Eight Unveils 18 Cross in Singapore for PAG

New destination brand redefines work-life blueprint in downtown CBD

Hong Kong & Singapore, 4 March 2025 - Leading global branding and design firm, Eight Partnership, announced today the brand identity for 18 Cross, the newly repositioned PAG-backed business and lifestyle development in downtown Singapore.

Located at the past-meets-present junction of Cross Street and South Bridge Street, and leveraging the vibrant energy of the neighbouring Chinatown, the 37,000-square-metre mixed-use complex acquired by the investment group in 2022 for SGD810M, elegantly blends modern office spaces with vibrant entertainment and retail offerings. Conceptualised by Eight, the name 18 Cross symbolises a bridge between the neighbourhood’s rich cultural heritage and its progressive evolution.

Eight’s brand launch positions 18 Cross as “The Most Vibrant Place to Work in the CBD”. This strategy articulates a user-centric narrative that seamlessly integrates business and leisure, heralding a transformative new lifestyle within the district. The holistic brand identity includes naming, visual design, a signature brand pattern, and applications that extend across digital platforms, hoarding installations, and other on-site activations, all aimed at delivering distinct, multi-faceted user experiences. 

“The workplaces of today must meet the evolving demands of metropolitan lifestyles,” explains Chris Fjelddahl, Partner at Eight Partnership. “Collaborating with PAG on 18 Cross was an exciting opportunity to realise their vision for a transformative urban destination. Together, we’ve crafted a brand that integrates connectivity, culture, and contemporary workspaces, redefining the possibilities of a modern CBD.”

At the heart of 18 Cross are its cultural highlights, including ‘The Lanes,’ a curated series of retail shophouses, and vibrant communal spaces fostering both social and professional interaction. The signature brand pattern, inspired by the concept of connection, reinforces the project’s vision of harmonising diverse communities within a single dynamic destination.

About PAG

Initially founded as the Pacific Alliance Group, PAG has evolved into a unified multi-strategy platform with 15 offices worldwide, managing assets exceeding USD 55 billion for more than 300 global institutions. With nearly three decades of international experience, PAG stands as the largest diversified alternative investment firm in the Asia Pacific region. While its portfolio spans a wide range of investments and asset classes, the firm is best known for its expertise in private equity, credit and markets, real assets, and structured minority investments. 

https://www.pag.com/en/

Eight Unveils Brand for New Waterfront Icon

One Causeway Bay heralds the future of the workplace

Hong Kong, 27 June 2024 - Leading global branding and design firm, Eight Partnership, announced today the brand identity for One Causeway Bay, a modern Grade A office building set to become a new generation workplace destination in the key-business district of Causeway Bay.   

Beautifully located along Hong Kong’s Victoria Harbour, in one of the city’s most vibrant districts, the site holds legendary local status, first as Hong Kong’s famed “Lot No.1”, and second as the home to the iconic Excelsior Hotel for over 40 years. This celebrated address now continues its legacy with One Causeway Bay, designed and built with occupier wellbeing at its core, reinvented into the workplace of the future.

Eight has positioned One Causeway Bay as “A New Waterfront Icon”, celebrating its premier waterfront location with a sophisticated navy blue colour palette that mirrors the building’s surroundings. The minimalist logo, inspired by the façade’s design, underscores the project’s commitment to elegance and distinction. Eight’s scope of work includes developing a comprehensive visual identity, website, brochure, and an immersive show suite that showcases the quality and unique features of One Causeway Bay.

“One Causeway Bay is one of the most significant additions to the city’s skyline in years”, says Bjorn Fjelddahl, Partner at Eight Partnership. “It marks a new era in the district's commercial landscape, bringing to life the owners’ vision of a workplace for modern tenants: high-performance but also comfortable, social, and sustainable.”

With a signature silhouette by renowned architectural firms Kohn Pederson Fox and Ronald Lu & Partners, One Causeway Bay features a façade inspired by the harbour’s gentle waves, creating a backdrop that harmonises with Hong Kong’s scenic waterfront. The LEED Platinum-certified building integrates cutting-edge technology to enhance operational efficiency and occupant comfort at every level, offering a range of amenities tailored to the needs of today’s workforce. 

About One Causeway Bay

One Causeway Bay is a modern commercial development located in Causeway Bay by owner and project developer, Mandarin Oriental, and asset manager, Hongkong Land. The project comprises 31 floors with approximately 550,000 square feet of combined retail and office space. Four floors of modern retail space and the 35th floor are designed to support a diverse range of experiences for tenants and visitors, including shopping, services, and dining.

The Works 30th anniversary edition from Eight

Celebrating another year of shaping brand experiences across borders and industries 

Hong Kong, 8 February, 2024 – Eight Partnership presents The Works 2023, a printed retrospective of projects undertaken in the past year. Covering hospitality and commercial real estate to urban residences and luxury retail, the annual anthology showcases the company’s expertise in crafting immersive brand experiences using storytelling, visual identity, interior design, and spatial activation. 

“2023 marks our third decade of bringing brands to life, in myriad ways,” says Chris Fjelddahl, Partner. Throughout the past year, we’ve had the pleasure of leading large-scale neighbourhood revitalisation projects in Shibuya Tokyo, imbuing a boutique hospitality concept with a distinctive character in Bali, and creating a free-spirited brand identity to express the intricate world of an artistic visionary in Paris.”

