TOTAL LICENSING
It all began with a Mouse…
Mickey - the world’s most famous mouse has been given a distinctly fresh
make-over tapping into the latest urban cool.
The world’s favourite the beginning. I didn’t expect much to artists giving their take on a truly
mouse is undergoing come of it, I just did it and moved on, iconic figure, and the series of prod-
a make-over of a dif- but as time went on I kept revisiting ucts we have for this range such as de-
ferent kind in Hong the mouse, kept changing its color signer t-shirts, limited edition watches,
Kong. As part of ways...small things. The Mouse never high-end stationery, customized bags,
the ever-growing left… If you think about it, Mickey guitars and collectible figurines really
young-adult market, Mouse himself has fed thousands of allows us to connect with this trend-
a trend that is often lead people with jobs and creative outlets conscious audience, ” says Guenther
in Asia, Disney Consumer Products and memories...he’s the biggest celeb- Hake, vice president and general man-
has developed the Bloc 28 range that rity in the world.” ager, DCP Greater China.
sees Mickey Mouse like we have never And there in lies the appeal of Mick- “Mickey really is forever in terms of
seen him before.
Adopting an edgy graffiti style, DCP
has enlisted the world’s leading graf-
fiti artists to give a fresh take on their
interpretation of Mickey. The project
has yielded both artwork, products
and collectibles - all of which will
be on display through an exhibition-
come-retail space in Hong Kong’s
Times Square.
The art-deco building houses numer-
ous high-end luxury retail outlets as
well as being home to the city’s in-
ternational multi-national companies
and offers a unique forum to show-
case what is essentially a pop-up retail
store and artist space.
Bloc 28 has already launched in the
United States, targeting the more ey through the ages. The mouse that his appeal. His narrative and his story
high-end collectible market. The Bloc started it all for Walt Disney con- really transcends age, borders and
28 launch in Hong Kong sees phase tinues to inspire and appeal to new gender. This new artistic based inter-
2 launching with new artists coming and old. The makeover Mickey has pretation allows Disney to reach out
on board. David P. Flores - a prolific had through the ages has been noth- to find a new audience- many of which
skater as well as artist and illustrator ing short of chameleon like - from probably enjoyed the
has joined the project again for phase SteamBoat Willie, to the latest 3-D toys and books
2 and is one of the key featured US pre-school offering of Mickey Mouse as kids- but
artists displaying in Hong Kong. Club House- Mickey’s make-over will can now wear
With collaborations and graphics for never be complete and therein lies that graffiti in-
Shorty’s, Stussy, Oakley, XLarge, Kid- his intrinsic appeal to inspire artists spired t-shirt or
robot, Om Records, M3 Snowboards, and illustrators all over the world to covert the latest
Nike and Adidas - Flores has proven constantly update and re-visit their in- limited edition col-
to be one of the most prolific and well spired version of Mickey. lectible. Bloc 28
known artists in the Urban/ Skate Art For Mickey’s latest foray into the Asian is a unique proj-
scene today and while big name de- market- where his appeal continues ect that doesn’t
signers teaming up with established to span a spectrum of demographics come along very
brands is common practice these and appeal to local taste, Mickey mer- often but the in-
days, Flores is keen to point out the chandise and product sales continue spiration and innovative prod-
special inspiration that Mickey Mouse to be robust. uct that has come from this project
holds to artists around the world like “Bloc 28 really brings Mickey to the will last a lifetime.”
him when he designed his version of young adult market which is so strong The Bloc 28 exhibition kicks off in
Mickey for Bloc 28. “It’s an image that here in Hong Kong and throughout Hong Kong in late June in Hong Kong’s
translated to my style very well from Asia. The combination of these fresh Time Square.
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