Fashion and lifestyle brand ESPRIT has launched a three-storey pop-up store in Hong Kong, marking the brand’s long-awaited return.
“Love, ESPRIT” combines art installations, interactive games, and ESPRIT’s latest collections to create an immersive love letter to Hong Kong. The exhibit will run until 23 October on Russell Street, Causeway Bay.
In addition to celebrating the brand’s heritage, the pop-up also celebrates its bright future. The exhibition explores ESPRIT’s long-standing mission to spread happiness through fashion, and introduces its new look and feel, personified by the newly-introduced mascot, Joy the Dolphin.
In the Joy Department on the ground floor, visitors are greeted by a sculpture of Joy the dolphin, whose positive spirit embodies the spirit of the brand. An origami-inspired installation of Joy by artist duo Stickyline gives the illusion that the dolphin is leaping out of the water.
In the Heritage Gallery, visitors can see treasured images from ESPRIT’s archives. In these vintage posters, ESPRIT showcases its long history of spreading joy with cheerful colours and laidback styles as well as its commitment to sustainability, equality, and inclusivity. In the Heritage Room, visitors can learn about ESPRIT’s history and take a trip back in time before taking in the installation of mirrors and LED lights creating the illusion of being infinity.
The Fashion Closet on the first floor features a selection of key items from ESPRIT’s new collections, including the tennis and neon collections, which can be purchased in-store or on the company’s website.
The second floor features Joyground, a lounge decorated with neon lights to emulate the illuminated signs that historically dominated Hong Kong’s streets. There will also be a rotation of local cafes taking over the café kiosk for “Love, ESPRIT” for a limited time, offering their signature drinks.
In addition, “Love, ESPRIT” marks the launch of the brand’s new avatar program. Visitors creating avatars at the exhibition will receive an exclusive chance to play rounds of the claw machine arcade game. There will also be exclusive offers for avatar owners in the future.
