LONDON – The awards ceremony of the China International Film Festival London 2014 was held in Central Hall of Westminster on December 6, 2014. The presence of popular movie stars and celebrities including Yang Mi, Nick Cheung, Liang Jing, Peter Chan and Du Haitao made the ceremony a particularly glamorous event. Among the award winners was China's top furniture brand CAMERICH, whose brand video Design for Desire was awarded Grand Jury Prize for Cinematography. 

According to Mr. Kong Xiangxi, President of China International Film Festival London 2014, the theme of the event was "Chinese dream in films". One of the most important tasks of the film festival, which became an official partner of Beijing International Film Festival (BIFF) this year, is to help collect and screen films from the UK and invite celebrities from the British film community to attend the BIFF 2015 to be held in Beijing next April.

This is the second international award that Design for Desire has won. At the Special Visual Tour of Beijing International Design Week back in September, CAMERICH excelled from 30 competitors from around the world and won Visual Design of the Year award. As a special partner of China International Film Festival London, Beijing International Design Week has been making admirable efforts to promote award-winning designs. That's why CAMERICH eventually became the sole furniture brand to showcase itself at the film festival.

China International Film Festival London is intended primarily to promote Chinese films in the overseas market and drive the communication and cooperation between the film sectors of China and the UK. It opens a new chapter for the internationalization of Chinese films. 

In addition to the routine activities such as the awards ceremony and the film show, this year's event also features special sessions for academic exchange and a business leaders' summit for the film communities of China and the UK. Introduced for the first time in the history of the event, the Grand Jury Prize for Cinematography is intended to award artworks that enable communication with consumers through vivid, moving languages. As the first commercial brand to win the prize, CAMERICH turned out to be the focal point that night.

Addressing the awards ceremony, Ms. Shirley Wang, CAMERICH Brand Operating Director, said: "We are excited to see Design for Desire win the favor of the grand jury of China International Film Festival London as well as this special prize. As the leader in the internationalization movement of China's furniture sector, CAMERICH sees its brand video not only as something to convey its brand values, but also as a new trendsetter for similar brand videos of the entire industry. We all know one famous saying, ’If you are remembered, you will be rewarded.’ We are so glad to be rewarded in such a special way here at the film festival." 

The award turned out to be a great encouragement to the CAMERICH stores in London. As one of the most mature international markets for the brand, London is home to 5 CAMERICH stores at present. And CAMERICH's publicity at the film festival has greatly improved its brand awareness in the UK market.

"The proactive efforts of CAMERICH in a number of fashion, culture and art events, including Milan International Furniture Fair, Beijing International Design Week and China International Film Festival London, highlight its determination and ability as a rising strong brand. In the meantime, it has also boosted our confidence in the long-term, in-depth cooperation with CAMERICH," said Mr. Rowen Meehan, a CAMERICH dealer in London.