HSBC transforms Hong Kong billboard into an immersive art exhibition

Chu, whose work has been exhibited in some of the world’s most prestigious museums, including the Museum of Modern Art in New York, Hong Kong Museum of Art and M+ Museum in Hong Kong, will form part of a rotation of artists' works on the site.

HSBC will also drive people to its metaverse Gallery, which serves as a site for local artists to showcase their work and includes creations by Flyingpig, Wong Ping and Yeung Hok Tak. The ‘Open to Art’ metaverse initiative also transforms traditional art into immersive experiences.

The campaign was created by HSBC’s agency MSL Hong Kong to modernize people’s access to art and change how people in Hong Kong experience art and culture.

Brian Hui, head of customer propositions and marketing at HSBC, said, “Open to Art aims to transform the way people access art and the way art can be experienced by the audience. This ultimately brings amazing art and cultural experiences to the Hong Kong public while making contemporary visual culture more accessible to everyone. Stemming from our HSBC brand promise of ‘Open up a world of opportunity’, this will also serve as a long-term platform where HSBC aims to open up the community to more things, like Open to Sports, Open to Tech, and beyond.”

The initiative will be part of an ongoing brand platform to overhaul Hong Kong’s local art scene and transform the art market. Hong Kong is the world’s second-largest art market, in terms of sales, behind New York and ahead of London. HSBC is investing heavily in art, and in Hong Kong’s artists, in a bid to change the way people view art and the city.

In June last year, the bank unveiled the world’s largest NFT gallery, displayed on the facade of HSBC Hong Kong’s main building, to demystify the world of NFT art by democratizing access to it. The brand also collaborated with new media creator Victor Wong to create an artwork that shifts according to stock market volatility.