The Hong Kong And Shanghai Banking Corporation Limited (HSBC) unveils their latest #OpenToArt initiative, coinciding with M+ Special Exhibition, ‘Guo Pei: Fashioning Imagination.’
HSBC, the largest bank incorporated in Hong Kong, has served as the inaugural Lead Partner of M+ since 2022, with a commitment to introducing the world’s most exquisite artworks to Hong Kong.
As the Lead Sponsor of M+’s Special Exhibition, ‘Guo Pei: Fashioning Imagination’, HSBC has embarked on a 2-month-long unconventional marketing journey, and plays a pivotal role in supporting M+ to highlight the legacy of couture craftsmanship. The Special Exhibition features more than 40 haute couture show pieces designed by Guo Pei, who stands out as the only Chinese designer to have presented ten couture shows at Paris Haute Couture Week for five consecutive years. Through sponsoring this exhibition, HSBC will be introducing visitors to Guo Pei’s dazzling world, gaining insights into her unique design journey.
HSBC has teamed up with four distinctive fashion icons, including Kathy Chow, Grace Chan, Mayao Ma and Heidi Lee, to create a captivating Instagram Reels teaser ahead of the exhibition. The video showcases these talents walking the red carpet, turning the town into a dynamic runway that bridges the HSBC Main Building to M+. This visually stunning representation symbolises HSBC’s commitment to unlocking a world of opportunities for diverse individuals and its unwavering dedication to #OpenToArt, breaking both physical and artistic boundaries and inspiring the community to be ‘Open to Art’.
In addition to generating buzz through PR and social media, HSBC has strategically placed a tram shelter advertisement in Central, effectively engaging diverse audiences to appreciate Guo Pei’s artistry. These advertisements are designed to captivate passersby, amplifying excitement and curiosity among the local community. By creating a buzz around the forthcoming exhibition, HSBC aims to engage and inspire individuals, fostering a greater appreciation for art and culture within the city.
Cheuk Shum, Managing Director, Head of Marketing, Wealth and Personal Banking, 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 has partnered with the PR agency MSL Hong Kong to enhance visibility for this special exhibition through a diverse array of marketing tactics.
To captivate the public, HSBC will continue to support and sponsor M+ exhibitions and community activities. This collaboration highlights HSBC’s unwavering commitment to enhancing the artistic landscape. Looking ahead, through the #OpenToArt initiative, HSBC remains dedicated to fostering the growth of art and culture, transcending local and global boundaries to create connections amongst artists, artworks, creative fields, and the vibrant city of Hong Kong.
