Pacific Place unveils immersive AI installation as part of latest rebrand

Hong Kong mall Pacific Place has unveiled an AI-powered installation that blends fashion, art and technology, inviting shoppers to immerse in a transformative journey of self-discovery.

As part of the mall's rebrand, Pacific Place has been transformed into an experiential stage where fashion, art and self-expression converge, embodying the ethos “THIS IS THE PLACE”. The campaign is accompanied by a tagline, "THIS IS THE PLACE THAT REFLECTS YOUR PERSONAL STYLE". In positioning itself as a premier lifestyle and fashion destination, Pacific Place aims to provide a platform for shoppers to express their unique personal style.

Available from 1 May to 26 May 2024, the initiative features a kaleidoscopic installation adorned with multi-dimensional screens, a central stage and an infinity tunnel, which features exclusive SS24 highlight patterns generated by artificial intelligence. Shoppers may strike a pose and showcase their distinctive looks on the stage. 

Furthermore, Pacific Place has launched an interactive AI game that generates visual patterns to reflect shoppers' personal style. They can answer three questions about their preferred dress code, palette and feelings to unlock a unique AI-generated pattern inspired by elements of the hottest SS24 collections such as florals, plaids and gradients. It’s a customised visual interpretation tailored to shopper’s tastes, styles and personality traits, which can serve as some tips on refreshing their wardrobe based on their personal style.

These bespoke patterns will also be showcased in an immersive mirrored prism installation, providing a backdrop for shoppers to capture their distinct style and make a bold statement of self.

Furthermore, shoppers can extend their fashion journey at Starstreet Precinct, where they can explore installations and benches adorned with a diverse range of patterns, adding to the immersive experience.

Pacific Place has engaged with select media and influencers to promote the experience, and further amplify on their websites and social media platforms. It has also leveraged extensive OOH such as tram stations and bus stations to embrace THIS IS THE PLACE ethos and reiterate Pacific Place is the city’s premier fashion and lifestyle destination.

Don’t miss: Pacific Place brings energy and joy to HongKongers with new rebrand

Back in September last year, Pacific Place launched a vibrant brand to refresh energy and joy to bring new inspiration to visitors and appeal to younger audiences.

Leveraging the brand ethos of “THIS IS THE PLACE”, Pacific Place led the way in bringing two new ideas and fresh inspirations to visitors, including "This is the place where your true colours shine through". Another idea that the brand was trying to bring to visitors is the theme "This is the place where your inner child comes out to play", which featured a colourful bear army to inject vibrancy and energy into the mall. 

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world!

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