Superga makes big entry into Hong Kong

With so many brands opening flagship stores in Hong Kong these days, it can be difficult to stand out. Launch events have a tendency to fall into the trap of uniform blandness as labels seek popular appeal.

Playful Italian sneaker brand Superga, however, isn't so concerned with pleasing everybody, and instead has launched its first store in Hong Kong with a Giant Shoe Installation, featuring the world's biggest Superga's classic 2750 shoe, and an equally huge party on the harbour.

The model is set to land in The Guinness Book of World Records as the world's largest sneaker.

"The real star of the Superga collection is the 2750. It is iconic and recognised more than any other, so we thought it would be clever to launch on that style," says Marco Boglione, president of Italy-based BasicNet Group, the owners of Superga.

Measuring six metres high, two metres wide and three metres long, the shoe replica will take pride of place on the waterfront outside Harbour City from April 12 to May 4. Giving it some local flavour, the installation will also feature designs from students at the Savannah College of Art and Design, Hong Kong.

Superga, established in 1911, is something of an institution, calling itself the "people's shoe of Italy".