The comprehensive development will comprise of a premium shopping centre, a Swire boutique hotel with about 100 guest rooms, serviced apartments and an office tower. The project will be jointly developed by Swire Properties and Sino-Ocean Land.
McCann Shanghai has been commissioned to provide branding consultancy to the shopping centre portion. It is the first business win in Chengdu for McCann Shanghai, whose initial task will be focusing on the brand positioning and launch strategy.
“Needless to say Chengdu is a critical and fast-booming city in Western China. Chengduers have their own unique personalities – carefree by nature but with an appetite for world-class urbanisation.’ says Carol Lam (pictured), chief creative officer and MD of the agency.
“Therefore this new Swire Properties and Sino-Ocean Land destination is highly anticipated by Chengduers. Branding and launching this new downtown fashion and lifestyle retail project will be fascinating.’
Swire Properties Limited and Sino-Ocean Land successfully acquired the site for commercial mixed-use development in Chengdu at a price of US$308 million last December.
The site is located at the heart of Chengdu in Jinjiang District, adjoining the Chunxi Road and Hongxing Road shopping areas, with a total site area of 70,779sqm. The project will be conveniently accessible from the future subway interchange station of Lines 2 and 3.
Reported recently, Swire Properties has also named McCann Erickson Shanghai its branding and promotion agency-of-record for its Sanlitun Village in Beijing.
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