Salvatore Ferragamo's Gancini 'Bing Sutt" truck celebrates Hong Kong's art scene.

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The Italian Luxury goods company Salvatore Ferragamo embarked on a creative journey in Hong Kong, from March 12th to 18th by launching a mobile pop-up truck. Teaming up with local architect duo DOTES, comprising Justin Chow and Ka Chi Law, to create the Gancini pop-up truck as a reimagined Bing Sutt (literally meaning ‘ice-room’ in Cantonese) inspired by the historic cafés that were popular in the 1950s and 60s, serving refreshments in the form of typical iced drinks and food.

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The design team collaborated with local budding artists and galleries to curate the interiors of the pop-up truck aiming to promote the most symbolic locations of the city’s unique East-West cultural blend to celebrate the unique intersection of fashion, art and culture that distinguishes the world of Gancini.

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“Low-budget, short-term, quick-install pop-ups are set to surge in the coming months,” says Mardi Najafi, Director, Retail Design at Figure3. “As the world recovers from the pandemic, consumers will be hungry for real-life experiences. While they’ve gotten used to the convenience of shopping online, they miss feeling connected to brands (and to each other) in a physical environment.”

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“If you don’t want to limit yourself to one location, consider going mobile and renting a truck or bus to host your own traveling pop-up shop,” explains Najafi. “Mobility can maximize your brand’s reach whether it be at a park, farmer’s market, or any public setting you think your customers would be frequenting – the main objective is to increase brand awareness and get closer to your target consumers.”