EAST Hong Kong and Wallace Stores unveil ‘dreamer’ pop-up experience

EAST Hong Kong hotel has partnered with local men’s archive fashion designer label Wallace Stores to launch a pop-up experience themed around “dreamer". 

Available until 11 August, the partnership aims to redefine hotel experiences by transforming the hotel into a vibrant fashion archive that celebrates creativity and cultural expression through curated collaborations with local designers and artists.

A spokesperson from EAST told MARKETING-INTERACTIVE that partnering with Wallace Stores allows the hotel to fuse fashion, culture, and sustainability, creating a unique hotel experience that aligns with the brand's concept of "Arrive at a different place". "We also wish to collaborate with local artists to nurture and achieve different possibilities at our hotel," the spokesperson added. 

Since opening in 2023, Wallace Stores has featured the cultural significance of iconic designs by renowned designers such as Maison Martin Margiela. Founder Wallace Kwan, passionate about fashion, aims to share his extensive collection and insights garnered from years in the design industry. Wallace Stores has invited visitors to explore the artistry of fashion and engage in meaningful discussions about its impact on culture and identity. Kwan will also introduce Maison Martin Margiela's classic archive and his own REMAKE archive series to EAST Hong Kong, enriching guest experience.

This initiative has featured the creative vision of Kwan and his brother and artist Godfrey. Together, they have merged fashion, art, and the concepts of remake and archive in the hotel, transforming the space into a vibrant creative hub. This project will showcase in different formats at Lobby Domain on the ground floor, Domain on the first floor, as well as Suite 3003 at a limited-time weekend pop-up.  

By incorporating archive fashion into the hotel setting, guests can experience the evolution of style in an engaging way. Displaying historical pieces alongside contemporary designs fosters a dialogue between past and present, highlighting the artistry of fashion and encouraging reflection on the stories behind each piece.

In the Lobby Domain, a bed and a mirror will be artistically sprayed by Godfrey with visuals, creating a bedroom setting that embodies the “dreamer” theme. Domain on the first floor will host a pop-up event featuring co-branded merchandise, symbolising togetherness through the “WE” concept, which represents the collaboration between Wallace Stores and EAST. This setup will creatively incorporate an old wine cupboard from Sugar, adding a distinctive sustainability touch to the experience.  

For the first time, Wallace Stores will pop up at our hotel, bringing an exciting new dimension to the “dreamer” collaboration. Suite 3003 was transformed into a fashion archive for a special pop-up event on 14 and 15 June, offering guests the opportunity to immerse themselves in the world of fashion featuring Maison Martin Margiela's classic archive and Wallace’s REMAKE archive series. 

The pop-up experience is being promoted via social media, press releases, paid media, e-newsletters, events, pop-up stores, and in-hotel advertising to engage both local residents and travellers.

Regarding the measure of return on investment (ROI), the spokesperson said success can be measured through guest engagement at the launch party, foot traffic at the pop-up store, merchandise sales, social media mentions, and overall guest satisfaction during the collaboration.

"This collaboration sets a precedent for innovative partnerships in the hospitality industry, encouraging marketers and advertisers to explore creative, cross-industry collaborations that enhance guest experiences and brand visibility," the spokesperson added. 

Jennifer Cheung, general manager of EAST Hong Kong, said: "In our 15th year, we remain committed to surprising our guests with fresh and creative experiences. Partnering with Kwan and Godfrey has been an exciting opportunity to explore unexpected ways and showcase what a hotel can offer."

Eddie Pang, director of restaurant and bar at EAST Hong Kong, said: "This initiative encourages us to rethink hotel and café spaces through collaboration, challenging traditional norms. With creative minds such as Kwan and Godfrey, we aim to showcase a unique experience and highlight local designers and artists at our pop-up."  

"This project integrates my collection and ideas since opening my store opening. When I think of staying at a hotel, I envision a pristine bed and the essence of dreams, which inspired the theme 'dreamer'. My recent experiences have taught me to cherish life's fleeting moments. My brother Godfrey has always said that while I've excelled in fashion and art, we never imagined we could create something new together in a hotel setting. After all, everyone is a dreamer," Kwan said.

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