Chinachem doubles down on sustainability drives with immersive activations

Chinachem Group has always strived to make a positive contribution to society by aligning to its “Tripple Bottom Line” approach, highlighting “people, prosperity and planet” as one of its sustainable methodologies.  

This long-standing effort and commitment to sustainability and community is demonstrated and exemplified through a campaign launched at Central Market, which took home the silver award of the Best Event - Public Awareness category at MARKETING-INTERACTIVE’s Marketing Events Awards Hong Kong 2024. 

Located at the heart of the city, Central Market has been transformed into a vibrant community hotspot that pioneers the “Playground for All” concept by accentuating an “Approachable”, “Energetic” and “Gregarious” appeal. While preserving the collective memory of the city, the rejuvenated landmark is breathing new life into the community with new experiences and vibrancy. 

Celebrating the two-year anniversary of Central Market’s revitalisation, a month-long campaign was launched featuring three main themes : “Select for Central”, “Found in Central”, and “Come to Central”, which were held in collaboration with 20 partners. 

To promote greener lifestyles and upcycling, the “Select for Central” area featured a “Recycled shirt chain making” activation, which has successfully achieved the World Record for Sustainable Development Goal (SDG) 11 - Sustainable Cities and Communities. 

During the event, over 100 volunteers including children and elderly joined forces to showcase recycled clothes collected by The Salvation Army, emphasising the importance of sustainable development and cultural conservation.  

The event also aimed to spread the message of care and compassion to the public and those in need, including underprivileged families, to promote cultural inheritance. 

Other activities included the “Sustainability Living Show”, “Upcycled cube sofas workshop”, “Upcycled green furniture playground”, “Central innovator’s market hub”, and The Multimedia Interactive Exhibition – “Child & Youth Friendly HK”.  

Meanwhile, “Come to Central” aimed to promote cross-generational cultural exchange through heritage, history, people and sports. One of the highlights was “Unveiling the heart of Hong Kong tour”, where Central Market partnered with Walk in Hong Kong to curate a community map of the heritage sites in Central, taking visitors on a journey of deep cultural tour.  

Central Market also promoted cross-generational cohesion and cultural diversity with the “Voice of Central” singing competition surrounding the theme of “Found in Central”. Co-hosted with Voize Music Academy, the competition was launched to discover Hong Kong’s unknown talents and invite people from all walks of life to participate.  

Furthermore, a new retail space “Central Cosmo” also made its debut to bring together lifestyle tastes and gourmet cuisine, offering a unique shopping experience for visitors.  

The exhibition also saw visitors being greeted with large-scale decorations and photo spot emblazoned with phrases such as “See you in Central Market”, allowing them to take photos and create wonderful memories together.  

On the other hand, Chinachem Group’s sustainability efforts were also showcased through the “Nina Mall x Nina Park – Primeval Forest” campaign, which was crowned silver for the Best Storytelling Event category and bronze for the Best Event – Gamification category at the Marketing Events Awards Hong Kong 2024.  

Situated in the hustling and bustling Tsuen Wan West district, Nina Mall is home to a myriad of retail and dining options, with more than 20 specialty restaurants offering an extensive variety of cuisines.  

Apart from lifestyle choices, Nina Mall also sits next to Nina Park - the first ever Wood Fossil Garden, and this campaign aimed to offer immersive experience to visitors, getting a taste of wandering in the woods and the forest.  

The activation featured a six-metre-tall “Adorable Inflatable Mammoth”, the “Forest of Exploration”, immersive guests in the sounds and essential oil scents of the forest.  

Located in the atrium of the Nina Mall 1, three giant trees about four-meters tall stood in the centre. The funnel-shaped trunks were integrated into the lighting effect, and together with the climbing plants hung in the air, it instantly gave a stunning visual effect. In addition, with the sound effects replicated the forest and the essential oil fragrances from the trees filled with phytoncine. 

The “Friends of the Forest” attraction allowed visitors to take selfies with five ancient animals whereas the last attraction “Forest Corridor” connecting Nina Mall I and Nina Mall II wrapped up the exploration route for tourists.  

Last but not least, visitors were invited to join the environmental-protection-themed workshops, they could learn about animal and plant specimens via a wide range of workshops including Botanical Eco Bag Workshop; Recycled Paper Making Workshop and more.  

The campaign had also digitised rare wood fossils to develop the "Primeval Forest Interactive Game". During the game, visitors could colour in a wood fossil and one of the ancient animals such as a mammoth, saber-toothed tiger, sloth, meerkat or dodo on a tablet. Their artworks were immediately projected onto a large screen in the atrium of Nina Mall for all the visitors to the mall to appreciate. 

This article is done in collaboration with Chinachem Group.