boutique boulevard 2011


Royal Splendour in CENTRAL

Hongkong Land Limited (“Hongkong Land”) presented an evening of celebrations in The Landmark Atrium that marked the launch of boutique boulevard 2011. As the theme of this year’s boutique boulevard, “Royal Palace” conjured up images of splendour and lavishness in all its magnificence, and this elegance is in full bloom at CENTRAL’s most iconic malls, including Alexandra House, Chater House, The Landmark, Prince’s Building, The Landmark Mandarin Oriental, as well as selected brands in The Galleria and the Mandarin Oriental Hong Kong, from 13th to 15th May, 2011.

At the VIP opening, Hong Kong’s crème de la crème, sophisticates and discerning shoppers assembled to explore and experience the prestigious and luxurious CENTRAL. The evening kicked-off with a warm welcome speech by Mr. David Martin, Head of Retail of Hongkong Land Limited, as well as Ms. Maryse Kraatz, Executive Director of the French Chamber of Commerce who co-hosts the event.

The evening’s entertainment began with a breathtaking opera and dance performance before the crowd was introduced to other equally enticing performances such as the Nebula Swing, Shadow Silhouette, Harpist, Rock Orchestra and Baroque Fencing, etc. that took place throughout the Hongkong Land portfolio.

Of course, the guests were free to savour the best in royal style, from fashion, accessories, to lifestyle with some of the world’s most renowned brands. Especially designed for boutique boulevard 2011, the participating brands had their own special in-store animation, while Hongkong Land set up an iconic larger-than-life digital book to guide guests through the activities, and a fun instant photo booth at The Landmark Atrium, taking indulgence to heady levels by combining style and class with technology.

In addition, a photo exhibition which was shot by acclaimed New York photographer, Charlie Wan, featured some of Hong Kong’s most familiar faces, including Kathy Chow, the beautiful super model and TV presenter, Shirley Cheung, successful CEO of Sau San Tong, Bonnie Gokson, founder and owner of Hong Kong's SEVVA restaurant, and the princely Brandon Chau and his wife Jenny, son and daughter-in-law of late Kai-bong Chau. Kim Robinson, the renowned hair stylist, together with Ricky Kwok, a famous fashion stylist, also lent their skills to the photo-shooting project, creating stunning images for the esteemed guests. The photos are displayed in CENTRAL during the promotion period to enable patrons to feel the splendour and romance that is conveyed through the lens of the talented photographer.

During the promotion period from 13th to 15th May, 2011, Hongkong Land has prepared attractive shopping promotions for shoppers making purchases during boutique boulevard 2011. They are as follows:

Grand Luxe Draw
–    From 13th to 15th May, 2011, shoppers who spend $50,000 or more at participating boutique boulevard brands, and register their membership of Are You? CENTRAL Club, will be entitled to enter in our Grand Luxe Draw to win first class return tickets to Paris and 3-nights accommodation at Mandarin Oriental, Paris for two.

Invitations courtesy of world famous brands
ν    Baccarat – Complementary Dinner for two at the Cristal Room Baccarat, Paris
ν    Private Boucheron atelier’s visit at Place Vendome
ν    Ralph Lauren  –  Enjoy a sumptuous lunch for two at the exclusive Ralph’s restaurant in Ralph Lauren’s flagship on Boulevard Saint Germain, Paris
ν    Van Cleef & Arpels – An exclusive guided visit of the Maison’s workshop at Place Vendome, Paris

Winner will also receive Ercuis silver plated “Du Barry” Silverware Set from Heather & March.

About boutique boulevard
Leading CENTRAL brands take part in this opulent and vivid event through a series of activities that draw guests into an exquisite world of luxury and discernment. As the ‘night to be seen’ on Hong Kong’s social calendar, boutique boulevard has successfully created a social platform for VIPs to have fun and an opportunity for everyone to truly engage in brand discovery.

boutique boulevard was launched in 2009 by Hongkong Land in a collaborative effort with the French Chamber of Commerce in Hong Kong, and takes place throughout Hongkong Land’s top retail portfolio in CENTRAL, which includes Alexandra House, Chater House, The Landmark and Prince’s Building. Selected brands from The Galleria and Mandarin Oriental, Hong Kong also participate. boutique boulevard provides an exclusive luxury experience unattainable elsewhere, whilst creating a sense of unity amongst the CENTRAL portfolio of buildings.