A 15-foot, colorful container appeared outside the Lai Court shopping mall in Sham Shui Po in the past month. Children or elderly people will be attracted to stop and watch when they pass by. Many young people come to "check in".
There are many funny cartoon characters on the container. The designer is Jiaxuan, a post-90s illustrator who is particularly fond of nostalgic affairs. "This doll is called Yuan Dum Dur, and he likes nostalgia, so I drew a lot. He likes traditional local snacks such as egg waffles and milk tea. I hope everyone knows that you don’t have to pursue new ones. The old ones are just as attractive."
A 15-foot-long container with cute characters drawn outside Jinyue Lige Mall was originally created by the post-90s illustrator Jiaxuan (right).
(Photo by Yu Junliang)
In recent years, Gaw Capital has been actively renovating its estate shopping malls, hoping to strengthen its connection with the community. Lai Court Shopping Mall is one of them.
There have been many illustrations of funny styles in Lige Mall in Jinyue, and there is a 15-foot-long container full of cute characters outside the mall, which has attracted many neighbourhoods to "check in". The original work is from the post-90s illustrator Jiaxuan. Hands.
The mall also launched the "Self-Fit Program", where you can redeem the eco-friendly bags designed by Jiaxuan after spending a specified amount. There are also POP-UP pop-up shops and music performances.
Although it is a young generation, Jiaxuan loves local nostalgia and also likes to visit the old district Sham Shui Po. Therefore, its hand-made brand "Handmadeship" (Handmadeship) products often appear in dim sum noodles, Jiuyin song book or old Nostalgic items such as red mailboxes.
Jiaxuan also created the character "Circle Dum Dur" last year, and this time he added it to the decoration design of the mall.
She laughed and said that "Round Dum Dur" is slightly fat, gluttonous for food, and a bit lazy, but she looks like a lovely and kind girl, "I am not perfect, but because I am not perfect, I feel more like being next to me. My friend, it’s so close." "Dum Dur is so fond of nostalgia, so I painted a lot of traditional local snacks such as egg waffles and milk tea. I hope you all know that you don’t have to pursue the new, the old is the same. So attractive."
Dedicated to cultural and creative work for the first time in ten years to cooperate with a large organization
Jiaxuan revealed that this was the first time she had cooperated with a large organization. She was both nervous and excited. It took three months to complete more than a dozen works.
"I haven't tried painting large-scale works, so be more careful, because all paintings will be magnified several times to print out, you will see some flaws, and the image may be uncomfortable."
Jiaxuan, who has been engaged in cultural and creative work for about 10 years, although loves creation, has not been easy along the way. "The lack of visibility is a big problem, and it is difficult to get channels for promotion, so if you have cooperation, you will try to do it."
Gaw Capital’s Director of Public Affairs and Marketing, Gary Huang, said frankly that when his colleagues introduced Jiaxuan’s works, he was also surprised, ""Dum Dur" is a fat girl. Would you pick this doll?" Later, he discovered that "Round Dum Dur" is a very "land-friendly" character. "We don't have to figure out the design of Grand. It's true enough to connect with the community first. Tie".
Young artists are creative and hope to provide a platform to promote their works
Huang Ziqian revealed that he has always hoped to discover young cultural and creative workers and design publicity for its shopping malls. He believes that because young people in Hong Kong lack resources, if they devote themselves to cultural and creative work, their works can often only be displayed in relatively hidden venues such as factory buildings. The masses are limited. On the contrary, if their works can be displayed in the shopping malls of the estates, the exchanges with the people's livelihood will be greater. It’s what we want to do.”
He believes that in recent years, the authorities’ efforts to turn West Kowloon into a cultural and artistic district will attract many cultural and creative workers. Sham Shui Po itself has many old shops. The power of culture and creativity should be used to stimulate consumption and make small shops and Old stores can continue to develop in this area.
Huang Ziqian (right) believes that there are many talented cultural and creative workers in Hong Kong, but they lack the resources and connections to increase their popularity and make their cultural and creative paths difficult. Therefore, he specially recruited artists with similar ideas to provide a platform for promotion. Let them play.
(Photo by Yu Junliang)
"Anyway, when shopping malls are out of date and festivals, they must do publicity. It is better to cooperate with young and just debuting cultural and creative workers for mutual benefit."
Huang Ziqian believes that there are many talented cultural and creative workers in Hong Kong, but they lack the resources and connections to increase their popularity and make their cultural and creative roads difficult. Therefore, he deliberately recruited artists with similar ideas and provided them with a platform for promotion. "As long as his work promotes positive messages and encourages the people of Hong Kong, and starts from the concept of inclusiveness between the old and the new, and the artist has his own products, he can extend his design concept, it is best to have it online Platform promotion is in line with our cooperation requirements."
He believes that young cultural and creative workers can also hone more work and communication skills by cooperating with large commercial organizations. In the future, he hopes to continue to find local cultural creatives with similar ideas to be responsible for the design of mall promotion.
Lai Kok Shopping Centre in Cheung Sha Wan has turned into a "check-in" container house area: they will monitor prices, sparrows, look at the ocean, Bauhinia, Leland, trucks dance with lions, graffiti designers draw feelings in Sham Shui Po