Recent work in Japan, Indonesia, and Singapore have buttressed Eight’s position in these rapidly expanding markets, courtesy of a growing list of high-profile clients that include Hilton, Hyatt, Lenovo, New World, Tishman Speyer, Tokyu, Mori Building, Wharf, and others.  

“Whether it is an office building, a mixed-use mall, or whole districts, we are committed to helping our clients carve out their well-designed niche, and get users excited about it,” says Bjorn Fjelddahl, Partner. “We look forward to pushing ourselves to constantly redefine how to frame and elevate the physical world we live in, and to work with companies and people that challenge and inspire us.” 

Get in touch with us at partner@eightpartnership.com to get your copy of The Works 2023.

Eight unveils new luxury hotel brand in Bali

Hilton’s first LXR Collection property in Southeast Asia combines wellbeing, culture and community

Hong Kong, 19 December, 2023 – Eight unveiled their work for Umana Bali, a luxury tropical getaway at the island’s southernmost tip at Ungasan. Anchored by a brand positioning inspired by Bali’s ancient philosophy of wellbeing, Tri Hita Karana, and its three core pillars of Nature, People, and Spirituality, the guest experience is meaningful, holistic, and bespoke. A brand transformation project three years in the making, Eight worked closely with Hilton and owner PT Surya Semesta Internusa Tbk to develop the narrative of a contemporary sanctuary that captures the essence of Bali's rich cultural heritage while offering an indulgent and memorable escape to modern luxury travellers. 

Imagining a contemporary expression of time-honoured Balinese traditions, Eight has woven a narrative for the 72-villa haven that promotes harmony between gods, humans, and nature as a foundation of wellbeing and peace, and an ethos delivering moments far beyond the typical resort destination. Authenticity and respect for the community underscores the overall experience, from the interior design and partnerships with local artisans to wellness and adventure offerings. 

The name and visual identity draws from the beauty of the resort’s surroundings, using natural and soothing colours like moss and terracotta. Umana is a play on the Balinese word “uma”, meaning “rice paddy”, expressed in an organic and free-flowing typeface reminiscent of the cascading terraces of Bali. As part of Hilton’s LXR Hotels & Resorts, the clifftop resort boasts bespoke service and one-of-a-kind experiences that highlights the connection with the land on which Umana luxuriates. 

In addition to the overarching brand identity, Eight has also created a system for Umana's amenities and crafted unique visual identities for specialty restaurants Oliverra and Commune as well as the Pad Pool Bar and Mer Lounge within the resort. Slated to launch in April 2024 and blending Miami-inspired design influences with fresh Peruvian flavours, the surfside Uma Beach Club is the ultimate beach retreat set against the backdrop of Melasti Beach's clear turquoise waters and soaring limestone cliffs. 

“Umana Bali embodies the spirit of Bali with a contemporary hospitality offering rooted in local culture and guided by a profound respect for the local community,” said Bjorn Fjelddahl, Partner, Eight. “It was great to be part of such a talented team in creating a luxury hotel brand combining wellbeing, culture and a deep sense of place.”

Eight brands Japan’s Longest Zipline in Hanazono, Niseko

Hanazono Zipflight creates an extraordinary new summer attraction for Hanazono

Hong Kong, 5 September, 2023 - Hanazono Zipflight, boasting Japan's longest zipline, the Mach 3, is now officially open and ready to provide adrenaline-pumping excitement for adults and children. Eight Partnership developed its striking logo and name to capture the thrill of the zipline experience.

Presenting spectacular views of the majestic Mt. Yotei, Hanazono Zipflight features three highspeed zipline runs with a combined length of 2,591 meters, equivalent to over 21 soccer fields. The flagship zipline, Mach 3, stretches more than 1,700 meters, earning it the title of Japan's longest zipline and is one of the fastest, with riders reaching speeds of over 110 km/h.

The Hanazono Zipflight logo showcases a diamond shape inspired by ski slope markers (e.g. green, blue, black diamond), encapsulating the spirit of adventure. Inside the diamond, two figures represent a thrilling experience that can be shared between riders. The dynamic slash in the word "flight" symbolises the thrill of high-speed flight.

Hanazono Zipflight is a bold and memorable name combining "zip" from zipline and "flight". The zipline runs, named Mach 1, Mach 2, and Mach 3, reference the speed of sound.

“We’re pleased to have developed a name and logo for Hanazono Zipflight that embodies the authentic energy and excitement of throwing yourself down a mountainside on a zipline,” said Chris Fjelddahl, Partner, Eight. “The Hanazono Zipflight logo sets it apart from similar experiences in the region and the world, creating a new all-seasons attraction for Hanazono.”

Eight Showcases ‘Solitaire on Cecil’ in Singapore

Redefining the workspace as a jewel for a lasting legacy

Hong Kong, 22 August, 2023 – TE Capital has launched Solitaire on Cecil, a world-class office development standing at 148 Cecil Street in Singapore. Developed by Eight, the brand strategy drew inspiration from the property's rare freehold investment opportunities and targets high-end buyers such as family offices and hedge funds looking for well-located prestige facilities. It equates owning space in the building with owning an exceptional jewel, a chance to leave a lasting legacy that few will experience.

Solitaire on Cecil is a 127m-tall, 20-storey Grade A freehold commercial development with a GFA of over 190,000 sqft. Its strategic location straddles Singapore’s thriving CBD and a vibrant heritage precinct, placing it at the heart of an area poised for further rejuvenation. Through attention to detail, timeless designs, an emphasis on quality, and easy access to the energy and lifestyle of the city outside, it creates a more welcoming environment for tenants. Eight’s scope included naming, visual identity, space design concept, and the sales brochure.

