Langham Place turned into pop-up café [GALLERY]

Events: Melody & Kuromi Pop-up Cafe, and LP x Sanrio Star Dining
Venue: Langham Place
Date: Until the end of October

Langham Place has a long history with Sanrio for massive in-mall installations and visual advertising. But seems like this marketing trick is a little too overused by big scale shopping malls in Hong Kong.

[Read also: LOOK Hello Kitty storms Langham Place

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In view of this, for the first time Langham Place has collaborated with restaurants in the shopping centre as part of a four-month-long summer marketing campaign Sanrio Star Dining. Participated parties include Ishiyaki+café and 100 Bites.

Vivian Leung, general manager of Eagle Property Management, said the move marks the mall’s first attempt to bring Sanrio into stores to make a 360 degree experience for shoppers.

“It’s a big shift for us. Not only does it break the stereotype of shopping centre marketing, it’s also a new way to give greater exposure and publicity to our tenants.”

Alongside the campaign Sanrio Star Dining is a series of activities featuring the most popular Sanrio characters including My Melody, Kuromi, Little Twin Stars, Hello Kitty, Pom Pom Purin & Bad Badtz-Maru will be introduced from July to October 2014.

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