Shoe Show at Cineleisure

THERE is only one word to describe the 51 pairs of shoes on display on the ground floor of Cineleisure in Mutiara Damansara, Petaling Jaya — “impressive”. For, the artistic skills and patriotism of the contestants who are vy­ing for the votes of shoppers at the mall this month are not to be scoffed at.

Look what came in the post: Keats of Cineleisure showing the work of a contestant who has found a novel way to display his stamp collection.

According to Cineleisure advertising and promotion manager Eliza Kow, 31, the unique shoe customising competition was held on Aug 2, during a seven-hour workshop at which 70 young designers gave a live demonstration of their shoe ideals. Judges then whittled the 70 pairs of shoes to 51 based on creativity, workmanship, level of difficulty, adherence to the Merdeka theme and overall impression.

“Did you know that one contestant actually got us all worked up when we found out that he was cutting up his brother’s stamp collection for his work? It was only after he assured us that his brother had given him his consent that we all heaved a sigh of relief,” Kow recalled of the event.

Toothy front: Shoes with wide grins to remind one of a toothpaste ad.

Nevertheless, Kow and her team of equally young and energetic colleagues would affirm that the shoe customising competition had been a fun way for young artists to showcase their creative skills.

“When we mooted the idea to the top management, they had no idea what shoe customisation was all about and we had to explain everything in detail to them. Still, we are glad that so many young artists came forward to take part,” beamed Kow.

The decision to choose Pallas to sponsor the footwear was a natural choice, according to advertising and promotions executive Joanne Soong, 24.

“The canvas material was an ideal base for painting and furthermore, Pallas was celebrating its 50th anniversary, which was in line with our 51st Merdeka Day celebration,” Soong said, explaining the reason behind this shoe art event.

But, whatever it is, Kow maintains that it has always been Cineleisure’s policy to engage the youth in such activities to encourage their personal growth.

How do you like them?" (From left) Kym, Joanne, Lauren and Eliza from Cineleisure donning some of the contestants' creations for a bit of fun.

“If you notice, young people are very creative and they love to share ideas. Providing an avenue for them to express themselves will eventually train them to be good entrepreneurs in the future, due to the fact that they are able to experience how to research, organise, adapt and interact with different levels of people from a young age,” Kow pointed out.

Far from the aged perception that malls are merely hangout places, Kow pointed out, organising such youth-related activities would open up their mindset and provide them an avenue to focus on their goals.

Eye-catching: Young shopper Adleen Adriana Azrail admiring a creation with colourful buttons.

This is the second time the shoe customising contest has been held at the mall, in addition to events involving a multitude of other new genres of art forms, like graffiti, T-shirt designing and break dancing, since its inception in 2005.

Meanwhile, the names of the contestants in the shoe show have been withheld to ensure fairness is maintained in the judging and voting process. To vote for their favourite customised shoe, shoppers have to spend at least RM51 on a single receipt at any outlet in Cineleisure. Prizes will be awarded to shoppers whose top three choices match the final decision of the judges’ results. For enquiries, call 03-7725 0277 or e-mail customer_service@cathayholdings.com.my. The closing date is Aug 29.