15: DESIGN (EXPERIENTIAL/SPATIAL/ENVIRONMENTAL)

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

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

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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.