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.