Aura

China Duty Free Group and Dafeng wanted to create an immersive themed experience to draw visitors into a new major shopping complex.
Client
Haikou International Duty-Free Shopping Complex (via Wētā Workshop)
Year
2021
Services
Strategy
 / 
Copywriting
 / 
Creative Concept
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HOOF founder and creative director Erik Hay worked as creative strategist and senior writer within the Wētā Workshop creative team, contributing to the core concept The Forest at the Edge of the Sky.

The installation combined digital storytelling, responsive light and architectural scale to create an environment that encouraged exploration.

The project imagined the mall atrium as a fantastical world inspired by the natural landscape of Hainan. Erik wrote the visitor narrative and the animated story presented on a 29-metre interactive LED screen and the heart of the space

The project received First Place for Themed Entertainment at the Blooloop Innovation Awards, the Trinity Award for Non-Airport Retailer of the Year, Best Commercial Complex of the Year at the GBE HOPSCA Awards, and Bronze at the Best Awards.

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