SHEIN and Sriracha launch surreal mash-up in Times Square NYC in new campaign via Ugly

SHEIN and Sriracha have joined forces in a unique partnership to celebrate a fusion of mix-cultures. The partnership was brought to life by the Shanghai-based creative agency Ugly and renowned artist Huang Heshan, known for his Asian-inspired surreal city digital artworks.

The campaign, titled “Hotropolis,” has transformed New York City’s Times Square into a denationalized cityscape that merges Western fashion and Eastern cuisine cultures, creating a broader, more inclusive understanding of cultural diversity.

To bridge the gap between these two seemingly unrelated brands, the concept of “mix and match” served as the foundation.

SHEIN, known for its platform that allows individuals to create unique looks by mixing and matching different styles, partnered with Sriracha, a brand that encourages culinary creativity by mixing and matching various cuisines and sauces.

The concept of “Hotropolis” was born, waving Sriracha’s signature hot sauce held by a gigantic mannequin as the centerpiece, infused with Asian cuisine and fashion-inspired “easter eggs” within the surreal city.

The asset was launched in the heart of New York’s Times Square starting on Jun.18, 2024.

Visitors can experience the “Hotropolis” city in real time, where the virtual boundaries dissolve into the real world.

The collaboration between SHEIN and Sriracha has resulted in a captivating celebration of cultural diversity through the “Hotropolis” project. Placed in the iconic Times Square, this project underscores the power of creativity in blending different cultures and elements to create something truly wondrous.