Parkview Green is Beijing’s most popular luxury, lifestyle destination, combining integrated shopping mall, offices and hotel, with its own art museum and one of the largest private collections of contemporary art in China. We were an integral part of the launch and marketing team, and led the design, development and ongoing evolution of the brand and communications for 7 years…
In a highly competitive buyer’s market with dozens of malls vying for the attention of the same target audience, often in the same parts of the city, we created a distinct positioning for the brand that played to the strength of Parkview Green’s unique features, particularly the strength of its personality…
While everyone else led with common-or-garden promotional product strategies, we made the extraordinary building the hero of its stories, and won the hearts and minds of the well-heeled public who voted with their well-shod shoes, doubling footfall and building the destination's reputation as everyone’s favourite mall.
We created a thriving brand ecosystem…
We designed and developed the launch website,
and refreshed it a few years later as the offer evolved;
we created an app, and upgraded the U/X
when better retail tech became available;
we created a ground-breaking lifestyle magazine,
and suite of engaging print publications;
we drove dozens of creative campaigns;
we launched the social media platform
and grew the community;
we curated unexpected in-mall experiences.
We signed off with an evolution of the brand and visual identity and handed off to the newly expanded in-house marketing team. Thank you PVG, it was