McCann Erickson Shanghai wins Swire Properties’ Sanlitun Village

It is believed that Swire Properties has consolidated its business with several incumbent agencies to McCann Erickson. The retainer assignment is effective immediately.

Sanlitun Village opened three years ago in the heart of Beijing. It is marketed as a retail destination with an emphasis on fashion, lifestyle, dining and entertainment.

This marks the agency's first lifestyle property client. Other clients in the lifestyle and fashion industry include L’Oreal Paris, Maybelline and Bank of Communication’s credit card, which the agency won earlier this year.

Carol Lam, the agency’s chief creative officer and MD, commented that the agency has been presented with an intriguing challenge. “The Village has in the relatively short period since opening attained the category status with all the right credentials for a fashion and lifestyle destination."

The agency has been tasked with strengthening and consolidating this lead position in downtown Beijing.

Taking inspiration from the architectural features of renowned hutongs and courtyard communities of Beijing, the open-plan buildings of Sanlitun Village provide unique retail spaces to China's first Apple flagship store, Adidas' global brand center as well as flagship stores of Balenciaga, Balmain and Comme des Garcons.