Grey fought off a number of agencies, including BBDO, in the lengthy
tender process which the semi-Government corporation is required to call
before it awards supplier contracts. The assignment involves naming,
brand positioning, strategy, identity development and above-the-line
communications for the mall, which will have about 80,000 square feet of
retail space when it opens in 2004, according to Grey's managing
director Andrew Lee.
"The mall will represent a breakthrough from the perspective of its
architecture and philosophy; it will be very different from other malls
in Hong Kong,
Lee added.
Billings are still being worked out since the project's opening is at least two years away.
Located in the MTR's Kowloon Station, the mall is being constructed as part of a new urban centre called Union Square. The 13.5 hectare site will encompass commercial and residential development, including 18 residential towers and a 102-storey office/hotel development. Development will be completed by 2007.
