HK Observation Wheel transforms into summer canvas for local community

The Hong Kong Observation Wheel (HKOW), operated by Great Entertainment Group (GEG), has forged a strategic partnership with non-profit arts organisation HKWalls to launch “Art at The Wheel”, a summer art activation celebrating local creativity and imagination, as well as spreading positivity to the city. 

As part of this initiative, five emerging Hong Kong artists have transformed the space around the wheel with vibrant, original works since 16 and 17 August, themed around summer fun. This move aims to showcase the positive sides of summer, reminding people of all the fun things that are to do, both at the wheel, at the beach, you know, just being outdoors.

Unearthing insights

Explaining the insights behind the partnership, Edward Bean, director, creative services of GEG, said during an interview with MARKETING-INTERACTIVE, that given the high volume of daily visitors to the wheel, GEG and HKWalls saw an opportunity to broaden the spectrum of entertainment offered to the public, and the partnership aims to reach a wider audience. 

"So one of our first forays into the art world was with murals and street art. We worked with a few known muralists and artists for the first two or three years. We had heard a lot of great things about the work the HKWalls was doing, and as a gateway to the arts community in terms of murals and an artist, it was a very natural partnership for us to look towards," he added.

GEG and HKWalls share a common vision: to create meaningful opportunities for both local and international artists to showcase their work through the medium of public art. Their partnership aims to celebrate creativity and originality, while fostering positive connections with the Hong Kong community through artistic expression.

One of HKWalls' key initiatives is a youth mentorship scheme that pairs young, driven artists with more established professionals., said Jason Dembski, co-founder of HKWalls. 

"They work together for five to six weeks, meeting at least once a week, talking about practical things of how to scale up a mural from a small sketch to their careers all kinds of different things. It helps them build relationships across generations and gives them the confidence to basically paint what is for most of them, their first mural," he added.

In terms of the art murals, Bean said it's a basic brief that revolves around some aspects of Hong Kong and the partnership wishes to give the artists as much freedom creatively to interpret that.

"So whether that's celebrating the wheel as an iconic part of the Hong Kong waterfront, or if it's celebrating the carnival, but interpreting that with the Hong Kong skyline, or the current theme - summer, it's all about Hong Kong." Bean explained. “In one way or another, every piece always comes back to the city.”

In addition to promoting the initiative on social media, Bean shared that the partnership also aims to engage both tourists and locals through live painting sessions by the artists. "A big part of the fun in this project is that the artists actually get to engage with people who will stop by and ask 'What are you doing?' I think from the feedback that we've had from the artists, that's a large part of what they love about working here."

Currently, five murals are in progress, all centered around a "Summer fun" theme, said Dembski. “It’s all about promoting positivity and celebrating the joyful aspects of summer—reminding people of all the fun things they can do, whether it’s enjoying the attractions at the wheel, spending time at the beach, or simply being outdoors and soaking up the sun,” he explained.

True ROI of the partnership

While the investment cost was not disclosed, Bean confirmed that all contributing artists were compensated and given a platform to exhibit their work. "Every artist is fully credited, with their Instagram accounts linked for visibility," Bean said. "We've seen many artists and photographers gain subsequent work from exhibiting with us, which is incredibly rewarding."

He added that the return on investment (ROI) for the partnership isn't commercial—it's the smiles on people's faces. "It's seeing engagement and knowing the artists are benefiting and enjoying the experience. That's the true ROI for us. This initiative is simply our way of supporting the arts community in Hong Kong, which is what's really important."

Apart from supporting the local art community, the partnership also celebrates the DNA of GEG, which is community and art, said Bean. "Art is a huge part of our identity, which also extends to music, dance, performing arts, sport, wellness, and all related aspects of education and charity. These elements are fundamental to what the company stands for and how we support the community at large."

"This isn't really marketing, but it's kind of built into our ethos of trying to provide opportunities", said Dembski. "So part of the opportunity is the artists painting in this amazing location, but then also having that the visibility online as well. And the wheel backs us up by providing a film crew to come in and shoot the artist, painting and producing a lot of content around the activities, on top of what we would be doing online."

In fact, Hong Kong has a robust history of celebrating diverse art cultures through major events such as Art Basel and Art Central. Bean noted that this partnership aligns with government incentives to make art more approachable for both locals and tourists.

"With the expansion of events such as Art Central and Art Basel, as well as the Affordable Art Fair, art is reaching a much wider audience than it did a decade ago," said Bean. "While these large fairs are important, we want to offer opportunities on a more local, grassroots scale. 10 years ago, art could feel intimidating to many; today, appreciation is far more widespread. Our goal is to provide something people can simply enjoy and be immersed in. That's why supporting these young, emerging artists is so important to us, and we are proud to be part of their growth."

Looking ahead, Bean expressed excitement about formalising their six-year, previously sporadic collaboration into a sustained annual partnership. This new framework—commissioning a set number of murals each year—establishes a dedicated platform for growth. “As our company expands, we can offer more opportunities and space,” he said, referring to both physical venues such as fences and event spaces, and digital exposure on the site's numerous screens. Bean anticipates that increased events and thematic narratives will create even greater opportunities for artists and HKWalls alike.

Regarding HKWalls' future, Dembski stated that the organisation will continue its core initiatives. This includes its main annual event—a street art festival held each March. The festival coincides with Hong Kong's "art month," running parallel to Art Basel and other major events, and serves as a complementary, public-facing celebration.

A key aspect of the festival, and of partnerships such as the one with the wheel, is the excitement of discovering new artists and supporting their growth. "Being a part of that development is what keeps us going," Dembski added.

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