Sun Life redefines art fair experience with ART021 HK title sponsorship

Sun Life is sponsoring the ART021 HONG KONG Contemporary Art Fair, following its launch in mainland China with over 20 international-grade art fairs hosted over the past decade. 

Founded in 2013 in mainland China, the annual art fair has gained popularity among celebrities and art collectors over the years, providing a professional platform for art-lovers to exchange ideas and share the latest trends in contemporary art. 

As the title sponsor, Sun Life aims to transcend geographical boundaries, providing an international platform for artists from Hong Kong, mainland China, and around the globe.  

This initiative will foster artistic exchange and learning, creating unity among artists. It will also offer the public an immersive artistic experience, beautifully realising Sun Life's international brand status and expansive vision, according to the release.  

With a vision to redefine the art fair experience, the event will be held from 28 August to 8 September, across iconic art venues such as the West Kowloon Cultural District, The Fringe Club, Victoria Park and Asia Society HK Center.  

The art fair will showcase five distinctive sections, including galleries, videos, sculpture, expansion and GBA art week.  

Located at 3/F of Phillips Asia Headquarters in the West Kowloon Cultural District, the exibition, named Sun Life Pavilion, will showcase the storytelling power of art.  

Sun Life will feature artworks from a group of talented local artists to depict Hong Kong's past, present, and future through their creative and compelling art pieces. This reflects Sun Life's role in the transformations in Hong Kong's history and embracing the cultural evolution. 

Sun Life also features work by the local artist Tsang Tsou Choi, commonly referred to as "Emperor of Kowloon". His first street painting in 1956 and his iconic calligraphy pieces left his mark across Hong Kong and beyond. 

To align with Sun Life’s forward-thinking approach, the event will also feature the works of Michael Lau, the "Godfather of Designer Toys," who revolutionises toy design into a form of contemporary art. His works blend life experiences with trendy culture, offering a modern perspective on Hong Kong's dynamic art scene. 

The event will also feature a new immersive sound experience offered by the BAUD headphones designed by Daniel Wu, who is a stalwart supporter of artistic development.  

Irene Ho, chief marketing officer of Sun Life Hong Kong, said, "Sun Life is committed to enriching the city's cultural fabric by championing large-scale art and cultural events. With our strong heritage in Hong Kong, our deep understanding and affection for this city are unparalleled. We firmly believe that art can forge a brighter tomorrow, and we aim to tell our story through art, showcasing Sun Life's commitment to and aspirations for Hong Kong.” 
 
“By bringing this prestigious event to the city, we also strive to create a regional impact through the intersection of art and finance, ignite creative ideas, and build a sustainable future through creative practices and community engagement, thus inspiring future generations through the art of future-ready,” she added. 

Ho concluded, "At Sun Life, we strive to elevate client experiences through the power of innovation. We take great pleasure in offering art enthusiasts a truly unique experience at our Pavilion. By connecting with these distinguished artists, we present artworks that beautifully capture the essence of Hong Kong – its rich history, dynamic present, and promising future, reflecting both our brand's enduring legacy and our forward-looking vision." 

MARKETING-INTERACTIVE has reached out to Sun Life for more information. 

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