ADVERTISING

HSBC

Open to Art

Agency: MSL

This immersive art experience can be found at Hong Kong’s bustling Tsim Sha Tsui Star Ferry Pier.

Henry Chu’s vibrant abstract flower visualisations are triggered by movement.

Yayoi Kusama’s iconic pumpkins are also displayed as part of a roster of rotating artworks.

Description

HSBC’s ‘Open to Art’ initiative aims to transform and modernise people’s access to art and the way people experience different forms of art and culture in Hong Kong, which is one of the world’s biggest art trading centres.

To kick off, HSBC is turning the city of Hong Kong into an open canvas, while a Metaverse Gallery is giving local emerging artists much-needed exposure.

At Hong Kong’s bustling Tsim Sha Tsui Star Ferry Pier, HSBC has transformed a huge 3D digital billboard into an immersive art experience. MSL Hong Kong collaborated with new media creator Henry Chu, whose work has been exhibited in some of the world’s most prestigious museums such as the Museum of Modern Art in New York, Hong Kong Museum of Art and M+ Museum in Hong Kong.

Chu’s vibrant abstract flower visualisations are triggered by movement, forming unique digital art pieces. As part of a roster of rotating artworks featured, Yayoi Kusama’s iconic pumpkins are also displayed as a 3D art piece to encourage locals to visit HSBC’s sponsored M+ Special Exhibition, Yayoi Kusama: 1945 to Now.

HSBC’s ‘Open to Art’ Metaverse Gallery is another new platform where local artists can showcase their work, transforming traditional art into immersive digital experiences. Local artists showcasing their work include Flyingpig, Wong Ping and Yeung Hok Tak.

“Open to Art aims to transform the way people access art and the way art can be experienced by the audience. This ultimately brings amazing art and cultural experiences to the Hong Kong public, while making contemporary visual culture more accessible to everyone. Stemming from our HSBC brand promise of ‘Open up a world of opportunity’, this will also serve as a long-term platform where HSBC aims to open up the community to more things, like Open to Sports, Open to Tech, and beyond,” adds Brian Hui, Head of Customer Propositions and Marketing, HSBC.

Alexis Chiu, Group Managing Director at MSL Hong Kong explains, “HSBC wanted to show its support for the city’s local art scene by launching the Open to Art initiative: a commitment to making contemporary visual culture more accessible. This installation is part of the bigger picture of transforming the city into a canvas for people to access and appreciate art in a new way.”

This professional campaign titled 'Open to Art' was published in China in January, 2023. It was created for the brand: HSBC, by ad agency: MSL. This Digital, Experiential, and OOH Outdoor media campaign is related to the Finance industry and contains 3 media assets. It was submitted about 1 year ago by Creative PR: Barbara Messer of Publicis Groupe.

Credits

Agency: MSL Hong Kong
Client: HSBC Hong Kong
Artist: Henry Chu

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