MTR Malls launches “POP into More” brand evolution via dentsu Hong Kong and TAPE THAT
MTR Malls has unveiled a new chapter in its brand evolution for PopCorn in Tseung Kwan O(TKO) with the launch of “POP into More Colors” — a striking artistic collaboration with Berlin-based art collective TAPE THAT, featuring artists Stephan Meissner, Adrian Dittert, and Nicolas Lawin, brought to life in partnership with dentsu Hong Kong.
Renowned for their distinctive Tape Art, TAPE THAT has captivated audiences in over 40 countries with their use of adhesive materials to create geometric compositions, vibrant color schemes, and optical illusions. Their work spans large-scale installations, architectural murals, and live performances, and they are also the founders of the Tape Art Convention, a global platform for artistic exchange and innovation.
For their first-ever project in Hong Kong, TAPE THAT artists transformed a plain white pop- up structure at PopCorn into a vibrant, rainbow-colored pop art installation. Using anamorphic tape art techniques, the piece plays with optical illusions—offering shifting visual experiences depending on the viewer’s angle. This dynamic centerpiece invites visitors to explore the space from new perspectives, perfectly echoing the campaign’s message of rediscovery and everyday wonder.
Complementing this artistic activation is a refreshed visual identity that spans fashion, beauty, food, and art—positioning PopCorn as a dynamic destination for lifestyle enrichment. The “POP into More” concept reflects the mall’s commitment to inspiring everyday moments of joy and surprise for the TKO community.
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To drive footfall and spotlight PopCorn’s dining scene, MTR Malls and dentsu Hong Kong launched a playful miniature-themed social campaign—reimagining food tenants in a fun, visually engaging way that resonated with the TKO community.
Adding an interactive layer to the experience were features like the AR beauty mirror for virtual makeup try-ons and the 180-degree photo booth that spotlighted fashion moments, reinforcing the mall’s lifestyle appeal and endless possibilities.
“This campaign was about more than just a new look—it is about reimagining what PopCorn could mean to the community,” said Blue Wong, Creative Director, Dentsu Creative Hong Kong. “The idea of ‘POP into more’ speaks to a world of endless possibilities—ever-changing, ever-inspiring. We wanted to create a space that surprises and delights, where people can rediscover joy in the everyday and see the familiar in a whole new light.”
Credits
dentsu Hong Kong
Creative: Blue Wong, Ronald Yiu, Peter Ho, Kuga Ku, Emily Fang
Strategy: Ophelia Wong
Account Servicing: Jan Lee, Bernice Lau