The property’s name, Solitaire on Cecil, is a reference both to the “Blue Diamond” building concept by DP Architects, and a nod to the prestigious and everlasting attributes of diamonds. The logo builds on this with subtle diamonds topping each ‘I’ and evokes the permanence of ownership by transforming the ’S’ of Solitaire into an infinity symbol. Its warm colours create a sense of curated exclusivity and elevated living.

Solitaire on Cecil thrives on contrasts, heritage and modern sophistication, business and leisure, day and night. This is exemplified by its duality. On the Stanley Street side, it draws inspiration from iconic shophouses reinterpreted with modern consideration and expression, while on the Cecil Street side, its materiality and design are derived from modern business environments. Connecting the two streets is a 9-metre-tall through-block link offering direct access to a wide range of F&B and lifestyle options.

Workplaces in the property are set on a regular floor plate of 13,000 sqft, allowing for efficient subdivision for various owners. Tenants gain access to the 27,000 sqft of wellness and collaborative spaces, including the Solitaire Wellness Club, which offers an array of amenities from chill-out lawns to movie screenings, a parkour gym, and more, supporting idea generation and opportunities for serendipitous interactions. The property has obtained the prestigious Greenmark Platinum Award, which is widely recognised as one of the highest accolades in the Greenmark certification.

“In today’s competitive real estate market, the importance of creating a strong brand experience cannot be underestimated,” said Emilia Teo, Managing Director, TE Capital Partners. “We are thrilled to have collaborated on this project with Eight Partnership, an agency that shares our vision and understands how to create a consistent brand from logos to real-world spaces.”

“This unique project is our first with the team at TE Capital, and also one of the first in a planned redevelopment of the CBD area,” said Chris Fjelddahl, Partner, Eight Partnership. “It is an exciting opportunity to not only create an inspiring new property but to set the standard for others to follow.

Eight Expands ‘Visioning’ Solutions For Clients

Rising demand for brand-centred project planning drives new offering

Hong Kong, 21 April, 2023 - Leading global branding and design firm, Eight Partnership, today announced the expansion of its services to include "Visioning" for early-stage, unrealised real estate projects. The firm's new offering provides clients with a comprehensive toolbox to help them create a clear and compelling vision for their projects, enabling them to attract investors and capture the most valuable tenants.

"We have been helping clients, both developers and major investors, create clear and compelling visions for their important projects for the past 10 years or so," said Chris Fjelddahl, Partner of Eight. “It was time for us to normalise the methodology and roll out the capability more broadly. Our team has worked on some of the most iconic projects in the world, including the ongoing Shibuya Upper West project in Tokyo designed by Norwegian architects Snøhetta and featuring a recently-announced luxury offering from Swire Hotels, their very first project in Japan. We are confident that this new service will help clients bring their projects to life faster, better and more profitably.”

The service is designed to help clients articulate a detailed vision of the future, including the design, branding, and visitor/tenant experience. The process explores potential challenges and opportunities, allowing clients to make better-informed decisions about their investments.

The visioning process begins with a detailed analysis of the client's goals and objectives, and the untapped opportunities surrounding the site or asset. Eight’s team works closely with the client to understand their vision and develop a customised plan to help them achieve their goals. The team then conducts research to understand best practices and trends in the industry, and ideation to identify potential challenges and the most valuable opportunities.

Once the research and analysis are complete, Eight’s team develops a comprehensive creative vision for the project - including imagery (sample attached). This includes a visual narrative for the design, branding, and tenant experience, as well as a detailed plan that outlines optimal business impact. The team also provides ongoing support to the client throughout the implementation process, ensuring that the vision is executed successfully.

"The visioning process is a critical component of any successful project," said Fjelddahl. "We are excited to offer our clients a comprehensive solution that will help them achieve their qualitative and financial goals and create a compelling vision for their projects."

New Japan Baseball Park Shows Placemaking by Eight

Hokkaido Nippon-Ham Fighters' stadium creates baseball and leisure community

Hong Kong, 6 April, 2023 – The Nippon Ham Fighters, a professional baseball team based in Hokkaido, Japan, has inaugurated their new ballpark, ES CON FIELD HOKKAIDO. Building on Eight’s destination brand strategy, ES CON FIELD aims to create a “sports community” around the stadium that engages partners, fans, and the community around baseball, nature, and wellbeing.

A ballpark is not only a stadium for sports. It includes restaurants, hotels, entertainment venues, public spaces, and the community. Eight positioned the ballpark as a 365-day-a-year getaway from the everyday. Where people can enjoy the thrill of live sports, the energy of physical activity, the excitement of learning new things, and the satisfaction of being together in a place that has been blended seamlessly into the natural surroundings.

All of these elements come together at the Hokkaido Ballpark F Village, a planned development surrounding ES CON FIELD that encompasses a museum, hotels, a high street, residences, natural escapes, retail, children’s education, leisure activities, and an agricultural edutainment facility.

“We wanted to create a stadium that could be enjoyed by more people than just baseball fans,” said Ken Maezawa, General Manager of Fighters Sports & Entertainment. “By doing so, we believe we can help rejuvenate the area and create an exciting new destination that visitors and residents will enjoy.

“When developing large-scale placemaking projects such as the Hokkaido Ballpark, it is important to unify all parties with a compelling brand strategy,” said Chris Fjelddahl, Partner, Eight Partnership. “We are pleased to see our community-oriented strategy come to life at ES CON FIELD.

