Hypefest HK gears up with exclusive brand collabs and pop-ups

HYPEBEAST, an online platform for contemporary culture and lifestyle, has partnered with several brands and local talents to unveil a range of exclusive merchandise and pop-ups for the first edition of Hypefest in Hong Kong.

Presented by HYPEBEAST, Hypefest Hong Kong 2024 will be held at the Central Harbourfront Event Space on 9 and 10 November. The event will feature a curated mix of regional and international music performances, limited-time branded pop-ups with exclusive product showcases, art installations, as well as a food village, highlighting the intersection of creativity and culture. 

HYPEBEAST will unveil a limited edition “Sun bleach” collection in collaboration with South Korean designer Jiyong Kim at Hypefest. Featuring Kim’s unique sun dye technique, this capsule is crafted to echo the spirited and vibrant essence of a carnival theme with a palette of soft and airy hues. In addition, Kim will present the collection in an art installation featuring real-time sun-dying apparel. 

Adding to the exclusive launches at Hypefest is the collaboration from PIET x Oakley, featuring co-branded T-shirts, distressed denim, shoes, and accessories. Coming together for a third time, the duo aims to pay homage to local Brazilian subcultures while simultaneously tapping into Oakley’s archives. 

Additionally, the PIET team will join forces with Prodip Leung, a Hong Kong artist and a member of the rock band LMF, to create a T-shirt exclusively for the event. The T-shirt is themed around Leung's beloved alien civilisation and features his famous creation, "Reiki Starman," aiming to captivate fashion enthusiasts. 

Meanwhile, Hypefest has teamed up with local photographer Wing Shya to launch a special capsule titled “Hong Kong light and shadows”. It features two shirts adorned with images such as the Hong Kong Coliseum, capturing the spirit of music performances and festivals, as well as evocative snapshots of historic Hong Kong streets that echo the rich subculture tied to the HYPEBEAST brand.

This collaboration pays homage to HYPEBEAST's Hong Kong roots, celebrating the city's vibrant cultural heritage and its influence on contemporary fashion, positioning the capsule as a tribute to this legacy.

On the other hand, HYPEBEAST has collaborated with MEDICOM TOY and RINARO ISODYNAMICS to launch the event-exclusive edition of BE@RBRICK AUDIO portable Bluetooth speaker, which merges the iconic BE@RBRICK design with advanced sound technology.

The festival will also feature collaborations between HYPEBEAST and other brands to launch activations that aim to allow visitors to learn more about various creators through the lens of HYPEBEAST. 

For example, Hypefest has partnered with Japanese brand ASICS SportStyle to invite attendees to a special pop-up experience. In line with the brand’s belief, “Move your mind with ASICS,” guests will be welcomed with an immersive digital installation featuring their debut sneaker, the GEL-KINETIC FLUENT.

Moreover, Timberland will host a “TIMBS it YOURSELF” customisation workshop at Hypefest, featuring exclusive shoe accessories that are available only at the event.

In terms of installation, Hypefest has collaborated with Japanese artist Coin Parking Delivery to host an exclusive art installation. This will be the artist's first installation in Hong Kong, providing attendees with the chance to meet the artist's mascot and view his tallest inflatable artwork to date.

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

Don’t miss: Carlsberg sponsors first edition of Hypefest HK to enhance customer experience

While music will be the main attraction at Hypefest Hong Kong 2024, the event’s official partner Carlsberg is enhancing the customer experience with a custom brand area that combines beer, music, and art for a complete lifestyle immersion.

Carlsberg will launch a branded DJ stage inspired by its iconic hop leaf, showcased as a three-dimensional spectacle with a vibrant backdrop for the audience. It has also invited various local and regional DJs such as Yuka Mizuhara, Just Bee, JFÜNG, and Jerry Haha to perform on the stage, aiming to ensure that the exclusive DJ stage features high-energy performances filled with quality.

To enhance the visitor experience, Carlsberg will launch a hop leaf-inspired outdoor bar, featuring branded glass bottles that create a stylish hangout setting. Illuminated by vibrant green lights, the bar will also provide an electric ambience, adding an extra burst of energy to the setting.

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