On January 19, 2023, Maison&Objet (M&O for short) was staged in Paris North Villepinte Exhibition Center, France as scheduled. Artistic cashmere brand Sandriver participated in M&O for the 5th consecutive year as a Chinese brand.
Since 2019, Sandriver has firmly conveyed the unique concept of Chinese brand to the world with Chinese manufacture, Chinese design and Chinese culture. In this year's M&O, Sandriver still takes its signature hand-sculpted cashmere as the core of the exhibition, and through innovation and reengineering, it once again breaks through technical limitations and brings a series of cashmere lifestyle products including cashmere blankets, cashmere cushions and cashmere loungewear at M&O Hall 7, B145.
Revival and heritage: Guarding Traditional Craftsmanship
On the center wall of Sandriver's booth, a huge 9-meter-long cashmere felt painting attracts visual attention. A huge piece of color-blocking cashmere with yaks and goats on top presents a scene of grassland pastures under snowy mountains. According to the introduction, this work is all done by hand and is another innovative work in Sandriver's handmade felt series. After breaking the barrier between handmade felts and different materials, this exhibit breaks through the limitations of machines by hand, allowing designers and artisans to better use their imagination.
The color scheme is inspired by traditional Tibetan culture and costumes, while the yak and goat appear as two representative animals of Tibet that are strongly associated with Sandriver. The creation of modern art presents a visually striking and multifunctional work for the audience.
The hand-sculpted cashmere felt series is a unique handicraft of Sandriver that has been restored and recreated from the traditional felting techniques of nomadic peoples over a period of nine years. The "no weave, no spinning", handmade felt represents the nomadic spirit and culture, and requires many hours of handcrafting by experienced artisans. When the ancient technique is applied to the present day, it represents not only the memory and wisdom of the nomadic people, but also the revival and active inheritance of traditional Chinese craftsmanship.
From the brand's departure in 2012, with cashmere as the carrier, Sandriver has explored, restored and innovated all the way along the history and culture of nomadic people ...... Nowadays, Tibet is the next destination of Sandriver.
And on the screen next to the giant cashmere felt work, the whole process of making this product is shown, Sandriver records and spreads the accumulation of Chinese traditional culture and extraordinary creativity.
This is also the debut of Sandriver's Tibetan series, which relies on ancient craftsmanship to explore the spiritual culture of Tibet and refine it, and then using it in modern design home products. From the daily household blankets and eye masks to the huge decorative paintings in front of us, Sandriver is digging deeper and deeper into the heritage of traditional ethnic craftsmanship.
At the same time, the Tibetan collection exhibited in M&O is also a preview of the 2023 Everest show, opening a new chapter in Sandriver's journey to revive traditional craftsmanship.
Social Responsibility: Developing with sustainable momentum
The brand philosophy of "Care, Craft, Comfort" has been the original intention of Sandriver for ten years. On the way from Inner Mongolia to Paris, Sandriver has impressed consumers with the power of action to practice sustainable development.
The traditional handicrafts used by Sandriver are an important manifestation of environmental protection and sustainability, such as hand-molded cashmere felts, hand embroidery, hand-stitched edges and other purely manual production processes that minimize the involvement of modern industrial machines. It creates low-carbon production lines that also allows traditional handicrafts to be of greater value. The use of plant dyes and the launch of the "Zero Waste" collection demonstrate the brand's commitment to environmental protection and the elimination of resource waste.
In addition, Sandriver believes that sustainable development is inseparable from humanistic care, and has established a healthy supply chain and system with herdsmen to give back to the herds.
When it comes to the process of handicraft making, Sandriver brings women in remote areas to participate, without the need for machines or leaving their homes, so that these women can use their skills to create their own value within their means. In recent years, Sandriver has gradually begun to reach out to the larger community through women, with the hope of promoting the development of the community as a whole.
With the spirit of craftsmanship to build a Chinese brand, Sandriver's continuous appearance at M&O is a clarion call for the revival of traditional Chinese craftsmanship and the telling of Chinese stories with Chinese culture.
