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My place
Reinvigoration
Pacific Place
Relaunching the iconic mall
My Place
By 2010 Hong Kong's best known premium shopping destination was showing its age and facing serious competition. Owners Swire Properties commissioned Thomas Heatherwick to modernise the eighties building (which includes serviced apartments and offices) throughout as part of an overall HK$1.5 billion investment.
Yang Rutherford were brought in to relaunch the refreshed brand and challenged to devise an adaptable advertising platform that would attract younger shoppers without alienating the brand-loyal generation. Much like Heatherwick's soft and understated aesthetics, our 'My Place' campaign is fashionable but not 'edgily' so. It's chic - yet full of life. It has an exclusive feel, while being thoroughly warm and friendly.
Proving highly adaptable, the 'My Place' platform has been extended to include the mall's magazine title, numerous thematic and tactical campaigns as well as major festivals such as Christmas (Santa's Place).
Scope
Brand Re-positioning
Brand Platform
Thematic Advertising
Christmas Advertising
Serviced Apartment Advertising
Art Direction
Photography
Direct Marketing
Marketing Collateral
our clients
Select a client or project to view our work
Hospitality
A Curious Group of Hotels
City of Dreams
EAST Hong Kong
Sands Casino & Resorts
Shangri-La Magazine
Restaurants & Bars
Bei
Green
Le Restaurant Paris
Punk - Beijing
Sureno
The Market
Real Estate
Blake's Advisors
BLV Realty Organisation Inc
Chow Tai Fook
CTF Guanghzou
Fantasia Holdings
Gammon Construction
Nan Fung Group
New World Development
Summer Group
Swire Properties
Unitech Group
World Resorts
Fashion & Retail
Debenhams
Gee
Hugo Boss
LVMH
Moss Bros Group
Products & Services
KEF The Fifty
KEF X300
Finance & Institutions
Advent International
American Express
Argentum Consulting
Casa Dei Bambini
Habour Business Forum
Hong Kong Government
Made in Africa Foundation
Mirae Asset
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