Wellcome transforms branch into retro Hong Kong experience

Wellcome has transformed its Prosperous Garden branch into a nostalgic concept store dedicated to celebrating Hong Kong’s cultural heritage and collective memory.

Designed for both residents and visitors, the store transports guests back to the charm of the 1950s–1970s.

Located opposite the historic Old Yau Ma Tei Police Station, the space offers more than a retail, giving customers a distinctive immersive experience that blends retro-themed decor, photo opportunities and a curated selection of local products and rare souvenirs.

The journey starts at the façade, illuminated by LED signage inspired by old Hong Kong’s iconic neon lights, set against walls clad in nostalgic mirrored tiles. Beyond the classic silver-and-green turnstile, customers enter a 'time tunnel' filled with vintage details like red plastic lamps, a retro TV selfie spot, an old-style telephone display, recreated grocery scenes and traditional street signs - all reconnecting the community with Hong Kong’s past.

Shoppers can also take home a piece of history with a limited-edition Wellcome retro eco bag - a keepsake modeled after the classic red-and-yellow carrier bag that was a household staple for decades. It can be redeemed for HK$28 with any single purchase of HK$100 or above.

Adding a festive Lunar New Year touch, Wellcome has collaborated with iconic local brand Goods of Desire to launch an exclusive “Lucky set.”

To celebrate the opening of the tourist zone, Wellcome has also partnered with some of Hong Kong’s most beloved brands to introduce store-exclusive, limited-time offers inspired by childhood favorites and home-cooked flavors.

Most recently, Wellcome joined forces with Douglas Young, founder of local lifestyle brand G.O.D., to hand-paint exclusive designs for its latest Lunar New Year collectibles — a unique mahjong set and festive versions of traditional games such as sparrow and fish-shrimp-crab.

A spokesperson from Wellcome said G.O.D. was a natural partner for the campaign due to the brands’ shared cultural roots.

"Both G.O.D. and Wellcome are homegrown brands with a deep love for local culture and neighbourhood life. Together, we're bringing Hong Kong’s unique blend of nostalgia, humour, and modern energy to life in a new way."

The collaboration targets families looking to add a creative twist to their Lunar New Year celebrations, as well as design-savvy consumers who appreciate collectible items that celebrate Hong Kong’s cultural stories.

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