LANDMARK celebrates timeless appeal of storytelling with reading hub

Hongkong Land’s shopping mall LANDMARK has launched “Find your chapter”, a reading hub in the heart of Central, as part of a summer initiative to celebrate the timeless appeal of storytelling and invite the community to embark on a literary journey.

Located on the second floor of LANDMARK ATRIUM, the hub focuses on book discovery, quiet reflection, and connection, marked by a curated array of themed experiences, from a serene reading nook to story discovery areas. Catering to the varied preferences of all who visit, work and pass by LANDMARK, this initiative brings the quiet comfort of reading to everyone, making each interaction a special one.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from LANDMARK said that the campaign aims to deepen LANDMARK’s connection with visitors by offering a culturally engaging experience that transcends traditional retail. "We want to provide a much-needed respite for people in Central, encouraging a digital detox and a step away from their busy lives to find inspiration and connect with stories beyond their own. Through a curated experience that harnesses the universal appeal of books, it fosters emotional connections, boosts foot traffic, and invites new forms of engagement with LANDMARK."

Running until 30 September, visitors of all ages are invited to step into this meticulously crafted world of book discovery at 2/F, LANDMARK ATRIUM, which serves as the vibrant epicentre of activity.

Within the reading hub, "The book stop pop-up" is hosted targeting visitors of all ages, comprising three distinct houses of exploration: “LANDMARK's Library”, featuring favourites from different genres; a “Little Explorer's Reading Nook” for children's book discovery; and a “Redeem a Read” book redemption house.

Meanwhile, a series of book readings for children and adults are scheduled throughout the initiative’s duration. Upon a minimum spend of HK$600 at any store in LANDMARK, visitors can get the complimentary "Redeem a read" book redemption offer at "The book stop pop-up" or directly from the Bookazine store.

To further enrich this literary journey and share in the love of reading, "Find your chapter" extends its reach through various partnerships. Giving a second life to pre-loved books, Bookazine will be hosting a book exchange and offer a 10% discount on same day book purchases when donating a book. LANDMARK's F&B partners, Crew and Fuel Espresso will also be offering a HK$10 discount on a selection of drinks to visitors who bring a physical book to the counter.

The campaign strategy centres on creating an engaging physical experience at "The book stop pop-up" within an iconic space. This experience is further complemented by curated literary activities for all ages, community-driven initiatives such as book readings and exchanges, and retail partnerships with promotional incentives, ensuring a fully immersive literary journey across LANDMARK, the spokesperson said.

To amplify the campaign, LANDMARK has employed an omni-channel approach, utilising digital efforts, social media activations, and PR activities for broad reach. This is further supported by partners including Bookazine, Crew, and Fuel Espresso. Additionally, physical-space activations and direct promotion through the membership programme have engaged the wider customer community and tenants.

In terms of return on investment (ROI), the spokesperson added that it is measured through a combination of quantitative and qualitative metrics, including foot traffic, participation in book exchanges and promotional offers, social media performance, and community feedback.

Alexander Li, director and head of retail, Hong Kong & Macau, Hongkong Land, said: "We are in full swing executing on our vision for Tomorrow’s CENTRAL. Core to that vision is creating inspiring experiences that connect our Central community - Central is destination to live, work, play and learn. At ‘Find Your Chapter,’ we hope visitors can take a moment read and learn something new.”

Don't miss: LANDMARK and artist Lauren Tsai join hands to unveil immersive installation

Back in March, LANDMARK partnered with global artist Lauren Tsai to debut a large-scale immersive installation named “My dream: Our hill”. As part of the campaign, the LANDMARK ATRIUM was transformed into an immersive dreamscape – a realm where nostalgia meets imagination and memory intertwines with reinvention, inviting visitors of all ages to rediscover the wonder of childhood imagination. 

Choosing Hong Kong and LANDMARK for her world premiere, Tsai said she was drawn to the city's interwoven narratives of history, modernity, and artistic innovation. Meanwhile, Alexander Li, director and head of retail, Hong Kong and Macau, Hongkong Land, said the initiative aligns perfectly with its vision of bringing transformative artistic experiences to the community – immersive, thought-provoking, and universally resonant.

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