Target Audience

The project engages Gen Z students, musical theatre audiences, alumni, and the wider cultural community. It celebrates the 10th anniversary of CityUHK Musical while inviting new audiences through contemporary visuals and experience-led storytelling.

Design Approach

The design language adopts a pulse-like structure to express rhythm, performance, and creative continuity. A bespoke 3D gimmick prop was created to showcase ten years of CityUHK Musical, transforming milestones into a dynamic, spatial narrative aligned with “GenZ the Next Beats.”

Marketing Strategy

The anniversary element is positioned as a cultural highlight within the festival. The 3D installation serves as a visual anchor across physical and digital touchpoints, strengthening emotional connection, amplifying visibility, and reinforcing CityUHK Musical’s evolving creative legacy.