Flagship retail development launches with brand innovation

Business objectivesElevate customer experience, Increase sales, Shape perceptions
Swire Properties

Build a sense of community and attract shoppers

Swire Properties is one of Hong Kong’s most respected property developers. Working within a wider team of brand builders, Stepworks helped develop the brand identity for their unique open plan retail precinct in Beijing – The Village at Sanlitun.

The task was to visually express the brand DNA of the property. This required a brand identity conveying the locale’s vibrant artistic feel, that was also reproducible in a consistent disciplined way.

The solution was a pioneering liquid brand identity that gave brand building teams more flexibility and choice. The popularity of liquid branding has grown since, and successfully applied to many products and services. 

Value created

Successful launch – With its fashion forward branding and surprise-around-every-corner architecture, the development was an instant hit with shoppers and supported the property group’s efforts in attracting the right mix of tenants.

Elegant solution – The pioneering liquid branding approach to the design produced the desired effect of controlled spontaneity that accommodated surprise.

Premium positioning – Attracted by the location and innovative approach, The Village quickly secured prestigious anchor tenants.

The guidelines revealed how to create the organised chaos mandated by the brand DNA

Colourful quirky images and on-trend photography was selected to comply with guidelines developed for the project
Digital animation amplified the idea of consistent enjoyable surprises for shoppers

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