Earlier this summer, many a click-baity headline bemoaning the potential loss of the Star Ferry, an iconic floating symbol of Hong Kong, hit the press. “Hong Kong’s Star Ferry on the brink of closure?” asked South China Morning Post. “Hong Kong’s Star Ferry deserves tycoon lifeline” said Reuters. Across the pond, well, across the planet, even The New York Times picked up the thread,
“Star Ferry, ‘Emblem of Hong Kong,’ May Sail Into History.”

Spawning endless op-eds and talking heads on TV, there was much debate and discussion on what to do about a beloved tourist trap that first set sail in 1888.

In a classic case of action speaks louder than words, the fine folks at Dior stepped up and, over a period of two months, hand-painted a ferry with emblems of Dior graphics and invited one and all to travel across the pond and experience the relaxed pace otherwise unheard of in a perpetually buzzing city like Hong Kong.

Hand-in-hand in celebration and announcement of a new Dior boutique opening on Canton Road in Hong Kong, the daily vessel of the city’s Star Ferry transport service was grandly embellished with Dior iconography, offering passengers “an immersive experience of the uniquely elegant atmosphere of the novel location and float them between Tsim Sha Tsui and Central.”

The store itself was decked in designer goodies; exclusive product launches featuring dazzling box sets of four embroidered miniature Lady Dior bags, the brand-new Rose des vents multi-color creations adorned with gems and items from the Dior autumn-winter 2022-2023 ready-to-wear women’s collection.

Celebrating the opening of the new address, the floating banner ad sailed to and fro Hong Kong island and Tsim Tsa Tsui. Monsieur Dior’s talisman, the lucky star, featured on the midship section and on the flag that flies atop the mast, echoing the name and insignia of StarFerry.

Easily one of the most memorable campaigns of the year, drawing together two icons, Dior and Star Ferry, with a tribute to the rich legacy of the House and “its continued reach through a new venue in Hong Kong, a city where the Star Ferry fleet perpetually shines across Victoria Harbour, leaving an indelible imprint on the city’s everyday life.”

As we go to publish, the fate of the humble ferry still hangs in limbo.

From now until 5 November 2022.
All images courtesy of Dior.