Challenge

Transforming Hong Kong's Main and Central train station into a captivating canvas for Rolex Watchmaking, with 11 towering pieces of OOH advertising, including a massive 74m-long artwork and interactive displays.

Final proposal for the station

I initially crafted two distinct concepts: one aligned closely with the campaign's theme and a bold alternative integrating architectural elements for enhanced spatial harmony. Following meticulous collaboration with Rolex's partner agency, the chosen concept prioritised a seamless narrative flow within the space, strategically placing branding to captivate passersby without overwhelming repetition.

solution

Photos of final installation (click to enlarge)

Result

April 2024 witnessed the triumphant installation of the campaign, transforming the station into an immersive showcase of Rolex's timeless allure. Over 4 million people pass through the station per day.

Video of final installation, courtesy of MTR Hong Kong Station