Italian sneaker brand Superga held a splashy launch event on Friday night at the very tip of Ocean Terminal in Tsim Sha Tsui. The event was the first in a long time that started at 9pm and was meant to be an actual party.
For years in Hong Kong, brands held all-out parties that began around ten pm and often went until three am. Some of those events were legendary.
Over the last four years however, the parties have unfortunately dwindled as brands have been spending less, or focusing their efforts in China – which may be a mistake.
Large events in Hong Kong garner major media attention (that reaches into China,) and can also immediately jump-start a brand’s identity in the region.
The last few years have been awful comparatively, with events starting awkwardly at 7pm, leaving guests with the no-win situation of departing early to eat a late dinner, arriving exceptionally late, or forgoing dinner altogether.
Italian co-branding
The Superga event was interesting in part because it combined the shoe-wear label with other brands from Italy. This is particularly smart as it helps to distribute both the costs and benefits among multiple parties.
The large space included Fiat cars with Superga plates scattered about, as well as a bar giving away Peroni beer.
In another corner, popular Italian food such as pizza and pasta were provided for guests.
The venue, at the edge of a pier where cruise ships park, was impressive.
The location was extremely large by Hong Kong standards and combined an expansive indoor space with an even larger outdoor area. Views from the pier were spectacular, offering skyline of both Hong Kong Island and West Kowloon.
