Pacific Place turns runway ready with Devil Wears Prada 2 takeover

This spring–summer, Pacific Place takes centre stage as Hong Kong’s standout fashion story, unveiling a signature collaboration with the globally celebrated film The Devil Wears Prada 2.

From now until 17 May 2026, Pacific Place is transformed into a cinematic fashion stage inspired by the film’s universe, inviting visitors to embark on an immersive editorial journey where the glamour, pace and razor-sharp wit of high fashion unfold. The initiative targets potential and existing above members and shoppers, fashion enthusiasts and culture-savvy shoppers, as well as the office community and residents around Admiralty and Wan Chai. 

Commanding the atrium is the hero installation: a pair of mega-sized red heels soaring nearly two metres high. Bold and sculptural, they distil the film’s drama and allure into the perfect “cover shot” moment. Around them, a series of immersive checkpoints brings the Runway universe to life, each echoing the rhythm of the sophisticated fashion world and inviting guests to step confidently into the spotlight.

Set against a backdrop reminiscent of a gala night, the towering red heels invite shoppers to walk the red carpet and bask in the limelight, creating an unforgettable photo moment that captures the film’s signature flair.

At the sleek reception of Runway Magazine, the pace is fast, the standards exacting, and every arrival feels like the start of a story. Here, shoppers can step into the role of receptionist and pick up the phone to hear iconic lines from the film, bringing the sharp humour and drama of The Devil Wears Prada 2 to life.

Visitors can also enter the impeccably styled office of fashion’s most formidable editor, where every detail speaks of precision, power and polish. Inside, guests can explore the making of each issue of Runway Magazine, from curated mood boards to iconic film stills, offering a behind-the-scenes look at the creative engine driving the publication.

Inspired by the film’s memorable elevator scenes, where Miranda and Andy cross paths once more, a lift-themed photo booth invites visitors to recreate their own stylish entrance. This experiential layer is reinforced by loyalty integration through the above membership programme, which ties participation to exclusive privileges, said a spokesperson from Pacific Place. 

Guests are then invited to strike a pose, channel their inner fashion icon and see themselves on the cover of Runway Magazine. To join, simply sign up as an Above member and make a same-day electronic purchase of HK$300 or more. Participants can take home both a digital and printed version of their personalised cover — a chic keepsake that captures the drama and allure of the film.

A bustling fashion newsstand installation captures the dynamism of the media world, offering a glimpse into the stories, headlines and culture that shape the industry.

Meanwhile, a photogenic corner inspired by New York City’s iconic subway merges the city’s energy with the film’s high-glamour aesthetic. Visitors can pose beneath a standout quote from The Devil Wears Prada 2 and capture their own cinematic moment in style.

From 21 April to 17 May, Pacific Place turns shopping into a fashion‑forward celebration. Shoppers can enjoy exclusive vouchers and movie privileges that elevate their style journey.

The campaign also leverages social media platforms, influencer collaborations and earned media to amplify reach, ensuring that Pacific Place is positioned as Hong Kong's cultural and fashion headline this season, added the spokesperson.

The success of the campaign is measured primarily through footfall, PR, value, social media engagement and participation in the photo booth experience. With the anticipation surrounding "The Devil Wears Prada 2", the installation is designed to drive footfall, encourage user-generated content and amplify Pacific Place's positioning as a cultural and fashion destination. 

Strategically, this collaboration reinforces Pacific Place's role as a lifestyle hub that connects cinema, fashion and experiential retail. It also offers a timely platform for a spring-summer fashion campaign through visually expressive, shareable experiences that inspire high-fashion exploration and strengthen brand affinity among style-conscious audiences. 

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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