31/07/2024
Launched at the height of uncertainty, BELOWGROUND was up against all odds as the world buckled down inside. It was built to be a PLACE for the COMMUNITY and BRANDS to engage with each other. The “uncertainty” of everything became the driving force, which allowed a diverse group of eclectic minds to retreat to their own bunker, and take part in re-writing the status quo.
BELOWGROUND set off to unlock combinations, one which drew parallels between expected and unexpected fits. What if a fashion publishing house launched a stationary shop? What would a Michelin chef’s after-hours DJ set sound like? What type of stitching would flip thrift into luxury? Could a half-pipe skate ramp fit into last week’s bookstore? The search for connecting the unconnected became obsessive.
Disregarding post-codes and genres, each project aligned the right collaborators through intuition and energy, showcasing local creatives while welcoming the world to the multiverse downtown community space. Through the tri-anchor of the gallery, radio, retail, BELOWGROUND exchanged URL and IRL, like any corner WiFi modem would, echoing, patiently reporting culture, arts, fashion, and design through its own lens, quite literally on a corridor intersection of a Hong Kong basement.
As we unplug & replug, we share our sincere thanks to everyone for being part of a journey built on transformation, beautiful people, and ideas.
We will welcome the world back down soon enough. Stay tuned for 2.0
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