The recently opened Delay No Mall in Hong Kong.
The founders of a popular Hong Kong lifestyle store opened mini-mall Delay No Mall in the first quarter of this year, bringing innovation to typically stale mall atmospheres. Delay No Mall is already attracting a young, trendy and well-traveled crowd.
The name is a play on the slogan of the original boutique, G.O.D.: “Delay No More.” The phrase was a theme throughout the guerrilla advertising campaign conducted by agency Leo Burnett Hong Kong, who, in conjunction with Delay No Mall, wanted to jolt Hong Kong locals into getting their creative juices flowing.
The ad agency and the mall organized a mob-inspired street-side fashion show and had performers sit down for a picnic in the middle of a pedestrian crossing at rush hour while the green man was flashing away.
Delay No Mall, located in Causeway Bay, one of Hong Kong’s busiest districts, contains names such as gadget and lifestyle store Kartell, Japanese jewelry design brand Justin Davis and tattoo parlor Primal Ink, among other fashion, homeware, entertainment and food and beverage options.
The exterior of the mall is designed to look like the outside of an old-style cinema, with shop names in place of film names in the “Now Showing” boards. In fact, the mall is located on the site of famous 1950s cinema HOOVER.
Inside, the three-storey, 50,000 square-foot mall contains creative touches designed to inspire – such as an airport flight display-style board listing those shops now open.
Also on the cards is an exhibition space where local artists can display their works.
Tamsin Bradshaw