Discover the State Theatre in All of Us - New World Development
New World Development

Shortlist

Title of Entry:	Discover the State Theatre in All of Us
Brand:	New World Development
Product/Service:	New World Development
Client:	New World Development
Entrant Company:	Saatchi & Saatchi Hong Kong, MSL Hong Kong
Creative Team:	Group Creative Director: Christopher Lee Associate Creative Director: Francis Wong Associate Creative Director: Jackie Wong
Other Credits:	Group Managing Director: Alexis Chiu Director: Miuson Chi
Sector:	02: CORPORATE
Notes:	The State Theatre, a post-war entertainment hub, is one of the last surviving cultural monuments and destined for demolition. New World Development, Hong Kong’s largest property developer, had a 6-year conservation plan. But before it can start, it needed the support of the city. A city, however, that would rather make way for modern development, and allow its cultural heritage to disappear. Collaborating with historians, 1,000 artefacts were collected over 3 years and showcased. Guests learnt about the entertainment hub through immersive role play. Through 5 classic roles, uncover clues unique to you through interactions with theatre performers acting as ushers. Calligraphy decorated the iron gates referencing film typography of the 50-60s. Film poster painters brought back the most classic way to design movie posters. Musicians were also given the stage to perform while a specially curated music gallery was dedicated to once famous music hotspot. A neon-fixture of the iconic State Theatre architectural truss as the main installation paid homage to neon sign makers. Through this immersive experience: 30,000 attended in person and through virtual tours; over 1,000 media reports globally; celebrities, politicians and figureheads helped turn State Theatre into the most Instagrammable place.