‘Open to Art’: HSBC Hong Kong revolutionises billboard in immersive 3D exhibition
By Jess Gaynor on Monday, January 9, 2023
Banking company, HSBS, aims to make contemporary visual culture more accessible to everyone in recent activation
HSBC has created an immersive 3D digital billboard for passersby at Hong Kong’s busy Star Ferry Pier, Tsim Sha Tsui. It was launched by MSL Hong Kong to modernize people’s access to art as part of HSBC’S ongoing initiative to ‘Open up a world of opportunity.’
The company invests heavily in art and Hong Kong’s artists, with the intention of changing the way people view art and the city. In fact, last June the bank unveiled the world’s largest NFT gallery and has launched many other stunts involving art. Hong Kong is the world’s second-largest art market (in terms of sales), with New York first and London third.
HSBC has partnered with media creator Henry Chu and others to bring to life a digital billboard that showcases artists’ work on rotation. Chu’s previous work has been exhibited in some of the world’s most prestigious museums, including the Museum of Modern Art in New York, Hong Kong Museum of Art and M+ Museum in Hong Kong.
Brian Hui, head of customer propositions and marketing at HSBC, said
“Open to Art aims to transform the way people access art and the way art can be experienced by the audience. This ultimately brings amazing art and cultural experiences to the Hong Kong public while making contemporary visual culture more accessible to everyone. Stemming from our HSBC brand promise of ‘Open up a world of opportunity’, this will also serve as a long-term platform where HSBC aims to open up the community to more things, like Open to Sports, Open to Tech, and beyond.”