FT PR manager Alice Owen told PRWeek that the cover up, which began last week, follows on from FT 'wrapped' TV commercials earlier this year, which featured boots, a camera and a TV parcelled in the pages of the City bible.
The idea came from Media-edge: cia HK and was marketed by Doremus Hong Kong, while BrandWrap marshalled the army of spidermen pulling together the nine kilometres of rope and 400 metre drape for the north and east sides of the building. The stunt runs for another week.
What the FT hacks and employees of other firms in the 50 floors think of the pink-enveloped phallic monstrosity is anybody's guess.
But Owen insists that, from the inside at least, their view over Hong Kong remains undiminished. 'I think it was made of a gauzey -type material so they could still see out,' she said.