Enjoying festive lights and decorations is a tradition for many in Hong Kong during Christmas. During the holiday season, Sino Group’s Tsim Sha Tsui Centre & Empire Centre, China Hong Kong City and Lee Tung Avenue have switched on their Christmas lights and donned thematic decors to bring locals and visitors alike blessings and beautiful memories. Christmas illuminations have lit up across Sino Group’s harbour-side properties, filling the city with our signature holiday cheer once again in 2019. Huge multi-media panels made up of 134,000 colour-changing LED light bulbs were showing vibrant Christmas-themed animations on the façade of Tsim Sha Tsui Centre, Empire Centre, China Hong Kong City and Royal Pacific Hotel. The prominent video walls have reached millions of audiences and filled the city with touch of festive ambience every night. It is hoped that the colourful, vibrant and imaginative visuals, complemented by the city’s ever-gorgeous harbour views, will inspire the audience to hold onto the moment and find joy and peace. Echoing the festivities are hanging light decorations on Mody Road, which, together with the surrounding neon lights, make for an ideal spot for couples to capture precious memories. To support Art development in Hong Kong, Lee Tung Avenue has launched the "Wings of Christmas" project with First Initiative Foundation to spread a message of perfect harmony last Christmas. "Feathered Ascent", created by Nicholas Cheung, an award-winning international Multimedia and Lighting Installation artist, was displayed at Lee Tung Avenue. This installation with a flock of fifty dove mobile sculptures which marries science with creativity, shined in the sky of Lee Tung Avenue in winter. To delight the festival, the world-renowned Spirit of Christmas light scheme by The Crown Estate’s Regent Street was also returning to Lee Tung Avenue to bring everyone a magical festive celebration. The Sino Group festive illumination has gained extensive media coverage, including 300+ media coverage from both international and local media accounting for around HK$4.5M+ in PR value, and it was featured in various social media platforms to locals and tourists, reaching over 100,000 views.
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