Esprit adds a dash of flash to Central

PUBLISHED : Wednesday, 30 August, 2006, 12:00am
UPDATED : Wednesday, 30 August, 2006, 12:00am

We had a first taste of 'flash mobs' about three years ago when people from different parts of the world pranced, hopped and waved napkins in a Causeway Bay McDonald's.

Well, it's set to happen again - except this time we've been warned that a flash mob is expected to invade the newly renovated Esprit store on Queen's Road Central on Thursday next week, to 'do something insane' before swiftly dispersing.

It is part of Esprit's three-day marketing campaign to relaunch the store, which will also involve rope skipping, cheerleading or acrobatics. Passers-by will be handed apples, red lollipops and balloons, with slogans like 'Work hard, shop harder', 'A job's a job' and 'Shopping is a career'.

Francis Phua, marketing manager (Asia Pacific) for Esprit regional services, said the aim of the stunt was to brighten up the dull mood in the Central business district.

'We have decided to inject some fun elements in the sometimes too serious Central,' Phua said.