Industrial heritage with a bright future
Located within Shougang Park, Chang’an Mills is part of one of the world’s largest urban regeneration projects. At the centre of Beijing’s historic former steel factory, this mixed use development of over 165,000 sq m is jointly helmed by Tishman Speyer. A project with the vision to create a spark for growth energized by Beijing 2022 Winter Olympic Games.
- Brand Strategy
- Brand Identity
- Experience Center
The impressive Big Air Shougang is located adjacent to the project and provides an exciting backdrop to the office spaces within the park. Drawing on the unique industrial heritage and project’s creative vision for the future of work and leisure in the capital, we developed a powerful place brand identity and a bold energetic suite of marketing collateral to place Chang’an Mills as a vibrant new landmark for the capital.
An identity with spark
Taking inspiration from reclaimed industrial features on the site we created an identity system that is bold, modern and flexible. In line with the authentic, creative and proud spirit of the brand, we commissioned architectural and lifestyle illustrators to capture the distinctive character of the place and enrich a visual look like no other for the marketing materials.
The identity was further brought to life across a show suite, interactive model and brand film, capturing the unique spirit of this exciting place.
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