ORIENTAL BUND
Campaign Concept
Client
Sun Hung Kai Properties
Agency
Live China
Industry
Properties
Category
Campaign concept, Art Direction
ORIENTAL BUND
Orient. The Future Forward. The Inspiration to the World.
In the flow of the East, a new vision rises — where architecture breathes with life, and every line of design awakens a dialogue between nature, culture, and time.
ORIENTAL BUND redefines modern living through an Eastern revelation — a harmony of Aesthetics, a sanctuary of Green Habitat, a spirit of Connection, and a balance of Harmony.
Here, scenery moves with you, shaping moments that shift like light on water. Spaces transform with the seasons, embracing the rhythm of nature. Design unites contrasts, blending heritage and innovation in perfect accord.
Craftsmanship inspires life, where artistry meets function in every detail.
From the East, a future unfolds — designed to inspire the world.
Creative Concept
The campaign visualises the fusion of Eastern philosophy and Western innovation — expressing how ORIENTAL BUND stands as a modern interpretation of Oriental elegance.
It conveys a world where tradition evolves into the future, and art, architecture, and humanity exist in seamless balance.
Each artwork represents one of the four design philosophies — Aesthetics, Green Habitat, Connection, Harmony — portraying an “Eastern Revelation” that inspires the world forward.
Visual Direction
Art Style:
• East-meets-West surrealism
• Haute couture aesthetics merged with architectural precision
• A poetic balance of human emotion, structural form, and cultural symbolism
Mood & Tone:
• Visionary, elegant, futuristic
• Poetic yet bold — refined artistry that transcends geography and time
• The East as muse, the world as canvas
Colour Palette:
• Monochrome city tones with strong cultural accents (red, jade, porcelain blue, silver)
• Light and water motifs for reflection, fluidity, and transformation
Visual Themes & Symbolism
• Aesthetics — Flowing Vision
Beauty in motion. Architectural geometry meets Eastern grace.
Represents the evolution of aesthetic values — from heritage to futurism.
• Green Habitat — Seasons in Motion
Sustainability as living art. Nature and architecture merge into a breathing landscape.
Reflections and organic forms symbolise renewal and coexistence.
• Connection — United Vision
East meets West, tradition meets modernity.
Symbolises cultural connection, generational dialogue, and global harmony.
• Harmony — Crafted Brilliance
Craftsmanship, balance, and imagination.
Human artistry meets structural mastery — expressing the perfection of coexistence.
Execution
Subjects: Avant-garde models styled as living sculptures
Backdrop: Iconic architecture blended with natural and urban elements
Composition: Layered juxtaposition of East/West motifs, water ink textures, and futuristic geometry
Typography: Minimal, vertical Chinese integration paired with refined serif English for balance
Lighting: Soft and ethereal — creating depth and dreamlike sophistication
Key Message
ORIENTAL BUND represents an Eastern revelation that inspires the modern world.
Through art, design, and architecture, it envisions a future shaped by harmony, connection, and beauty.
Think ARCHITECTURE
Creative Concept
Think ARCHITECTURE, transforms the built environment into a living dialogue with nature, humanity, and imagination. Through symbolic visual storytelling, the campaign redefines architecture as more than structure — it becomes a source of light, air, and hope that shapes the rhythm of modern life.
Each ad visualises a natural element — Light, Rain, Air — as a metaphor for the brand’s forward-thinking philosophy: architecture guided by innovation, sustainability, and optimism.
Art Direction
A modern surrealist vision with a human touch, blending childlike purity and futuristic urbanity. The tone is uplifting, visionary, and poetic—expressing hope and human connection through architectural progress. Bright, airy, and optimistic in mood, the campaign uses soft sky tones, natural greens, clean whites, and subtle architectural greys to evoke purity and sustainable energy. Through a visual dialogue between playful imagination and structured modern architecture, it captures the harmony between the human dream and the built world.
Concept by Theme
LIGHT — Showing the Way
Symbolising guidance and innovation, light represents architecture as illumination — shaping inspiring environments that lead society forward.
HOPE — Rain or Shine, There is Hope
Rain and growth express renewal and resilience, portraying architecture as nurture — creating spaces that sustain life and optimism.
AIR — The Future is in the Air
Air embodies freedom and energy, reflecting architecture as movement — designing for clean power, open space, and limitless possibility.
Visual & Creative Execution
Children symbolise innocence, imagination, and the future shaped by architecture, set within a balanced composition of human scale and cityscape unfolding beneath an expansive sky. Photography is crisp and luminous with subtle surreal touches to evoke imaginative reality, while minimalist, refined English and Chinese typography merge modernity with cultural depth.
Key Message
ORIENTAL BUND envisions architecture as a living force of nature and humanity. Through light, air, and hope, the campaign celebrates a future built on design, sustainability, and inspiration — a world where the East inspires tomorrow’s architecture.