ES CON FIELD is a joint effort between the Fighters, NH Foods, and Dentsu Inc. The stadium, designed by HKS Architects and Obayashi Corporation features a spectacular retracting roof, only the second in Japan. It has a building area of approximately 50,000 sqm and a capacity of approximately 35,000 people. It stands within the 32-hectare F Village.

Somewhere Launches Maiden Destination in Lombok

Eight helps create beach-chic yet mindful hospitality brand

Hong Kong, 7 March, 2023 – Somewhere Lombok, a new hospitality brand for modern travellers developed by Eight Partnership, has opened boasting independent villas featuring private plunge pools and spectacular views over the little-known reef break of Are Guling in southern Lombok, Indonesia.

Somewhere is the brainchild of sisters Valia and Claire Gontard. Drawing inspiration from their Indonesian roots and their passion for design, authentic experiences, travel, and surfing, the duo created a resort that showcases Lombok as a place where people live, not as a place where tourists simply bring their own culture with them.

Developed by Eight, the Somewhere brand and visual identity were designed to create a sense of mystery and romance of travel, promising hidden gems that are yet to be discovered. Eight also worked closely with the sisters on architecture and interior design with the objective of delivering a consistent and holistic hospitality experience. 

Carefully set into the steep terrain to avoid obstructing the views, each of the villa is hand built from local materials, including wood and stone, in a modern, straight-lined and geometrical style. Inside, the spaces are inspiring, comfortable and private. Yet they retain a strong connection to the area through materials and art sourced from local craftspeople, small suppliers, and artisanal businesses. The heart of Somewhere is its blended lounge, restaurant, infinity pool and patio lawn with uninterrupted bay views bringing the ocean from outside in.

“We made Somewhere for people who share similar values - keeping life simple, enjoying the small things, living in the water,” said Valia Gontard, Co-Founder, Somewhere Resorts. “We are very pleased with Eight’s support and the results speak for themselves. Somewhere feels very relaxed. It’s simple, minimalistic, not overcrowded. Everything is there for a reason”.

“Working with Claire and Valia on this resort project has been a pleasure,” said Bjorn Fjelddahl, Partner, Eight Partnership. “They had a clear vision not only for the resort, but for the good they planned to do for the environment and the local community, and it has been thrilling to be a part of their journey so far”.

Through community projects run by Somewhere, the Gontard sisters hope to offer the island’s inhabitants opportunities for growth that they previously would not have had.

Somewhere is a part of Design Hotels, a platform of independent, design-driven hotels located in captivating places around the world.

About Somewhere

Somewhere Lombok is a beach-chic resort located close to the world-class waves of Are Guling on the island of Lombok in Indonesia. It has been designed with a single-minded focus on nature, wellbeing, sustainability and community. Somewhere is operated in partnership with Eco Mantra to provide modern comforts and hospitality while minimising the impact on its surroundings. 

www.somewherelombok.com

Eight and Wellwood’s “Øst” Brand Wins Japan Good Design Award

Øst Residences in Karuizawa, showcases Eight’s architectural and interior concept designs

Hong Kong, 8 February, 2023 – Eight is pleased to share that Øst Residences, a luxurious new residential development for which Eight created the brand and architecture concepts, has won Japan’s prestigious Good Design Award. The project was developed by Wellwood in the country escape for Tokyo’s elite, Karuizawa, a forested resort town a little over an hour by bullet train away from downtown Tokyo.

“All our projects start with defining a core story that appeals to a clearly defined target market, which we call the brand’s DNA. From there, our designers and creatives work to shape the physical experiences that users will enjoy, including spaces and moments,” says Chris Fjelddahl, Partner, Eight Partnership. “Øst Residences’ win of the Good Design Award speaks to the strength of our brand-led space design ethos and our ability to evoke a sense of connection to the brand.”

Øst Residences is inspired by the ‘silent design’ of Scandinavia and the ‘komorebi’ style of Japan. Building on the brand strategy of “The Land Between,” the place you can escape to, Eight made the design concept, carving out clean lines of dark and light timbers to exude elevated sophistication that matches the surroundings. Emphasising the light and shadow concept is an arrival created with natural oak pillars and glass that bring the nature outside to the inside. The colour palette was also chosen to convey Øst’s immersion in nature. 

Koshiro Hiroi, the founder of Øst Development, says “Inspired by Karuizawa’s beautiful natural surroundings and its lifestyle, we were aiming to create a new brand residence based on the value of exclusive, contemporary, and crafted.  I am very pleased that the Øst’s design concept and philosophy were highly evaluated and obtain Good Design Award. I really appreciate that Eight and Wellwood created the brand/design concept, and Wellwood led the project making it tangible. I believe that Øst will gain universal acceptance. “

“Karuizawa’s local design codes are quite restrictive, including for features such as the slope angles of roofs,” continued Fjelddahl. “We worked hard with Wellwood to deliver those razor-thin roof edges and create interior journeys where moments of nature would be thoughtfully framed in a way that inspires owners and visitors.”

Øst Residences stands on a 15,000 sqm plot and comprises 33 luxury condominiums. 15 different condo types were designed, ranging in size from 80 sqm to 192 sqm, some with private gardens ranging in size from 21 sqm to 202 sqm. All residents have exclusive access to the Øst Residence clubhouse, which offers a Chef’s Kitchen and Library Lounge designed by interior designer Koichiro Ikebuchi, as well as a garden terrace with an open-air barbecue and a meeting room. 

Beyond the design acclaim, Øst has been a commercial success, selling out within months of launch and setting new price records in the area.

