On October 21, Shaftesbury launched an exclusive collaboration with Netflix to mark the release of brand-new animated film, Over The Moon on October 23, by unveiling a dazzling outdoor light and lantern installation throughout the streets of Chinatown London. Welcoming visitors to the destination, the installation has been designed with COVID-19 social distancing restrictions in mind, so can be enjoyed safely according to the latest Government guidelines.
Celebrating East Asian folklore of the Mid-Autumn Moon Festival, the animation tells the story of a young girl seeking to prove the existence of the legendary Moon Goddess. The experience in Chinatown London embraces this modern tale of a traditional story and features thirty striking lanterns which come to life each evening, starting along Gerrard Street and culminating in a stunning illustration of the Moon Goddess at the corner of Macclesfield Street.
The visual spectacle will be in place until mid-November, and will add to the brand-new multi-coloured lantern display, installed by Shaftesbury in partnership with the London Chinatown Chinese Association (LCCA), and as part of the #LoveChinatown campaign, a symbol of celebrating diversity and overcoming adversity.
As part of Netflix’s collaboration with Chinatown London, several of the destination’s tenants will be supporting the installation with various themed initiatives and limited edition products inspired by the film. These range from traditional mooncake giveaways, to ornate dumplings, bespoke desserts and menus available throughout the months of October and November.
Karen Baines, Head of Group Marketing and Communications at Shaftesbury, commented: “Over The Moon is a wonderful tale highlighting the value of determination and passion, qualities that Chinatown London’s tenants have shown in abundance over the last few months. This collaboration with Netflix showcases the destination’s appreciation of Chinese tradition and folklore. We are always looking for new and relevant ways to engage with Chinatown London visitors and create a mix of modernism and tradition which embodies East Asian culture, creating a home away from home. It is fantastic that this can be enjoyed both outside, and socially distanced, to ensure it is safe for all visitors”
Mr Chu Tang OBE, Chairman of the LCCA, added: “Netflix’s installations will bring a sense of wonder to Chinatown London, building on the authentic mix of culture, both old and new. The Mid-Autumn Festival is a key date in the Eastern calendar, so extending the festivities and bringing folklore to life will further enliven Chinatown London after the challenges of the pandemic, and help celebrate the community coming together following a summer of al fresco dining.”
This announcement follows news of Shaftesbury’s efforts to support its tenants at Chinatown London, with recent initiatives including creating an open-air food destination at Newport Place, alongside the #LoveChinatown campaign in partnership with the LCCA.