Focus on art as Reebok takes clubbers back to an old 'look'

PUBLISHED : Monday, 07 September, 2009, 12:00am
UPDATED : Monday, 07 September, 2009, 12:00am

Sai Ying Pun is not exactly a nighttime hot spot, but that is where Reebok threw a serious party to revive its 1980s-look Freestyle sneaker.

The Conservancy Association Centre for Heritage in Western was hopping on Friday night as hipsters roamed the two-floor venue boogying to tunes and checking out some art.

For the relaunch, Reebok commissioned artists in key cities to make something unique. In Hong Kong, G.O.D. chief executive Douglas Young Chi-chiu and stylist Davena Mok collaborated on four photo collages capturing Hong Kong life in 'freestyle'.

'We treated it as an art project instead of a fashion thing,' Mok said.

The four jigsaw-collated pictures feature Hongkongers on a cross-harbour ferry, at a wet market, at a karaoke bar and in cha chaan teng. Everyone featured in the works, of course, is wearing the company's footwear.

'We bring different skills,' Young said. 'I certainly can't style people. But it was a fun project to translate Hong Kong culture into another medium. I like adventures.'

That even includes when they don't succeed, such as the retail experiment Delay No Mall, which is no more. Young harbours no regret. Instead, he chalks it up as another of life's lessons.

Now, the space will be reinvented as a food and beverage outlet. Come November, it will be a two-floor palace for Din Tai Fung's Taiwanese steamed dumplings. 'It'll be so much easier,' he said. 'We'll just be landlords.'