According to G.O.D co-founder Benjamin Lau, the new mall aims to promote underground fashion and street culture. The launch sees Leo Burnett enlisted to devise the marketing campaign, which is expected to focus on experiential and outdoor, ahead of the official opening in late December.
“We stumbled across the location and saw the opportunity to revitalise the whole building,” explained Lau. “We are playing with lots of time elements inside the mall, which reflects the image of Hong Kong people who like to do things asap.”
