural heritage of Xi’an. Lin added, “This project was a testament to Su He’s exceptional expertise and vision. She redefined how AI can enhance creativity in the packaging industry, setting a new benchmark for excellence.”
About the iF Design Award
Established in 1953 by iF International Forum Design GmbH in Germany, the iF Design Award has become a symbol of global design excellence. Renowned for its rigorous selection process, the award is judged by over 100 independent design experts from around the world. Submissions are evaluated on innovation, form, function, differentiation, and impact.
In 2024, the competition attracted 10,800 submissions from 4,970 participants across 72 nations, with a mere 21.2% acceptance rate. The W Hotel Custom Wine Packaging stood out among 2,294 winners, showcasing exceptional creativity and functionality in the packaging category. Past winners include industry leaders such as Apple, Samsung, Coca-Cola, and Sony, further emphasizing the award’s prestige.
Reflecting on the significance of this achievement, Su He shared, “I believe this project represents the future of design—one where technology enhances tradition, creating solutions that are not only visually stunning but also deeply meaningful. It’s about finding that perfect balance between innovation and storytelling.”
Her innovative approach and leadership have set a new benchmark for the industry, proving that cultural inspiration can be transformed into marketable, globally resonant solutions.
This achievement solidifies Su He’s reputation as a trailblazer in the design world, inspiring the next generation of creatives. By introducing traditional Chinese cultural elements into the designs of a globally recognized luxury brand, Su He has helped Chinese heritage gain international recognition. The iF Design Award 2024 marks a significant milestone in her career and highlights the growing influence of Chinese designers on the international stage.
Disclaimer: This article is for informational purposes only. The views and opinions expressed in this article are those of the author and do not necessarily reflect the official policy or position of any companies mentioned, including W Hotels, Marriott International, or Chengdu Maosheng Packaging Design Co., Ltd. Any claims regarding product performance or business success are not guaranteed and should not be construed as endorsements. This content may contain affiliate links or references to partnerships, and the author may receive compensation for such promotions.
Published by: Erin M.
