MTR Malls breathes colour into PopCorn with vibrant brand makeover

MTR Malls has unveiled a bold new chapter in its brand evolution for PopCorn in Tseung Kwan O with the launch of “POP into more colours (更多色彩再發現)”.

The campaign is brought to life in partnership with dentsu Hong Kong and the Berlin-based art collective TAPE THAT, featuring artists Stephan Meissner, Adrian Dittert, and Nicolas Lawin. 

Known for its distinctive tape art, TAPE THAT has captivated audiences in over 40 countries with its use of adhesive materials to create geometric compositions, vibrant colour schemes, and optical illusions, according to the release. Its work spans large-scale installations, architectural murals, and live performances. 

As part of the campaign, TAPE THAT artists have transformed a plain white pop-up structure at PopCorn into a vibrant, rainbow-coloured pop art installation in the atrium of the mall. Using anamorphic tape art techniques, the piece plays with optical illusions - offering shifting visual experiences depending on the viewer’s angle. The dynamic centerpiece seeks to invite visitors to explore the space from new perspectives, echoing the campaign’s message of rediscovery and everyday wonder.

Adding an interactive layer to the experience are features such as the AR beauty mirror for virtual makeup try-ons and the 180-degree photo booth that spotlights fashion moments, reinforcing the mall’s lifestyle appeal and endless possibilities.

Complementing the 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 aims to reflect the mall’s commitment to inspiring everyday moments of joy and surprise for the Tseung Kwan O community.

To drive footfall and spotlight PopCorn’s dining scene, MTR Malls and dentsu Hong Kong have partnered to launch a playful miniature-themed social campaign - reimagining food tenants in a fun, visually engaging way that resonated with the Tseung Kwan O community.

Blue Wong, creative director, Dentsu Creative Hong Kong, said: “This campaign was about more than just a new look - it is about reimagining what PopCorn could mean to the community. 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.”

MARKETING-INTERACTIVE has reached out to dentsu for more information. 

Don’t miss: MTR Malls showcases ‘the different side’ of the Southern District

Back in June last year, MTR Malls partnered with Havas Hong Kong to launch a campaign to showcase its shopping mall in the Southern District as a fresh destination for consumers.

The campaign came upon the launch of The SOUTHSIDE, a new shopping mall in Wong Chuk Hang developed by MTR Malls. The brand’s launch campaign namely “THE SOUTHSIDE. The different side” aimed to encapsulate the unique experience that awaits customers at this new shopping destination in the Southern District.

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