Brandworks has been tasked by Beijing Guo Rui Investment with creating a new positioning for what has been dubbed the New Sanlitun, to push it as a world-class fashion and entertainment spot to attract luxury retail names. The marketing communications campaign has been awarded to BBDO.
Located in the Chao Yang district, the project will be divided into a north and south site development. The first phase of the marketing initiative will focus on creating an overall brand identity for the development as well as promoting the launch of the north site. Brandworks managing director Stephen Hoo said Sanlitun's communications would hinge on an 'Oasis of Senses' platform, with an amoeba-like logo to reflect the ever-changing fashion, art and culture scene in Beijing.
Dominic Chan, Brandworks' creative director, said the visual identity had been created to accommodate the entire branding strategy. "The logo was formed by different sets of attributes such as the architecture, the human aspect, entertainment and emotional attributes."
