Please tell us how the brand purpose inspired the work

New World Development is one of Hong Kong's largest property development companies. Throughout the years, New World has transformed its property development to conserving and creating cultural oasis in Hong Kong - preserving properties and places that have a strong local culture. New World Development's mission is the "Artisanal Movement" - conserving the art and culture within the city. And one way to rebuild this appreciation amongst the characterless skyscrapers Hong Kong is known for now is to relaunch the State Theatre - one of Hong Kong's original theatres where global performers came to perform and the first-ever movie theatre where the biggest local movies would have been premiered. However, as the industry dwindled, so did the theatre and the love of culture. As Hong Kong continues to face the problems of its own diminishing identity because of political movement, this was a statement for New World and Hong Kong.