An architectural icon in itself, Henderson Land has designed H Queen's to be the center of art and lifestyle in Hong Kong. As the only art-centric building in the whole of Hong Kong, H Queen's houses avant-garde spaces that incorporates a historical setting with an advanced modern design. A premium tailored building set in the urban backdrop of Central, it possesses a one-of-a-kind identity like no other, bringing together a diverse showcase of art galleries, dining and retail ventures to revolutionize cultural experiences in the very heart of Central.
With the launch of this new building, the creative brief was to prompt excitement for H Queen’s as a new centre of art and lifestyle hub of Hong Kong. The three trade mixes of art galleries, dining and shopping must be clearly communicated.
A true artistic utopia, we intercept the three trade mixes of art, dining and retail to create "the centre of an artful lifestyle". In the middle is 'art', the key element of the building, within which unique sculpture and art pieces are created to represent a spacious gallery space. As it expands exponentially from the centre of the canvas, it intercepts on its left and right with dining and retail. Basking in the warm wooden glow of the restaurant is a couple, dining as they embark on a journey of gastronomical delights. Also on a quest is a lady in the shop reveling in her new discoveries, indulging in the new perfect fit. The subtle colour differences between the three spaces highlight the wonderful trichotomy within H Queen's, joint together with an artful unity between the three trade mixes. To communicate the prime location of the building, the utopia is set right in the center in the backdrop of Hong Kong. The described artwork has been created for the tram body, the tram shelter, tram body, advertisements, outdoor billboards and multiple media adaptation designs for this campaign.
Since the launch of the campaign, H Queen's have been featured in numerous local and pan-Asia media, publications and art journals. The project has successfully aroused public awareness of this new art hub, creating excitement in celebration of the upcoming Art Basel period in Hong Kong.
12C, 49 Wong Chuk Hang Road, Hong Kong, Hong Kong NA HK