Lee Tung Avenue “Dazzling Christmas”

World-class, awe-inspiring festive art display
As Globall Concept, an award-winning festive light specialist from Belgium, we collaborated with Lee Tung Avenue (LTA) to bring a fresh perspective, crafting installations that reimagined Belgium’s lace-making tradition with lighting technology. The centrepiece comprised a gigantic 27-metre-long hanging light arch and an eight-metre-high Christmas tree adorned with over 1,000 exquisite baubles, woven like Bruges lace, complemented by light decorations in shapes of Christmas wreaths and trees along LTA’s iconic pedestrian walkway. These elegant creations transformed the avenue into a dream-like European-style Christmas town, inviting visitors into a mesmerising experience found only at LTA.
Strategic collaboration with Consulate General of Belgium
Globall Concept and LTA proactively approached Hong Kong’s Belgian CG to become a partner of Belgian Days, an annual event by the CG to promote Belgian culture. Thanks to its partner status, LTA was able to line up performances by classical Belgian musicians and a well-known Belgian magician, and a charity art event themed on the Belgian cartoon The Smurfs. It also organised a meet-and-greet event with Sinterklaas, the legendary figure from whom the Santa Claus character originated, allowing the public to experience Western Christmas traditions. The collaboration was a win-win, deepening understanding of Belgian culture in Hong Kong while enriching and elevating LTA’s Christmas campaign.
An all-enveloping European Christmas experience
LTA staged multiple events to evoke a quintessential European Christmas atmosphere. It brought back the outdoor snow show – over 50 sessions in total – which has become a great hit over the past years for the romantic vibes it created and the splendid, truly one-of-a-kind experience it offered with the avenue’s installation art. A glamorous masquerade ball on Christmas day generated great anticipation with the promise of an occasion to dress up and amazing entertainment, and turned out to be an exquisite celebration. Nearly 30 sessions of street performances including Christmas carols and dance shows made passers-by slow down their steps despite their busy lives to take in the joyfulness of the season, and a pop-up charity market featuring delicacies, workshops and shopping further bolstered the community spirit.