Aihuishou Brings Morandi’s Quiet Aesthetic into Everyday Circular Action
Aihuishou, a Chinese secondhand recycling platform developed by ATRenew, has partnered with the Shanghai Museum of Art Pudong to launch a new campaign inspired by the exhibition Giorgio Morandi: Solitude. The initiative, which began on 20 July, draws on Morandi’s signature muted still-life aesthetic to explore the idea of a “low-saturation” lifestyle—one centered on simplicity, calm and mindful consumption.
Through its “Return to New Life” programme, Aihuishou aims to bring the exhibition’s artistic atmosphere beyond the museum and connect everyday recycling actions with the idea of giving objects a second life.
The campaign invites consumers to complete one of three green actions—including recycling at least 0.2 kg of recyclable materials, completing a qualifying recycling transaction, or purchasing selected secondhand products—to receive limited-edition collaborative merchandise.
The products include a DIY plaster still-life kit inspired by Morandi’s bottles and vases, a foldable storage bag featuring a detachable vase motif, and seed paper designed to transform into living plants. By combining art, reuse and participatory experiences, the collaboration seeks to make circular consumption more tangible, demonstrating how everyday objects can acquire new meaning when they are reused, redesigned and seen from a different perspective.
