Senior Consumer Brand Designer
Hong Kong International Airport
admire
Editorial Experience
Spatial Identity, Motion & Environmental Communication
Client
Hong Kong International Airport
Industry
Travel, Retail & Lifestyle
Agency
IGOO Communications
Category
Editorial Experience, Motion & Spatial Design
Hong Kong International Airport launched admire as part of its ambition to evolve from a transit hub into a lifestyle destination.
The challenge was to transform a newly launched airport lifestyle magazine into a living brand experience that could engage travellers across Terminal 1 — connecting editorial content, physical space and digital participation into a coherent journey.
Creative Idea
To Be Admired
admire was more than an airport lifestyle magazine.
The concept invited travellers to step into the world of admire and experience what it felt like to become the person on the cover.
Through interactive activations, environmental storytelling and digital participation, the campaign transformed readers into participants — creating moments of aspiration, self-expression and discovery throughout the airport journey.
Insight
Aspiration becomes more powerful when people can see themselves inside it.
admire celebrated shopping, dining and lifestyle experiences.
Rather than positioning travellers as passive readers, the experience invited them to become part of the story.
By creating opportunities for participation and self-expression, the brand could transform admiration into engagement.
Experience Principles
I translated the idea of To Be Admired into a connected experience framework that could operate consistently across physical and digital touchpoints.
The experience was built around five connected principles:
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Editorial storytelling
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Aspirational lifestyle imagery
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Interactive participation
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Spatial communication
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Cross-channel consistency
Creating opportunities for travellers to discover, experience and become part of the admire lifestyle.
admire
Editorial
Physical
Digital
Key Visual Development
Digital Content Development
Application
The experience extended across:
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Editorial publication design
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Airport installations
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Interactive photo activations
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Digital participation platforms
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Motion graphics
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Environmental communications
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Campaign promotion materials
Each touchpoint reinforced the central idea of allowing travellers to step into the admire lifestyle.
Impact
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Unified editorial, digital and environmental communications into a single brand experience
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Increased engagement with the new admire platform
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Encouraged traveller participation through interactive experiences
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Strengthened HKIA's positioning as a lifestyle destination beyond travel
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Established a scalable foundation for future lifestyle communications
From editorial content to lived experience.
Built around the universal desire to be admired.
