iFourum is a level in Takashimaya Shopping Centre which houses a series of boutiques dedicated to art-related materials, services and courses.
For Christmas 2006, the theme is on gift-giving, and in particular the ‘gift of imagination’ – hence the use of a thought bubble motif to represent imagined gifts, left blank to be filled-in by readers.
For Christmas 2006, the theme is on gift-giving, and in particular the ‘gift of imagination’ – hence the use of a thought bubble motif to represent imagined gifts, left blank to be filled-in by readers.
The press advertisement features products from each tenant photographed in their natural state, but lit in an inviting manner to encourage readers to start imagining all the creative ways they can customise or use the product.
This approach avoids the problem of having to disappoint customers who turn up asking to buy the specially crafted ‘examples’ featured in previous years’ advertisements, especially when they were supposed to be inspired into making their own presents.
This approach avoids the problem of having to disappoint customers who turn up asking to buy the specially crafted ‘examples’ featured in previous years’ advertisements, especially when they were supposed to be inspired into making their own presents.
The enticing package of postcard-brochures is designed to resemble a gift box just like the one prominently featured in the press advertisements. Picking it up in your hands is akin to the moment when you have just received a present.
A specially designed single-handle tarpaulin bag was produced as a promotional gift. Waterproof and durable, each bag can accommodate sketch pads up to A3 in size. Each bag also comes with three of the exclusively designed gift wrappers.
The two-tone metallic gift wrappers featured prints inspired by the same thought bubble motif in the press advertisements, but presented in different shapes and designs.
A golden-edged gift card was produced as a final touch to the premium feel of the whole campaign.
A golden-edged gift card was produced as a final touch to the premium feel of the whole campaign.
