Pacific Place Re-launch, HK

Creative Campaign : A Fashionistic Interpretation of Thomas Heatherwick's Design

 

Photo Courtesy: yU+co[lab]

An Imagery Interpretatino of Thomas Heatherwick's Design :
This artisitic project was created as a launch for an iconic luxury mall, Pacific Place (Hong Kong), which was a refabrication project by international renowned designer Thomas Heatherwick. The campaign’s objective was to project Heatherwick's modern and sophisticated design sense through the eye of a fashionista. With such an approach, the project was meant to take up the challenge of translating the essence of the interior design theme into an imagery expression.


Iconic.  Sensual.  Fluidity  -  Visual Narration :
In order to re-promote the luxury mall as a re-newed iconic address, strategizing to reach sophisiticated customers, the campaign intended to innovate images in the notion of sensory fluidity. It took the sensuality of curviness to another level and created a series of imaginary mutation that cross-overed high-fashion, luxury homewares and fine-dining culture.

 

A Metaphor of Contemporization Process - The New Frame of Mind :

Since Heatherwick's original design was to provoke sensual response and love of delicacy, thus, parallelly, the images were made to resonate with this idea, under the theme line: The new frame of mind. It aimed to achieve a virtual motion, through photography and digital retouching, as a metaphor of contemporization process.

 

The Visualization

Projecting Heatherwick's modern and sophisticated design sense through the eye of a fashionista

Photo Courtesy: yU+co[lab]
Photo Courtesy: yU+co[lab]

Image Production.   Creative Process.

It took the sensuality of curviness to another level and created a series of images in the notion of sensory fluidity.

Test Stage: Photographic Creation

Test Stage: Photographic Creation

Image Courtesy: We Communications

Fashionistic Image: Retouching

Fashionistic Image: Retouching

Image Courtesy: We Communications

Resonating with Original Design

Resonating with Original Design

The Prior Campaign : Inspiring Possibilities

The aforementioned project was actually an extension of the corporate campaign entitled: Inspiring possibilities, in which the luxury lifestyle was a theme being explored as a visual focus as well.

Photo Courtesy: yU+co[lab]
Photo Courtesy: yU+co[lab]
Photo Courtesy: yU+co[lab]

The Team:
Advertising Agency:  We Communications Creative Team  (Creative and Senior Copywriter : Margaret Lam)

Production Partnership : Ki Photography