G.O.D not wasting time in quest to draw attention to new outlet

PUBLISHED : Wednesday, 19 December, 2007, 12:00am
UPDATED : Wednesday, 19 December, 2007, 12:00am

Avant-garde department store G.O.D has controversially christened three storeys of a shopping centre in Causeway Bay the 'Delay No Mall', to remind shoppers of the importance of being on time.

The phrase and the store's fashion line, Delay No More, play on words resembling a Cantonese expletive.

Eye-catching billboards heralding a new outlet have been in place in Yee Woo Street since Friday despite concerns from area schools that foul language was on display.

G.O.D marketing manager Cherry Ma Kit-ying said the name had been used to remind people of the importance of being punctual.

'Watch shops and other design features inside the shopping centre also echo such a theme,' she said.

The company was raided by police last month for selling T-shirts and postcards printed with the Chinese characters for '14K' - the name of a triad society.

Nine men and nine women - including shop owner Douglas Young, a designer, sales staff and other employees - were arrested on suspicion of violating the Societies Ordinance.

About 90 T-shirts and more than 500 postcards were seized during raids on the chain's shops in Causeway Bay, Central and Tsim Sha Tsui, and its offices and warehouse in Yuen Long.

Ms Ma said they had not received any complaints about the naming issue and would keep the billboards.

In July, a forum organised by Power for Democracy incorporated the sensitive phrase into its slogan 'Democracy - Delay No More'.