FASHION WALK CHRISTMAS 2017

Fashion Walk is an area covering a collection of indoor and outdoor space without a highly visible boundary. It specifically targets sophisticated, fashion-forward and trend-leading customers. We have been commissioned by Fashion Walk to work out a distinctive and edgy Christmas concept since 2016.

WHAT WE DID

Concept Development | Publicity | Event Management | Design and Production

Music is a universal language that can deliver love and warmth via each musical note. A centralized theme of “Tune in to Christmas” was developed for 2017 Christmas campaign.  A series of installations was developed at Fashion Walk to echo with the centralized theme and celebrate a musical Christmas with the trendsetters.

 

First, we lined up the renowned multimedia artist Remo Saraceni from Italy to build and install the world’s longest and Hong Kong’s first-ever seven-meter outdoor Big Piano at the Paterson Street of Fashion Walk for two months. Shoppers could interact with the Big Piano using their feet (but not hands) and stage their dance performance on this giant musical playground. To echo with this installation, an unique performance with 6 dynamic dancers dancing and playing notes on the Big Piano was arranged during weekend to generate excitement and engagement throughout the Christmas season.

 

Second, a 4 meter tall musical installation was presented at the Atrium of Fashion walk by Betty Ng, renowned local talent in architecture and design; and award-winning mixed-media artist Chris Cheung. It is an interactive sound sculpture featuring an interaction of architecture and music plus a sparling feature form by 20 transparent musical pipes is developed at the Atrium.  Trendsetters could orchestrate their own Christmas tunes simply by moving their hands upward and downward.

 

Third, 8 pieces of musical Christmas trees featuring 8 tenants from Fashion Walk including BurgerRoom, COEDO Taproom, Francfranc, Fjällräven, kate spade new York, King Ludwig, and Liger were also displayed along Paterson Street.  Shoppers could get inspiration of the latest fashion, lifestyle and dining trend from these musical trees

WHAT WE ACHIEVED

During this two-month campaign, over 90% of passer-bys and shoppers was aware of Fashion Walk Christmas Campaign. Over 70% of passer-bys also played with the Big Piano which successfully made the beautiful chants play all the time along the street to celebrate this festive season.  

HIGHLIGHT

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