Pacific Place attempts to look for a place in shoppers hearts

Pacific Place is celebrating its 25 anniversary with a major ad campaign to put shoppers’ memories at heart of the mall.

Called “A Place in the Heart”, it adopts a personal and emotional touch, represented in print by a photo collage assembled of shoppers memories.

While the initial idea for the print and video execution is admirable, the end product turns out to be, well, rather ordinary.

Another 10 videos of celebrities from designer Alan Chan, socialites Candice Chan-Chao, Dee Poon and Brandon Chau, stylist Ricky Kwok and fashion icon Wyman Wong, will be released soon.

The architectural in-mall installations, however are a different story.

Created in collaboration with Royal Institute of British Architects, the installations include This is OUR Place; a Hall of Fame collection of giant birthday cards and a Now and Then installation of five organically-shaped sculptures.

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The campaign, created Brandworks and Mediabrands, will run until 10 June. Public relation is handled by GolinHarris.