Developed by Leo Burnett, the drive plays up how unleashed creativity ruptures conformity, taking its cue from the unconventional core of the G.O.D brand.
Models took to the streets in Hong Kong’s busy Central district, improvising a catwalk among the bustling rush-hour crowds. Unexpected activities included lying down for a quick nap or playing games. The campaign is set to continue in upcoming months.
Models took to the streets in Hong Kong’s busy Central district, improvising a catwalk among the bustling rush-hour crowds. Unexpected activities included lying down for a quick nap or playing games. The campaign is set to continue in upcoming months.
“I believe culture and retail can be combined. The Delay No Mall concept stresses the experimental, a fusion of retail and culture,” said G.O.D co-founder Douglas Young. “Hong Kong is a very materialistic city; it’s always shopping, shopping, shopping. I believe people have a need for more culture.”
Delay No Mall features labels from both international and independent designers, interspersed with sleep pod installations, a gallery, a performance van complete with a DJ and a tattoo parlour for shoppers wanting to get inked in the new mall.
