Pacific Place transports guests back to carefree nostalgia with experiential activation

Hong Kong mall Pacific Place has unveiled a new experiential activation called "The double dareground", aiming to inspire Hongkongers to awaken their adventurous self.

As part of the initiative, Pacific Place's atrium has been transformed into a whimsical space of discovery, tapping into the childlike sense of wonder that aligns with the core brand message “This is the place”. It aims to transport guests back to carefree nostalgia and solidify its positioning as the go-to place for discovery and play.

Available throughout August, the pop-up features interactive installations with exclusive first-in-Hong Kong collaborations, live music performances, and shopping rewards in partnership with American Express.

Pacific Place told MARKETING-INTERACTIVE that the pop-up also aims to create bonding with new and existing customers through targeted engagement by offering exclusive experiences within its loyalty programme “above”.

Amplifying its message through targeted stories and authentic conversations is also one of the key elements of the pop-up, according to Pacific Place. “Generating positive shares highlighting the experience's heart will invite ever-widening circles to this Dareground. If we can get people reminiscing and wanting a taste of childhood wonder, attendance and engagement should follow,” it said. 

Pacific Place has also collaborated with the Korean photo booth brand “Don't lxxk up” to make its first overseas debut in Hong Kong. Pacific Place’s “above” members and shoppers who make any purchase at the mall, can experience this exclusive photo booth and capture it in photos taken from a unique high angle.

Furthermore, Pacific Place has partnered with Fluffe, an Australian fairy floss brand, to launch “The Dareground shop”, a tuck shop-themed store that offers an exclusive and limited-edition lineup of imaginative flavours such as "Boy's tears", "Birthday cake", and "Cool kids privileges". Customers who make a purchase at “The Dareground shop” will also receive a free daring note consisting of a simple challenge. 

Apart from exclusive collaborations, Pacific Place has also installed a lie detector in the pop-up. Drawing inspiration from the “Truth or Dare” game, participants can challenge their partner or friends by placing their hands in a designated palm area and answering questions related to friendship, love, or family. The system will then analyse their responses to determine whether they are being truthful.

The Double Dareground's scenic design and interactive elements are crafted to drive social media engagement among visitors, according to Pacific Place.

To further lure younger audiences, Pacific Place has placed a balloon-filled room designed to symbolise participants’ dreams. 

Pacific Place has adopted omnichannel promotion across paid social, influencer partnerships, PR, targeted digital, OOH advertising, as well as experiential activations. 

Additionally, the shopping mall has invited various music groups from a variety of classical, contemporary instrumental music, and innovative musical acts, to conduct musical performances, aiming to further engage visitors and offer a share-worthy spectacle central to the experience itself.

Don’t miss: Pacific Place unveils immersive AI installation as part of latest rebrand

Back in April, Pacific Place launched unveiled an AI-powered installation that blends fashion, art and technology, inviting shoppers to immerse in a transformative journey of self-discovery.

The initiative featured a kaleidoscopic installation adorned with multi-dimensional screens, a central stage and an infinity tunnel, which featured exclusive SS24 highlight patterns generated by artificial intelligence. Shoppers may strike a pose and showcase their distinctive looks on the stage. 

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