Jimmy Choo supports the Elton John AIDS Foundation with a contest!

Jimmy Choo offers its support to the Elton John AIDS Foundation with a media campaign of social utility “YOU, YOUR SHOES AND 72“, also to promote the launch of the collection Project Pep, on October 29th in the UK and November 3rd worldwide. The funds obtained with the Project Pep, will allow the clinic, anti-rape Center Simel of Cape Town established in 2005, to give the victims of sexual violences, the drugs needed to prevent the HIV virus, the so-called PEP (post-exposure prophylaxis ), which must be absolutely administer in 72 hours.
This explains the title of the project launched by Jimmy Choo. 72, as 72 hours, associated with the shoes, for a photography competition. All participants must send a photo through the website http://www.jimmychoo72.com/ on the theme: “You, your shoes and 72″. Many of the winning photographs will be displayed at the worldwide launch of the collection Project PEP at Selfridges in London on the 29th of October and in all the world events organized for the Project PEP collection of Jimmy Choo.
Among the participants will be chosen over 100 winners who will be rewarded with items from the collection Project PEP and the first prize will include 7 pairs of shoes and 2 handbags Jimmy Choo. To publicize the contest and make it known to the public, the site will be linked to Facebook, equipped with a twitter feed and host a blog.
The blog will be dedicated to news and images of celebrities wearing the Project PEP collection items. The limited-edition collection of shoes and handbags Project PEP by Jimmy Choo will donate 25% of the funds obtained to the Elton John AIDS Foundation. E.L.

Jimmy Choo for the Elton John AIDS Foundation

Bvlgari Save the Children "Rewrite the Future"

Location: Elements

Bulgari is an Italian luxury jewellery brand, founded in 1884. To celebrate the 125th Anniversary, Bulgari has chosen to support Save the Children Project with a campaign called “Rewrite the Future”.Actually Save the Children is the world's largest independent organization for children, making a difference to children's lives in over 120 countries. From emergency relief to long-term development, Save the Children helps children to achieve a happy, healthy and secure childhood. To raise fund for the campaign, Bulgari has created special edition silver rings featuring the Save the Children logo engraved inside for sales from 1st February to 31st December, 2009 in all Bulgari stores around the world. In order to draw public attention about this cause, celebrities Willem Dafoe, Terrence Howard, Ben Stiller, Isabella Rossellini, Ginnifer Goodwin and many others are invited to pose with the rings in advertising.

Besides the ring, Bulgari has also developed a collection of 15 pieces of high jewellery and 8 high-end timepieces and officially presented in Rome—Palazzo delle Esposizioni as an exhibition called “Between Eternity and History” and then host around the world. The destination is New York where an auction will be held on 7th December, 2009 and whose proceeds will be totally donated to Save the Children.

Bulgari uses cause marketing to generate a win win situation. Draw public awareness about the 125th Anniversary as well as generate fund for Save the Children Project. The print advertising with celebrity endorsers can create publicity. All these can bring favourable opinions about the brand and improve brand image.

By Sophia

Crocs x Hello Kitty

The famous sandals brand “Crocs” has its first time collaboration with Sanrio, to launch the new Crocs Hello Kitty Cayman Shoes Series and Jibbitz Accessories Series. Crocs Hello Kitty Cayman Shoes are separated into Adult and Kids two styles. The Adult style contains images of apple and Hello Kitty, while the Kids style contains images of bow and Hello Kitty. The Jibbitz Accessories are used to decorate the shoes of Crocs, to pin them on the surface of the shoes, and they are available in different styles of Hello Kitty.


Moreover, in order to celebrate the 35th Anniversary of Hello Kitty, a environmental friendly shoes bag with image of Hello Kitty wearing Crocs will be given for purchase of any new Crocs Hello Kitty Cayman Shoes Series. The bag looks cute and is available in limited quantity.

At the beginning of the year, we heard news about Crocs was going to shut down because of the financial tsunami. Fortunately, Crocs was able to maintain its business and keep collaborate with different companies to boost their sales. Crocs seem to clarify its target and focus in developing in the Kids market. The companies Crocs choose to collaborate include Sanrio, Disney and Pixar, and all these companies are well-known for their cartoon characters including Hello Kitty, Mickey Mouse and Buzz Lightyear. The shoes with these characters’ images can definitely attract the kids and parents attention. Collaboration with different parties can really help to expand the customers base and make noise among the public.

