15: DESIGN (EXPERIENTIAL/SPATIAL/ENVIRONMENTAL)
Discover the State Theatre in All of Us - New World Development
New World Development
|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
|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.