The mall, which has a focus on fashion and beauty services, positions itself as a stylish but chic shopping place for young women. The launch campaign focuses on the four main areas that the new mall is offering—shopping, beauty, dinning and culture—and aims to build awareness of the brand and its positioning.
The launch ads are covering the Causeway Bay MTR station, tram bodies, front-page positions in free newspapers and prime position in popular newspaers today, supported by online ads in she.com and Facebook.
Nicola Sher, planning supervisor of Maxus, said Hysan Place is not a “me-too” shopping mall but a mall for upgrading shoppers’ taste of living. The location offers a lot of firsts for Hong Kong consumers, including Taiwanese bookstore Elite Bookstore, Double Standard Clothing from Japan, a beauty services floor called Garden of Eden and Kitchen 11, a food court featuring gourmet choices and interior design by a wooloo mooloo appointed designer.
Redeveloped on the site of the former Hennessy Centre at 500 Hennessy Road, the 40-storey mixed-use tower provides full sea-view office space and 17 floors of retail.
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