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.