By Macca

Fingercroxx crossover AAAA Eco bag

Fingercroxx and AAAA are famous local fashion brands that sell street wear. Both of them target young customers but Fingercroxx is for mass market while AAAA is comparatively more expensive and for high-income youngsters. Fingercroxx has been doing many crossover events with other brands and celebrities like X-larger, Carhartt, FUCT and Michael Lau, MC Hotdog etc.

The two local brands are now working together for a limited collection. Items like windbreaker, tee, mesh cap, messenger bag and shoes that contains the most important elements of the two brands, outdoor and black in color were launched. Also, there is an Pop-up Store at "EXIT" in Tsim Sha Tsui.

The bag is a gift of the Easttouch Magazine issue 752. I think this Eco bag is effective in promoting the crossover events and bringing positive perception for consumers. The Eco bag showed that the two companies concern on the Eco aspects. This can help to promote their images in consumers' mind.

Moreover, the bag is a gift of one of the best selling magazines which can arouse noise and attract more people to know about the crossover events. They are sending gifts to cusomters and welcome them to experience the events in different ways. Therefore, the Eco bag can give a positive perception to consumers and attract consumers' attention to the event.

by Suki

Christian Louboutin shoes collection for Barbie

Happy 50th to Barbara Millicent Roberts, aka Barbie. Barbie is already 50 years old this year. For celebrating this, Christian Louboutin designed a shoes collection for Barbie. There are 3 themes, jewelry robber, hunting in Africa and Cannes film festival. Each theme has 4 different shoes. The whole collection will be released on December, at USD150.

For Christian Louboutin, it is a well-known brand for shoes design. Every women want to have a pair of Christian Lauboutin, Barbie is not an exception. And it designed a shoes collection for barbie to celebrate its 50th birthday, this can reinforce it is a great shoes design brand and always catch public's attention.

Barbie is one of dream of young girls and Christian Louboutin is the dream of ladies!

By Ester

TiCKET by azona

HK fashion company, AZONA, recently launched another fashion brand called TiCKET by azona. The core concept of the brand is travelling which is quite similar to the international brand Agnes b.

To promote the travelling concept of the brand, it co-operates with Helen To, a famous traveler and the host of 'Tokyo Walker', to organize an exhibition in the store and launch a limited edition travelling diary.

The diary captures Helen To traveling moment in Japan and some tips for visiting Japan. Although it is not as informative as a guide book, it shows the interesting side of Japan.

Co-operating with Helen To is a good way to show the brand image because she's a professional traveler. TiCKET by azona can also increase the brand awareness.

Being a 'little fan' of Helen To, i visited the store after noticing their co-operation from her blog.

In the store, it exhibits the photographs of Japan taken by Helen and they are posted on the wall. Besides, being inspired by the 'Internet zone' in the airport, the store installs a laptop which can access to the Internet and read the catalogue.
The exhibition really enhanced my shopping enjoyment in the store and I felt like visiting Japan at the moment.
I think the store can clearly brings out the concept of travelling. *TiCKET by azona *
New Town Plaza, Shatin

Updated by Holly Shum

IWC flagship store in HK

Famous brand IWC Schaffhausen opened its very first flagship store in Hong Kong. Designed to give watch lovers a unique shopping experience they will never forget, the Swiss watch manufacturer takes it place on Canton Road in Kowloon.

The store carries IWC’s most popular designs and presents it in elegant and sophisticated settings with each room specifically designed according to the company’s watch families- the Portuguese, Da Vinci, Ingenieur, Aquatimer and Pilot’s watches

Classic Lifestyle Wing

The Classic Lifestyle Wing houses the traditional watch families – the Da Vinci and the Portuguese – together with a tastefully fitted Navigator's Lounge that gives visitors the feeling of being aboard a luxury yacht.

Sports Lifestyle Wing
At the opposite end of the store, the Sports Lifestyle Wing is home to timepieces designed for more rugged use – the Ingenieur, the Aquatimer and the Pilot's Watches

French soccer star Zinedine Zidane, Korean pop star Jung Ji-hoon, also known as Rain, Taiwan pop singer David Tao attend the opening of the IWC watch store in Hong Kong, China, Wednesday, Oct. 28, 2009

Zinedine Zidane is the spokeperson of the brand from 1998, and IWC Schaffhausen has unveiled the Ingenieur Automatic Edition Zinedine Zidane to clebrate the affectionately- named Zizou, who was voted World Footballer of the Year three times, and in 1999, World Sportsman of the Year.