About Wellwood

Wellwood Limited was established in 2015 as a boutique real estate firm in Japan specializing in inbound and outbound investments, development, regional revitalization, and M&A. Wellwood provides customized solutions and planning advisory for investors in Asia and Europe. With a solid foothold in Japanese real estate across various property sectors, Wellwood has been working on luxury residential and hospitality developments in Tokyo and the redevelopment of regional gateway cities.

https://wellwood.jp/

About ØST Development

ØST Development offers rich and elevated lifestyles, based on the values of exclusive, contemporary, and crafted. This new concept of high-caliber residential development was launched with ØST Residence in Karuizawa. ØST will be expanded in order to create the value in cities and enrich people’s lifestyle. 

Eight appoints global creative leader

Pierre Descoins joins as Partner & Executive Creative Director

Hong Kong, 18 January, 2023 – Eight Partnership, the award-winning global branding and design firm, announced today that Pierre Descoins has joined the firm as Partner and Executive Creative Director. He was most recently Principal and Global Head for the branding arm of hospitality design firm Hirsch Bedner Associates, operating across their 24 offices around the world. 

Pierre is an accomplished creative director with international pedigree and over 20 years experience shaping creative strategies for world-renowned brands including IHG, Capitaland, Fosun, West Kowloon Cultural District, and more. He brings a research-driven approach to creating, defining, and growing brands that are rooted, focused, and future-proofed in competitive upscale, luxury, and lifestyle real estate and hospitality market segments.

“The energy and ambition of Eight fit with my personal mission to raise the creative bar and build flourishing brands that people love,” said Pierre. “I am excited to join a great team with a track record of innovative work and a reputation for quality."

“Pierre is an insightful creative and a talented leader whose track record shows a remarkable knack for inspiring team members and clients alike,” said Chris Fjelddahl, Partner, Eight Partnership. “He will be instrumental in shaping the future of our studio and the positive change we drive for our clients in our markets.”

Originally from France, Pierre has worked and lived in Asia since 2008, including Hong Kong and Shanghai. He studied Visual Communications, Graphic Design, and Advertising and began his career at elite cultural studios in Paris. He has previously held Greater China roles at global branding firm Landor, and has run his own agency.

Eight celebrates release of iconic brand for The Henderson

Distinctive brand for Hong Kong’s most significant real estate project in 20 years

Hong Kong, 16 December, 2022 – Eight Partnership is thrilled to present the brand for The Henderson, Henderson Land Development Company Limited (Henderson Land)’s showstopping landmark office tower in Central, Hong Kong designed by Zaha Hadid Architects to bring to life the company’s ambition to build a sustainable workplace of the future with global significance.

The Henderson is a GFA 465,000-sqft, 190m-tall, 36-storey super Grade-A office tower with a 5-storey basement. It stands on a ~US$3 billion site, which at the time was the highest price tag in the world per square foot. To unify its brand and communications strategies, Eight created the Brand DNA “Icon Amongst Icons.” This idea highlights The Henderson’s significance in Hong Kong, with a brand narrative placing the building alongside the world’s most recognisable skyscrapers, including Shanghai WTC, Burj Khalifa, Petronas Twin Towers, and 30 St Mary Axe. Eight’s full scope included brand strategy, naming, visual identity, website, and more.

A skyscraper designed with an eye on the future calls for a logo with clarity and confidence. Eight created a stylised wordmark with a futuristic outlook and a distinctive and energetic feel that evokes the potent fusion of art and technology. A combination of minimal and metallic hues in the colour palette further enhances the project’s innovative and technological aesthetic.

A compelling show suite is critical for securing tenants in the early stages of a project. For this space, Eight created a significant content programme, including photorealistic renderings and the conceptualising, storyboarding, and supervising of five films made using state-of-the-art computer imaging. Taken together, these elements give show suite visitors a taste of what is to come.

“We were very much impressed by the overall brand narrative put together by Eight,” said Ms. Kristine Li, Senior Deputy General Manager, Portfolio Leasing Department, Henderson Land. “The brand strategy and the content programme cleanly distil the essence of The Henderson, giving us an identity that aligns with our ambition for the project.”

“It has been a privilege to work alongside the Henderson Land team on this landmark project,” said Chris Fjelddahl, Partner, Eight Partnership. “The Henderson’s powerful mix of technology and human-centricity presented a number of fascinating challenges for us to work through. Everyone at Eight is excited about the results we have achieved.”

The Henderson’s first anchor tenant will be Christie's, a world-leading art and luxury business. Occupying four floors totalling approximately 50,000 sqft, Christie’s office will be its first year-round salesroom and gallery space in Hong Kong. Joining Christie's will be the leading global investment firm Carlyle, which, along with its subsidiaries, will occupy approximately 20,000 sqft of office space at The Henderson.

Eight’s projects win ULI APAC Awards for Excellence

Fari Islands and One Museum Place projects win peer acclaim for quality

Hong Kong, 12 December, 2022 – Eight is thrilled to announce that two of their projects have been named winners in the Urban Land Institute (ULI) Asia Pacific Awards for Excellence: Fari Islands in the Maldives, a multi-island luxury resort complex developed by Singapore’s Pontiac Land Group; and One Museum Place in Shanghai, China, a 1.97 million-square-foot, 60-story prime office tower project by Houston developer Hines.

“We are honoured to see that industry experts have recognised high-quality projects we spent years working on with terrific, quality-minded clients,” said Chris Fjelddahl, Partner, Eight Partnership. “This recognition illustrates the contribution a well-aligned brand story, brand identity and brand communications can have on shining the spotlight on excellent, ambitious real estate projects.”

