Plaza Hollywood, situated atop the Diamond Hill MTR station, is a well-established retail destination and lifestyle hub serving the burgeoning middle class in the rapidly-emerging Kowloon East CBD2.
Following the commission of the MTR’s Tuen Ma Line in June 2021, Diamond Hill MTR Station has become a new transportation hub for East Kowloon as an interchange station for the Kwun Tong Line and Tuen Ma Line, which amplifies the geographical advantage of the mall.
Plaza Hollywood is also located at the entrance to the Tate's Cairn tunnel, a vehicular artery linking Kowloon East with the New Territories and beyond to Shenzhen, and directly linked to the Diamond Hill bus terminus. Free shuttle service, ambassadors and incentive programmes are offered in collaboration with Kai Tak Cruise Terminal to further attract visitors and boost spending.
The favourable location alongside various adjacent cultural landmarks and tourist attractions including Tang Dynasty-styled Chi Lin Nunnery and the renowned Wong Tai Sin Temple differentiate Plaza Hollywood from other malls in the region.
Plaza Hollywood is purposely-designed without towers above it to maximize planning flexibility. The 10,000-square-foot event space with a ceiling height of nearly 80 feet is among the largest retail mall atriums in Hong Kong. It has a highly efficient layout (65% of GFA is lettable), and a valuable critical mass for shoppers and retailers, with its over 290 shops and restaurants, and a cinema multiplex equipped with the most advanced audio and visual system.
Plaza Hollywood has further optimised its comprehensive trade mix by recruiting a variety of retail and lifestyle brands, as well as introducing new F&B and confectionary concepts.
In 2022, various innovative marketing campaigns were rolled out to increase foot traffic as social distancing measures eased. One of these was “MetaGreen Village Adventure” O2O Campaign, which was the first Metaverse linked with mall membership programme in town. During Christmas, thematic decoration riding on kids’ popular cartoon “Butt Detective” was installed. Ongoing sales-driven programmes including VIC bonus points reward, shopping promotions and cross trade promotions boosted repeat visits and purchases.