Kuala Lumpur, 8 September 2017 – For the first time in Malaysia, Avenue K brings to life the pandemonium of eggs in conjunction with the 2017 World Egg Day. Featuring a total of 388 egg sculptures nestling the Ground Floor Atrium at Avenue K as well as other prominent and unique locations around Avenue K, the campaign, dubbed “388 Eggmonium”, is aimed to highlight the benefits and values of eggs which offers affordable source of high quality protein with the potential to feed the world.
A truly unique experience for shoppers visiting Avenue K, the egg installation is the first of a series of events planned in the shopping mall, as part of a 3 week-long showcase starting from 7 September to 1 October 2017. Together with other fun activities such as Premia Eggs showcase and daily egg tasting, exceptional cooking, baking and food art workshops, this campaign celebrates the beauty, nutritional value, and many different aspects of eggs. To further highlight, there will also be cooking demonstrations by chefs from Premia, Sugarcraft Baking and Culinary Academy.
Measuring 1 foot to 3 feet, each of the 388 extraordinary sculptures were individually designed and painted by students from the Art & Design schools including Saito University College, Malaysian Institute of Art (MIA), Linton University College, Raffle s College, and Dasein Academy of Art, the mall management team, tenants, artist and invited media friends.
Avenue K offers shoppers the opportunity to adopt the 1ft and 3ft egg sculptures from the “388 Eggmonium” display and bring it home for a good cause at a starting price of RM30 each. A series of 1ft limited edition egg sculptures, designed by popular graffiti artist Kenji Chai which are on display will also be available for adoptions through an
auction. Online bidding on the artist’s online platform at Facebook KenjiChai and also Instagram @Mr_Kenjichai.
All proceeds generated by the auction will be channeled to Charity Right Malaysia to aid their ‘Feed to Educate’ programme which aims to reach those in the most neglected parts of the world who suffer from hunger, to provide them with nourishing meals and to give them a chance to live normally. Charity Right believes that the best way to help needy people is to use food to encourage them to attend schools/centers of learning.
This way, individuals can learn to better themselves and hopefully improve the situation they are in. One of our retailer, Village Grocer will also be sponsoring RM5,000 worth of shopping voucher as part of their support to Charity Right Malaysia.
Exclusively for shoppers on the weekends, limited 1 ft. egg sculpture redemptions are available at the Information Counter, Ground floor with a minimum spending of RM388 (RM300 for AK Neighbours Card member) in a maximum of 2 combined receipts at any AK Stores on the same day to redeem a 1ft. egg sculpture.
“Art enthusiasts will have the opportunity to support creative arts while contribute to worthy cause that makes a difference and feed those in need, by adopting an egg sculpture,” said Ms Phang Sze Sze, Deputy General Manager of Avenue K.
“In conjunction with the World Egg Day, we hope to encourage as many people as possible to recognize the healthy role eggs can play in human diets and how it can make a huge difference in the lives of people throughout the world. We invite our shoppers to learn more about the versatility of eggs and the countless recipes one could make with
eggs through our “388Eggmonium” campaign”, she added.
Adding to the air of excitement, Avenue K will be hosting a series of free workshops and cooking demonstrations at the Ground Floor Atrium for families and kids aged between 4 to 12 years old. Workshops include egg sculpture crafting, egg painting, baking and food decorating as well as recipe sharing and demonstration by culinary art students.
In partnership with Premia, the premium Astaxanthin Eggs brand will be showcasing premium eggs at the Main Entrance with cooking workshops on weekends and daily free premium Astaxanthin Eggs tasting. Throughout the campaign, the premium Astaxanthin eggs are available for purchase.
On 8 September at 10am, Chef Zubir, a renowned chef famous for his TV appearances including Masterchef Malaysia, Young Professional Chef and Akademi 1001 Rasa, also the proud owner of 6 Western Grill Restaurants, will be making a special appeara nce to present some delightful egg-based dishes.
For more details on the events and happenings, as well as other promotions, please visit https://www.avenuek.com.my or log on to:
Facebook : https://www.facebook.com/AvenueKMY
Instagram : @AvenueKMY