Fari Islands was awarded for its focus on community, education, and engagement, important themes that were carefully woven into Eight’s work for Pontiac Land. The result is a multi-island escape featuring three luxury private resorts: Ritz-Carlton, Patina, and Capella, designed by star designers Kerry Hill Architects, Marcio Kogan, Kengo Kuma, Andre Fu, WATG, and more. All three properties are anchored around the picturesque Fari Marina Village and its vibrant Beach Club accessible to all guests, encouraging mingling and creating opportunities for new experiences. The Eight designed Brand DNA of “Home of Island Artistry” gave rise to unique art initiatives and artist-in-residence programmes allowing Fari Islands to engage guests with art and craft while establishing a refined world-class holiday ambience.

One Museum Place in Shanghai’s Jing-an district aimed to deliver top-notch workplace environments. Drawing from the Eight crafted Brand DNA of “Perfected for People,” the Gensler designed property puts the needs of tenants first, leading to the creation of a 6-story amenity-retail podium and food and beverage venues geared towards not only meeting daily office needs but also offering vibrant after-work leisure experiences. An extensive outdoor terrace amplifies the people-focused strategy, providing outdoor green space for tenant wellbeing.

The ULI Awards for Excellence program recognises superior development efforts in the private, public, and nonprofit sectors. Winning projects represent the highest standards of achievement in the land use profession. Projects are evaluated on overall excellence, including achievements in marketplace acceptance, design, planning, technology, amenities, economic impact, management, community engagement, innovation, and sustainability, among others. Winners are selected by a multidisciplinary jury of ULI members representing development, finance, planning, urban design, architecture, landscape architecture, and more.

Eight is a long-standing corporate member of ULI. The award entries for this programme were submitted by the owner/developers themselves.

Eight celebrates opening of Houhai Harbour

Unique youth and cultural strategy targets young urban consumers in Shenzhen

Hong Kong, 30 November, 2022 – Eight Partnership is pleased to showcase its work on the recently opened Houhai Harbour in Shenzhen. Co-developed by Lenovo and Tishman Speyer, Houhai Harbour bills itself as Shenzhen’s first retail mall dedicated to youth culture.

China’s retail environment is highly competitive, and to ensure their project stood out, Tishman Speyer engaged Eight to develop a unique and compelling brand strategy for their retail property. Eight’s response was the Brand DNA “The Creative Junction of Shenzhen,” which celebrates ideas, creativity, design and culture, and creates a sociable place for young adults to explore and discover. One that appeals to a young and fast generation of working professionals.  

This strategy has been thoroughly executed throughout the project, attracting many first stores and flagship stores by China’s most unique and exciting local brands, such as luxury concept store SND, and rising stars from around Asia, including Japanese fashion label Studious. Sporting and social activities are as important to Houhai Harbour as retail. The property includes a climbing wall with a flagship climbing store, China’s first ultra-running club, dance studios, and more. There is even a virtual community on the metaverse, allowing people to contribute to the Houhai Harbour community from anywhere.

“It is thrilling to see a brand strategy that we worked hard to develop be executed so comprehensively by a client,” said Chris Fjelddahl, Partner, Eight Partnership. “We are confident this strategy will serve Houhai Harbour well, long into the future.”

Houhai Harbour’s name adds to the playful alliteration that already exists in Houhai with a reference to the property’s location by Shenzhen Bay. Its logo is a bilingual wordmark where each letter is enclosed within a larger box forming a grid like pixels on a computer screen. This logo suggests the infinite creative possibilities that Houhai Harbour offers. 

Houhai Harbour is a 720,000m2 retail complex designed by architectural studio Lead8. It is part of the 280,000m2 Lenovo Houhai Centre mixed-use commercial complex, which also includes two Grade A office buildings designed by Kohn Pedersen Fox, and a cultural centre.

Eight publishes The Works 2022 edition

Anthology showcases increasingly multi-disciplinary brand experience design work

Hong Kong, 8 November, 2022 – Eight today unveiled the 2022 edition of The Works, the company’s annual compendium of selected projects from the year gone by. Showcasing diverse projects spanning iconic office buildings, international resorts and food & beverage destinations, The Works highlights Eight’s ability to design brand-centric experiences rooted in incisive commercial strategies while orchestrating graphic design, signage, interiors and architecture.

“This has been a year of renewal and rejuvenation in many ways,” says Chris Fjelddahl, Partner, Eight Partnership. “The world is finally waking up from its Covid-induced lull, and we are seeing the level of excitement of our clients spiking. We’re now working on some ground-breaking projects in Lombok, Indonesia and Shibuya, Tokyo.”

Eight’s real estate projects in the past year include the soon-to-be iconic The Henderson developed by Henderson Land in Central Hong Kong, new office complexes in Ginza, Japan, and Seoul, South Korea, in collaboration with Grosvenor and IGIS, respectively, and more.

In the Works 2022, Eight is also shedding some light on how it deploys brand-led space design to create multi-touchpoint customer experiences that make a brand’s ethos tangible, ensuring it creates impactful immersive brand experiences for guests and customers.

To request The Works 2022, please send an email to partner@eightpartnership.com

Eight showcases cyberpunk brand for The Burrow

Edgy themes take the spotlight in new brand for San Po Kong commercial tower

Hong Kong, 24 October, 2022 – Eight Partnership is today unveiling a cyberpunk-infused brand for The Burrow, Hong Kong Pacific Investments Ltd (HKPI)’s new commercial property in San Po Kong. Taking its cues from the client’s love of the dystopian, high-tech aesthetic, Eight’s work spanned brand strategy, visual identity, website design, and brand communications.

