TONG CHONG STREET
MARKET
The Tong Chong Street Market project marks the next phase in the Taikoo Place brand’s mission to create immersive, engaging and experiences that draw traffic and attention to the district.
WE STARTED A FOODIE REVOLUTION
Gourmet street food has taken the world by storm. But until now, Hong Kong has been lagging behind. Local restaurants and diners have been crying out for an arena to fight for quality, creative and healthy street food.
A BOLD AND EDGY APPROACH
All too often ‘green’ initiatives are presented as passive and wholesome affairs. Tong Chong Street Market needed a bold, competitive edge - something to bring out the fighting spirit in foodies. If our mission is to fight for food industry - We needed a call to arms.
THIS MEANS WAR! THE ART THAT STARTED HK’S GREATEST FOOD FIGHT
We collaborated with renowned local graffiti artists START FROM ZERO, to design and deploy arresting, playful and provocative life-size stencil art of local street-food heroes doing battle through streets and office lobbies around Taikoo Place. These unique art pieces were also featured in the advertising and used to decorate all the furniture and stalls of the market.
Advertiser: Swire Properties - Taikoo Place
Creative Agency: Anonymous
Awards:
Marketing Excellence Awards 2016
- Excellence in Property Marketing (Gold)
MARKies Awards 2017
- Best Idea - Events (Silver)