HSBC partners with HK fashion icons to tease latest M+ exhibition

HSBC has teamed up with local celebrities to tease its upcoming #OpenToArt initiative, coinciding with M+ special exhibition, "Guo Pei: Fashioning Imagination". 

Having served as the inaugural lead partner of M+ since 2022, HSBC has been committed to introducing the world's most exquisite artworks to Hong Kong. This time, as the lead sponsor of M+'s special exhibition, HSBC has embarked on a two-month-long unconventional marketing journey, and plays a pivotal role in supporting M+ to highlight the legacy of couture craftsmanship.  

The exhibition features more than 40 haute couture show pieces designed by Guo Pei, who stands out as the only Chinese designer to have presented 10 couture shows at Paris Haute Couture Week for five consecutive years.  

Through sponsoring this exhibition, HSBC will be introducing visitors to Guo Pei's world, gaining insights into her unique design journey. 

As part of the campaign, HSBC has partnered with four distinctive fashion icons, including local artists Kathy Chow, Grace Chan, Mayao Ma and Heidi Lee, to create a captivating Instagram Reels teaser ahead of the exhibition.  

The video showcases these talents walking the red carpet, turning the city into a dynamic runway that bridges the HSBC main building to M+.  

This visually stunning representation symbolises HSBC's commitment to unlocking a world of opportunities for diverse individuals and its dedication to #OpenToArt, breaking both physical and artistic boundaries and inspiring the community to be "Open to Art". 

Done in collaboration with PR agency MSL Hong Kong, HSBC has enhanced visibility for this special exhibition through a diverse array of marketing tactics.

Apart from generating buzz through PR and social media, HSBC has strategically placed a tram shelter advertisement in Central, engaging diverse audiences to appreciate Guo Pei's artistry.

These advertisements are designed to captivate passersby, amplifying excitement and curiosity among the local community. By creating a buzz around the forthcoming exhibition, HSBC aims to engage and inspire individuals, fostering a greater appreciation for art and culture within the city.

Luanne Lim, chief executive, Hong Kong, HSBC, said, ‘We’re genuinely delighted to collaborate with M+ to present the works of another world-renowned female Asian artist in Hong Kong, following the Special Exhibition of Yayoi Kusama’s art. Madame Guo has dedicated her life to creating beauty and spreading joy through her art.” 

“At HSBC, we believe in inspiring people to broaden their horizons, connecting capital, people, and their ambitions to opportunities around the world. Our mission is to bring the best of the world to Hong Kong and the best of Hong Kong to the world. This is why we are immensely proud to be the lead partner of M+ and to support this magnificent exhibition,” she added. 

Cheuk Shum, managing director, head of marketing, wealth and personal banking, HSBC Hong Kong, said, “We are excited to promote M+ Special Exhibition, ‘Guo Pei: Fashioning Imagination’ across online and offline platforms, linking Hong Kong with the global art scene through innovative marketing ideas."

"The red carpet concept adapted in the Instagram Reels is an invitation for everyone to engage with art, reflecting our vision of turning Hong Kong into a dynamic stage for fashion and creativity. Through strategic collaborations with influencers, we strive to connect people of all backgrounds and ages to diverse art forms, broadening awareness of art events to a wider audience in Hong Kong," he added.

MARKETING-INTERACTIVE has reached out to HSBC for more information. 

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