Hong Kong – The Hong Kong and Shanghai Banking Corporation Limited (HSBC) has launched its latest #OpenToArt initiative in conjunction with the M+ Special Exhibition, “Guo Pei: Fashioning Imagination,” aiming to transform Hong Kong into a vibrant hub for art, couture, and fashion.
Since 2022, HSBC Hong Kong has been the inaugural lead partner of M+, dedicated to bringing the world’s most exquisite artworks to the city. As the lead sponsor of M+’s Special Exhibition, “Guo Pei: Fashioning Imagination,” HSBC is embarking on a two-month innovative marketing campaign, playing a crucial role in showcasing the rich legacy of couture craftsmanship.
The Special Exhibition showcases over 40 stunning haute couture pieces designed by Guo Pei, the only Chinese designer to have presented ten couture collections at Paris Haute Couture Week for five consecutive years. By sponsoring this exhibition, HSBC invites visitors to explore Guo Pei’s captivating world and gain insights into her extraordinary design journey.
To promote the event, HSBC implemented a comprehensive marketing strategy that seamlessly integrated online and offline tactics, sparking an art frenzy across Hong Kong. In collaboration with the PR agency MSL Hong Kong, HSBC is enhancing the exhibition’s visibility through a wide range of innovative marketing approaches.
HSBC has collaborated with four prominent fashion icons—Kathy Chow, Grace Chan, Mayao Ma, and Heidi Lee—to create an engaging Instagram Reels teaser in anticipation of the exhibition. The video features these talents strutting down a red carpet that transforms the city into a vibrant runway connecting the HSBC Main Building to M+. This visually striking representation highlights HSBC’s commitment to unlocking opportunities for diverse individuals and reinforces its dedication to the #OpenToArt initiative, breaking both physical and artistic boundaries to inspire the community to embrace art.
Additionally, HSBC also strategically installed a tram shelter advertisement in Central, effectively reaching diverse audiences to celebrate Guo Pei’s artistry. These eye-catching ads are designed to captivate passersby, sparking curiosity and enthusiasm within the local community.
By creating a buzz around the upcoming exhibition, HSBC seeks to inspire individuals and foster a deeper appreciation for art and culture in Hong Kong. This initiative not only engages a wide audience but also enhances awareness of the vibrant artistic landscape in the city.
Cheuk Shum, managing director and head of marketing for wealth and personal banking at 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.”
HSBC will continue to support and sponsor M+ exhibitions and community activities, demonstrating its commitment to enhancing the artistic landscape. Through the #OpenToArt initiative, HSBC aims to foster art and culture, bridging local and global boundaries to connect artists and artworks with the vibrant city of Hong Kong.
