When designing a brochure for a brand new lifestyle mall development in Shanghai, our plan to deliver a safe concept based on past experiences with property clients turned out to be the wrong call - we got ripped for not being creative enough.
On the bright side, a client who values good creative is a gift, one that encouraged us to go back to the drawing board and rethink the issue. In the end we decided to go big. This unknown mall didn't need a brochure - it needed to make noise.
Lane 189 is a boutique mall positioned as a jewel case for art and innovative experiences. In a city teeming with shiny new luxury brand malls, 189 seeks to distinguish itself by rekindling the nostalgic allure of Old Shanghai - a seduction of old and new, where east tangoes with west.
A limited series of unconventional brochures were designed to generate PR buzz and engage the user in a flavourful or visual experience. Eschewing the standard flip-thru brochure, we teased a more dynamic preview to a select few - an opportunity to taste the offerings or experience the space visually in 3D.
In addition to the launch strategy, I also developed the logo design, naming and visual identity system, and produced various collaterals ranging from key visuals and environmental graphics to brochures and tablet apps.
