How should we analyze corporate gift-giving in depth? The quality and practicality of the object itself is only a superficial consideration—a tasteful gift recipient should take the time to understand the story and values behind the gift and have a nice dialog with the company. This article offers a rare glimpse into the thought process behind gift-giving by examining “Old Seems Different”, a table-top storage set designed and produced by META Design under commission by Farglory Group. The unique aspect of this storage set is that it was manufactured using metal pipe waste materials derived from Farglory’s construction sites.

Gift-giving for branding: behind corporate gift giving

Unlike ordinary gift-giving, corporate gifts not only express honor and gratitude to the recipients, but also serve as the best medium for corporations to convey their most valued brand propositions and respond to social issues. “Old Seems Different” was a storage set made from leftover construction site pipes that had been re-cut, ground, and assembled. The patina and mottled patches imprinted by time are what make the recycled waste unique; however, many voices questioned whether it was disrespectful to gift a product made from recycled waste. To this, Farglory Group gave a firm answer based on its perseverance and understanding of its own brand and corporate culture.

Collision and communication: Farglory’s uncompromising beliefs

“Farglory isn’t sacrificing quality, but rather attempting to challenge society’s definition of ‘a token of gratitude’.” For most enterprises, high price and superior quality are the primary considerations when designing corporate gifts; however, Farglory Group believes that instead of price, corporate gifts should embody value. In the case of “Old Seems Different”, the effort and craftsmanship invested in the design and the manufacturing process were no less than those of products made from new materials. In fact, the cost of producing this gift was much higher than that of an ordinary product. Farglory’s original intention was to let gift recipients touch and see the product so they could experience the “circular economy” and recognize Farglory’s commitment to solving the problem of construction waste. With this gift, Farglory’s goal was to dispel recipients’ stereotypical impressions of recycled waste.

Farglory hopes that each of its corporate gift recipients will listen attentively to the words and stories behind their gift in addition to evaluating the price. Those who are willing to look into and savor the gift in such a delicate manner distinguish themselves as true VIPs—the partners Farglory Group has been searching for.

 

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