This campaign showcases how Vane Communications built buzz for the grand opening of MUJI’s new store at Plaza Hollywood. It reflects a core belief in the power of community and connecting people through meaningful experiences.

The Strategy: Community at the Core

As MUJI, which is a known advocate for a minimalist lifestyle and healthy habits, expanded into Wong Tai Sin, our strategy focused on fostering genuine community engagement by integrating the new store into the local community’s rhythm.

The Tactic: Start at The New Store

To build relationships with local residents, we curated two events—Running Workshops and Urban Exploration Walking Tours. We started the community connection at the new MUJI store by having participants gathered at the store to kick off these exciting activities, making it the heart of the campaign.

The Execution: Local-Led Experiences

The Running Workshops were led by renowned long-distance runner Christy Yiu Kit-ching (姚潔貞), while the Walking Tours were guided by urban researcher, artist, and writer Sampson Wong Yu-hin (黃宇軒). Collaborating with these well-known figures helped promote a vibrant, healthy lifestyle and strengthen community bonds among local individuals and families.

The Workshops invited participants to embrace the joy of exercise while experiencing MUJI’s minimalist and healthy lifestyle. Attendees met like-minded friends, shared their exercise experiences, and cultivated a stronger bond with MUJI.

The Walking Tours encouraged urban explorers to slow down and appreciate the beauty around them. Through the lens of architecture and spaces in the community, participants rediscovered the charm of their daily surroundings and savoured the distinctive cultural atmosphere of Wong Tai Sin.

Scope of Work

• Event ideation to execution (event planning and event management)
• Collaborations with KOLs
• Social media campaigns
• Public Relations (including press release)