New World Development: Discover a State Theatre in All of Us

The State Theatre, a post-war entertainment hub, is one of the last surviving cultural monuments and destined for demolition. New World Development, Hong Kong's largest property developer, had a 6-year conservation plan. But before it can start, it needed the support of the city. A city, however, that would rather make way for modern development, and allow its cultural heritage to disappear.
Idea:Discover the State Theatre in All of Us
The Stage is Set for All Living Heritage

Collaborating with historians, 1,000 artefacts were collected over 3 years and showcased.

Guests learnt about the entertainment hub through immersive role play. Through 5 classic roles, uncover clues unique to you through interactions with theatre performers acting as ushers.

Calligraphy decorated the iron gates referencing film typography of the 50-60s.

Film poster painters brought back the most classic way to design movie posters.

Musicians were also given the stage to perform while a specially curated music gallery was dedicated to once famous music hotspot.

A neon-fixture of the iconic State Theatre architectural truss as the main installation paid homage to neon sign makers.

Results:
Through this immersive experience:
- 30,000 attended in person and through virtual tours
- Over 1,000 media reports globally
- Celebrities, politicians and figureheads helped turn State Theatre into the most Instagrammable place