HKPI develops and manages commercial and retail spaces in prime locations throughout Hong Kong. Eight was tasked with creating a compelling brand for The Burrow, HKPI’s first project in the post-industrial San Po Kong area, supporting the company’s goal of reinvigorating the district by clustering innovative, creative, and social businesses, to showcase the diversity of Hong Kong’s local talent, and creating a first-rate event space.

Cyberpunk, a form of sci-fi dealing with computer-obsessed urban societies of the future, seeded Eight’s work. The Burrow logo is jagged and hand-made, reminiscent of haphazard scrawls on walls in a neon marketplace of the future, a signal to those in the know. Its website and sales brochure carry the aesthetic further with the bold use of glowing reds, blues, and digital glitch effects. Together these elements create an instantly recognisable and compelling visual identity, as well as a unique experience for The Burrow.

“Eight intimately understood our goals with this project and created a brand that fully aligns with our vision for the property,” said Tim Tse, Leasing Manager at HKPI. “We are confident that with the support of this brand, The Burrow will achieve its mission of helping rejuvenate San Po Kong, gradually transforming it into a new and thriving commercial district.

“The Burrow’s cyberpunk-inspired brief was an original new challenge for Eight, one which inspired our teams,” said Chris Fjelddahl, Partner at Eight. “We are thrilled that the resulting work is ground-breaking and unusual for real estate projects, but also meaningful, and we will enjoy watching The Burrow make its home in San Po Kong for years to come.”

About Hong Kong Pacific Investments Limited

Established in 1975, Hong Kong Pacific Investments Limited (HKPI) develops and manages commercial and retail spaces in prime locations throughout Hong Kong. 

The company’s properties are easily accessible by MTR and other public transportations. The latest developments include FTLife Tower, a Grade A office building in the heart of Kowloon Bay, and The Burrow in San Po Kong.

www.hkpi.com.hk

Eight reveals brand refresh for Topcast

Aviation specialist’s purpose-driven brand unveiled with a new visual identity

Hong Kong, October 10, 2022 – Eight Partnership today unveiled a new corporate brand for Topcast, a world-leading aircraft parts distributor and maintenance specialist. Eight’s work included the development of a new brand strategy and the design of a new visual identity, from logo to applications.

Hong Kong-headquartered Topcast is a regional leader in aircraft parts distribution and Maintenance, Repair, and Overhaul (MRO). After decades of international success, and following investment by private equity firm Permira, Topcast sought out Eight to help reposition the brand for continued growth and expansion in an increasingly competitive market.

Drawing on Topcast’s customer-centric culture, Eight developed a new brand strategy around a bigger purpose of “Connecting a Better World”, signifying an organisation that, through the business of aircraft parts and maintenance, helps connect people and contributes to a better, safer and more sustainable planet. The new Topcast logo creates a globe from an array of directional arrows, representing the global connectivity which is at the core of Topcast.

“Our new corporate identity symbolises our continued transition towards a global enterprise connecting our customers with aftermarket parts sourced from best-in-class principals and providing market-leading MRO and repair services. As we head into our fourth decade of operations, we now have a strong foundation of a customer-focused team to serve our principals, customers and partners for a sustainable and successful business environment,” said Steven Pearson, CEO.

“With Eight’s support, we were able to better articulate this dimension in our brand, creating an identity that will inspire our staff, customers and principals on the next leg of our journey,” said Craig Winfrey, VP of commercial.

In addition to a new logo, Eight created three service brand logos and a sub-brand logo to establish a visual relationship between all entities, as well as all the applications and the system to ensure that the Topcast brand is consistently and compellingly delivered through all touch points.

“Topcast’s customer-centric culture and dedication to people were clear right from the start,” said Bjorn Fjelddahl, Partner at Eight. “We are proud to have worked with them to create a brand that better reflects their strengths and positions them for continued success in the years to come.” 

About Topcast

Founded in 1991 and headquartered in Hong Kong SAR, Topcast is a world-leading trustworthy aircraft parts distributor and MRO service provider. We offer exceptional OEM and aftermarket aircraft parts, equipment and repair services for a broad range of aircraft types. With our strong global network, we have nineteen offices across Asia-Pacific, Americas, Europe, the Middle East and Africa, connecting suppliers with customers in all segments for over 90 countries.

www.topcast.com

Eight helps Infinitus Property Investment rebrand into H Properties

New human-centric brand marks new chapter for the firm

Hong Kong, September 8, 2022 – Infinitus Property Investment, one of Hong Kong’s fastest growing real estate investment and management firms - and the property arm of LKK Health Products Group - have rebranded to become H Properties. Having experienced rapid growth with an expanding portfolio of office properties in major global cities, the firm tasked Eight with developing a new name and brand to match their vision, dynamism and ambition.

Eight found the answer in the firm’s unique, human-centric culture and their focus on well-being and happiness in the built environment. While they run a well-managed, world-class real estate firm focussed on excellence, growth and return for their stakeholders, everything they do is driven by a higher humanistic purpose: to provide people with better places to work better, feel better and live better.

Eight drew on this philosophy to develop a brand strategy encapsulated by their new tagline “Happier Places. Happier People”, which in turn directly inspired the new name: H Properties. “Our new brand really captures what we are about,” says Ryan Ng, CEO of H Properties. “Eight’s team helped us synthesise and express what we stand for, and they designed a brand built on the essence of what makes us different.”

