Don't miss these stories
Foodpanda took a distinctive creative approach to outdoor advertising in Hong Kong, commissioning hand-painted art wall murals at two XGD Media locations in the heart of Central: 38 Peel Street and 40 Gough Street.
Art walls offer a fundamentally different advertising experience compared to traditional billboards. By collaborating with local artists, brands like Foodpanda can create culturally resonant, Instagram-worthy installations that generate organic social media sharing in addition to the built-in foot traffic of these high-traffic SoHo locations. The 38 Peel Street and 40 Gough Street sites sit within Central's popular SoHo dining and nightlife corridor — an area that has undergone significant revitalisation and is now home to a dense concentration of independent restaurants, cafés, and bars frequented by a younger, digitally savvy demographic.
For a food delivery platform, the placement was strategically potent: the art walls surrounded diners and food enthusiasts in exactly the environment where the Foodpanda app is most relevant. These art wall placements blend brand messaging with street culture — a format that feels less like an advertisement and more like a community installation. This approach is particularly effective for consumer lifestyle brands looking to build brand affinity with Hong Kong's millennial and Gen Z audience, who are more responsive to authentic, creative brand expressions than to traditional advertising formats.
