Overall planning
Branding
Artists Sourcing & Co-ordination
Design Adaptation
Production
Marketing Strategy
Event Co-ordination
KOL Management
PR Management

SCOPE

A true immersive and for all experience, combining retail, exhibition, interactive games, workshop / classes and football games for public, tenants and internal staff
Designed & built the first 2v2 football court inside a shopping in HK and hosted first ever 2v2 competition
Invited Umbro, an iconic football brand, for first ever pop-up shop, collaborating with local fashion brand Luddite
Invited top local male and female footballers for opening event and hosted classes for kids
Collaborate with top YouTubers to create social videos

HIGHLIGHT

Public football competition fully registered in less than 2 hours
Hosted almost 50 football games for public, tenants and internal staff
Hosted 10 football classes for kids and fully-booked
One of the social videos collaborated with YouTuber generated almost 400K views on IG
Huge boost in mall traffic with a jam packed atrium on the final day
More than 5000 customers participated in the interactive games and signed up via the mall mobile app
Generated $90M HKD PR value

IMPACT

GALLERY

AIRSIDE EURO 2024

Airside, a new shopping mall in Kai Tak, has enlisted us to develop an exhibition aimed at attracting younger audiences. Aligned with the excitement of the Euros, we have curated "The 12th Man" project.

"The 12th Man" connects European and local Hong Kong football fans through diverse cultural, artistic, and entertainment perspectives. The initiative showcases the fervor and passion of football, inspiring local fans to learn from heartfelt stories and become the "Strongest Twelfth Man" - passionately supporting their teams. By tapping into the universal language of football, "The 12th Man" creates a vibrant cultural exchange, fostering deeper appreciation for the sport's ability to transcend borders and unite communities.

Through immersive displays and engaging programming, the exhibition promises to ignite the imagination of Airside's target demographic, solidifying the mall's position as a dynamic destination celebrating the convergence of sport, culture, and entertainment.