The same values are also represented in the visual identity and the communication collaterals. The logo conveys a clear, single-minded message of happiness, and the website is designed around a series of specially-commissioned illustrations displaying wellness and well-being in the built environment.

“We cannot speak highly enough of the team at H Properties,” says Bjorn Fjelddahl, Partner at Eight. “The best companies are not just about profitability but also about pursuing a bigger purpose. It’s been a real pleasure to work with people who combine professionalism and business success with an unwavering commitment to a people-first strategy.”

About H Properties

H Properties is a member of the LKK Health Products Group. The company owns and manages premium office and retail space in key financial and business districts in Shanghai, Guangzhou, Hong Kong and London.

H Properties is a world-class property investment & management firm focused on excellence, growth & fair returns for their stakeholders. But everything the company does is driven by a higher purpose: to ensure the wellness, well-being & happiness of everyone in their properties. In everything they do, their single-minded objective is to provide better places for people to work better, feel better and ultimately live better.

www.h-properties.com

Eight and IGIS unveil Seoul city-centre business campus

Aging office building transforms into modern workplace destination: Namsan Square

Hong Kong, 12 July, 2022 – Eight Partnership unveiled today their rebranding and repositioning work for Namsan Square, an office building located in the primary central business district (CBD) of Seoul, South Korea. Eight’s client, IGIS, is the largest real estate asset manager in South Korea and is looking to revitalise the ageing 22-floor 75,000 sqm property into an inspiring and modern workplace for a new generation of tenants, as well as an all-day destination with vibrant and exciting F&B and retail.

Leveraging its fringe CBD location and its proximity to the green environment of nearby Mount Namsan, Eight developed a positioning strategy around “the vibrancy of work”, mixing the concept of a people-first, nature-filled business campus with the vibrancy of a core downtown location. The building is going through a significant redevelopment process which will add 30% GFA as well as a wide range of tenant services and amenities promoting wellness and wellbeing in the workplace and appealing to the needs of modern office workers.

Aside from a new positioning strategy, Eight’s scope of work included naming, visual identity development, signage and space design briefs. Eight also developed an animated brand film that takes the viewer on a light-hearted journey through the transformed building, reinforcing its positioning as a contemporary office building filled with tenant-focussed amenities.

“IGIS is one of the most progressive real estate asset managers in Asia,” says Bjorn Fjelddahl, Partner at Eight. “Namsan Square represents their vision for a modern and innovative value-add redevelopment, and we are very excited to be part of that journey with them.”

Eight creates global brand for family-operated property developer

New brand to fuel A.J. Mason’s expansion into North America and Asia-Pacific

Hong Kong, May 13, 2022 – Founded in 1978 in Hong Kong, A.J. Mason is a family business specialising in characterful real estate investment and development. In recent years, the company’s expansion into North America required a strong and succinct brand to help them appeal to business partners for investment and development on a global scale.

Guided by their inherent family values and rich multi-generational history, Eight created a brand based on the promise of ‘legacy’, culminating in the brand DNA ‘The Legacy Builders’, tying the company’s own heritage of creating projects of substance, designed to provide returns for generations to come.

The new brand is demonstrated through a set of complementary logos and visual identities created for the portfolio of group companies - A.J. Mason, Angus Mason and Alexander Mason each of which covers a different geographical region. A simple folded trapezium icon represents the protective roof of a home, as well as the letters ‘A’ and ‘M’, present in all three names.

“Our aim when we created the visual identities was to showcase the companies as established, reliable placemakers with a distinctive modern vision,” says Iain Richardson, Executive Creative Director at Eight. “With its rich and timeless colour palette and elegant wordmark, the new logo represents the long-term value and sense of belonging that A.J. Mason is looking to create in each of their built communities, for all stakeholders.”

As part of the brand creation, Eight also designed a website for A.J. Mason, the developer’s Asia-Pacific arm, to share its unique creative vision. This non-linear site allows users to explore the brand in an unconventional and engaging manner, through charming stories that unveil the heritage and sense of place that they infuse into each of their projects.

“We are proud to have helped this successful business intimately tied to the story of a family, launch themselves on the global stage with confidence,” says Chris Fjelddahl, Partner at Eight. “We admire how they take a sustainable, long-lasting approach, thinking beyond themselves to the people who will use their buildings, now and for generations to come - and we wish them every success for the future.”

About A.J. Mason

A.J. Mason is a Hong Kong-based real estate development and investment family office with over 40 years of experience in developing, investing, and managing residential and commercial properties around the world. Our origins date back to the construction business in the early 1940s in Shanghai when Mr. A.J. Sze co-founded Paul Y Construction Company and moved the business to Hong Kong in the 1950s. Paul Y Construction took off as the industry in Hong Kong grew in the 1960s and 70s and took part in projects including the Hong Kong Cross Harbour Tunnel, the MTR and the Hong Kong Park Lane Hotel. In 1978, A.J. Mason Development Ltd. was established by Mr. A.J. Sze and his son, Mr. Mason Sze. Today, the A.J. Mason brand has established three distinct companies, A.J. Mason, Angus Mason, and Alexander Mason, to distinguish its operations in Asia Pacific, Canada, and the United States. The family office is currently led by its third-generation leader, Mr. Jason Sze, with Hong Kong as its headquarters and the Group continues to succeed and venture into different parts of the world.

https://ajmason.com