The Mall was bought by property investors ICCI, Morgan Stanley Real Estate Fund and managed by retail consultant TCBL Consulting in 2008.
The agency’s creative brief rides on the “Reborn” concept to revitalise the 190,000 square meter seven-storey mall in Sha He Kou in the Central Business District, into a contemporary retail attraction in Dalian.
The agency’s creative brief rides on the “Reborn” concept to revitalise the 190,000 square meter seven-storey mall in Sha He Kou in the Central Business District, into a contemporary retail attraction in Dalian.
The branding exercise includes a new brand identity and signage system, consisting of a combined oval and circle shape with contemporary colours to give a refreshing touch to its original butterfly logo, which is well-known in the city.
Another major overhaul will be the recruiting of new tenants to replace its old ones in the 280-shop mall that better suit its modern positioning.
The agency has created a new leasing ad which is running in in-flight magazines of domestic airlines in China to capture the attention of business travellers.
The new tenants already signed include Nike, adidas, McDonald’s, Zara, Watson’s, Uniqlo, APPLE, among others.