David Tao ad Rain were successful singers in Taiwan and Korea, they are popular and match the brand identity.

Hermes Silk Bar

Mentioned the Hermes pop-up store in Festival Walk before, I saw another silk activity held by Hermes when I walked by the World Trade Center at Causeway last week. It is the Hermes Silk Bar.

The mobile silk bar is made of a long orange-shaped structures container, and covered with many different latest scarves of Hermes. Some ambassadors were there to introduce the event to pass-by pedestrians. Guests were free to wander and try on various scarves and those professional ambassadors would teach them different ways of using scarves to decorate themselves. Ambassors would help them to find the perfect style and took photo snaps for them as reference. At the same time, 5 different health drinks were provided with musics played by live DJ's in a relaxed environment.

The whole event was not for retail, it was just an idea by educating people to learn more knowledge about silk and particular, the silk scarves of Hermes. It also suggested many way of using scarves for people as a reference to follow.

The event is a very ideal promotion. Its objective is not promoting the sale as it is not for retail, yet, it did promote the brand image of Hermes. Hermes has long been a brand putting so much effort on silk (it held Once upon a silk exhibition before), and it further enhances this image with the silk bar. What's in my mind: Hermes = Silk!

By Suetling

Joyce × Art Convenience Store

Have you ever imagine that you can find a convenient store in a high-end fashion boutique? This is absolutely a brand-new crossover concept launched by Number Tokyo and Special Project Consulting, which are a Japanese Magazine and a Project Team respectively. They launched an international worldwide project named “Art Convenient Store”. The theme of this project is “Souvenir from Tokyo “.

The project collaborates with a lot of famous and trendy Japanese brands such as mastermind JAPAN, Undercover, Hysteric Glamour, Toga, Sacai, MEDICOM Toy and famous photographer Mika Ninagawa. This project had been held in other well-known stores in different countries. For example, UINQLO SOHO Store in New York, Dover Street Market in London, Colette in Paris. And now, it has arrived at Isetan in Japan and finally JOYCE BOUTIQUE in Hong Kong. It is only exclusive in JOYCE’s Admiralty branch.

Here are some photos showing the corner of "Art Convenient Store" in other countries.


Dover Street Market (London)


Colette (Paris)


UNIQLO SOHO (New York)


Here are some photos of the layout of the "Art Convenient Store" in JOYCE. Models are dressing on some of the collaborated design items and some accessories as props.

So, what products do you expect to be offered by such an innovative and extraordinary convenient store? Snacks, drinks or cup noodle? Products offered are not as common or ordinary as you though. The product category ranges from fashion apparel to accessories and even stationery. What a big surprise if you can find these stuffs in a convenient store!

Here are some products photos designed exclusively for this collaboration. The accessories is not such expensive. Take a look at the store!!!
Fragment Design x Pilot Frixion Pens


Notebook designed by Mika Ninagawa



Nobuhiko Kitamura (Hysteric Glamour) x Snoopy(Woodstock) leather down vest


Chitose Abe (Sacai) x Sanrio (Patty&Jimmy) white V-neck tee



Really can't imagine that it is a box of biscuits by Undercover!Huh?
Jun Takahashi (Undercover) x Ginbis biscuits


Andre Saraiva Medicom Toy 100% figure

It is really amazing and surprise that JOYCE can have such an image of being young and trendy. JOYCE's Admiralty Store is having repositioning, bring a new, fresh and funny image to its trendy and chic customers. The setup of the convenient store is so real that it is just like the 7-11 near you house. This project will be held from 12 Oct to 26 Oct. Hurry up and grab the chance to have a taste of this interesting project!

By Joyce

Poptastic by Lane Crawford

Lane Crawford partner with Hong Kong Youth Arts Foundation to create three giant robots that will be displayed in Lane Crawford stores to merriment(happiness) of the holiday with shoppers.

Lane Crawford is a selected store in Hong Kong that support Creativity, art and fashion. Collaboration with different artists and art organizations can create a unique and memorable store environment which in turn enhance the customers' shopping experience and create repeat visitation. moreover. it facilitates the transmission of core values/ideas of Lane Crawford to a wide range og people. this definitely enables a long lasting impact and recall value. lastly linking art with the brand, give customers an impression that fashion actually is also a kind of art which helps to set the company apart in an exclusive position.

Lane Crawford is always a good place to hang around. it provides free art to public to gain aer experience. this opportunity to interact with art is very important. especially those places where museum is not a common space, but shopping mall is.