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My place

Reinvigoration

Brand design

Communications

fashion & retail

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

Brand design

Communications

The Upper House

Branding a flagship hotel

Brand design

East, Beijing

Signage system

Brand design

Domain

Business hub

Brand design

Xian

Beijing bar and club

Brand strategy

Brand design

Communications

Swire Hotels

Creating a new luxury hotel group

Communications

EAST BRAND PHOTOGRAPHY

100 images bring brand to life

Brand design

HAGAKI

Contemporary Japanese restaurant

Brand design

Communications

The Opposite House

Communicating a vibrant luxury hotel

Brand design

Feast - Food by EAST

Branding a neighbourhood cafe

Brand design

Sugar

Bar, deck and lounge

Brand design

The Workshop

Branding Beijing's conference centre

our clients

Select a client or project to view our work

Hospitality

A Curious Group of Hotels

City of Dreams

Cowley Manor

EAST Hotels

EAST Beijing

Hotel Icon

Hyde Hotels

Langham Hospitality Group

L'Hotel Paris

Marco Polo Hotels

New World Hospitality

Niccolo Hotels

Rediscovered

Rosewood Hotels and Resorts

Sands Casino & Resorts

Shangri-La Magazine

Swire Hotels

The Opposite House

The Upper House

The Workshop

Restaurants Clubs Bars

Above & Beyond

Bei

Domain

Duddell's

Feast

Green

Hagaki

Le Restaurant Paris

Punk - Beijing

Sugar

Sureno

The Market

Xian

Real Estate

226

Blake's Advisors

Chow Tai Fook

CTF Finance Centre

The Dalat at 1200

Fantasia Holdings

Gammon Construction

Grosvenor Crescent

Karma Lakelands

Nan Fung Group

New World Development

Ocean 3651

Summer Group

Swire Properties

Unitech Group

Winfield

World Resorts

Wharf Holdings

Fashion & Retail

Debenhams

Gee

Givenchy

Hugo Boss

Josephine Home

LVMH

Moss Bros Group

Ozwald Boateng

Pacific Place

Products & Services

Essenza Style

KEF Blade

KEF Connects

KEF LS50

KEF R-Series

KEF The Fifty

KEF The Reference

KEF X300

KEF E-Series

KEF M-Series

Ozwald Boateng Fragrance

RDA Organic

Finance & Institutions

Advent International

American Express

Argentum Consulting

Casa Dei Bambini

CIS Hangzhou

CIS Hong Kong

Coutts World Card

Habour Business Forum

Hong Kong Government

Made in Africa Foundation

Mirae Asset

Tiger Cub Funds

Others

10 Design

Aedas

RMJM

South China Morning Post

Strata

SCMP Style Magazine

Urban Rock

our world

Global projects from
two timezones.

Hong Kong

13F Fung Lok Commercial Building
163 Wing Lok Street
Sheung Wan
Hong Kong
Tel +852 2850 6262
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London

25 Chelsham Road
London SW4 6NR
United Kingdom
Tel +44 207 622 5788
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