This Company Modifications The Look Of Hong Kong Ballet And Makes It Engaging Even For Millennials


For his or her 2018/19 season, the Hong Kong Ballet teamed up with photographer Dean Alexander and inventive company Design Army, to create an incredible marketing campaign known as ‘Hong Kong Cool’. It options dancers performing in varied places across the metropolis and the colourful images look completely gorgeous.

Pum Lefebure of Design Military says “This new marketing campaign flips ‘basic ballet’ on its head, delivering a wildly contemporary new look and inventive expertise far past something the ballet has accomplished earlier than.” The marketing campaign additionally goals to alter the stereotype that ballet is for older folks and appeal to a youthful viewers. And really it does precisely that – the mesmerizing Hong Kong landscapes mixed with spectacular performers will go away you wanting extra.

Try the wonderful pictures within the gallery beneath!

Extra information: Dean Alexander | HKBallet | DesignArmyh/t

Learn extra

Dancer: Chen Zhiyao

Dancers (From Left): Shen Jie, Li Lin

Dancer: Ye Feifei

Dancers (From Left): Garry Corpuz, Wang Qingxin

Dancers (From Left): Gao Ge, Chaelee Kim, Liu Miaomiao, Lauma Berga, Zhang Xuening

Dancers (From Left): Leung Chunlong, Yang Ruiqi

Dancer: Yang Ruiqi

Dancer: Li Jiabo