Sino Group launches giant LED walls, lights up the skies in TST

Outdoor decorations and festive lights are part of Hong Kong's Christmas celebrations. Sino Group has turned the facades of two buildings into giant dance machines in Tsim Sha Tsui to celebrate the festive season.

The group's two buildings — Tsim Sha Tsui Centre and Empire Centre — will feature giant LED screens showcasing animations with Christmas characters. Consisting of 82,000 LED bulbs, the 4,000‐square‐metre multimedia wall will run until 1 January 2021. To engage the public, Sino Group has collaborated with JOOX to create a playlist offering specially curated tunes and animated dancing characters.

Another part of the Christmas celebration is a social media campaign, inviting the public to post their own dance videos in a public post on Instagram or Facebook.

In addition to the facades, Sino Group has also lit up the skies on Mody Lane to provide a perfect backdrop for photo takers.

“The development of shopping malls is becoming increasingly diversified. They are no longer mere shopping destinations but also places where people gather for leisure and recreation. To enhance the customer experience, Sino Malls have been introducing digital art including motion graphics with the use of large‐scale multi‐media screens," said Andrea Leung, general manager of leasing marketing and promotions at Sino Group.

Apart from the decorations in Tsim Sha Tsui, Sino Group has also changed its Christmas promotion strategies. According to the company, it will focus on supporting tenants and shifting budget on Christmas promotions including in-mall events to boost sales during the festive season. 

For example, Olympian City at Tai Kok Tsui will have a Christmas event curated for children. The "Alien Planet Christmas Party" features an immersive multi-sensory experience with games, STEM workshops, creative writing and parent-and-kid handcraft workshops. 

Another mall, tmtplaza in Tuen Mun, will launch a bakery studio, allowing participants to create Japanese Sumikkogurashi desserts. It will also launch a photo recruitment campaign which offers prizes to participants.

Lastly, at Citywalk in Tsuen Wan, Korean characters BT21 will take centre stage while visitors can scan the QR codes around the mall to win prizes. 

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