The client, Hang Lung Properties, owned all G/F retail shops along 3 streets in Causeway Bay, the shopping heart of Hong Kong. This area, known as Fashion Walk, was a little bit off from the main shopper’s flow. However, due to lack of well-planned retail design, most shops away from the main shopping axis hardly attracted the consumers, which resulted in poor rental revenue and vacant lots. In Hong Kong, shopping activities have been gradually absorbed into super mall and pleasant street shopping experience was rare. In order to encourage the street shoppers to dive into this forgotten area, we tried to re-brand and design a new image to this area in a way that all the irregularities of different buildings were to be systemized in a same flavour.

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After preliminary study , we finally set up the aims with the client on this project:-
“…to raise the overall branding image, connect the disparate properties in the district, attract the right mix of patrons into the area and ultimately attract tenants of premium brand to settle in.”

In order to achieve the aims, our design focuses in 4 main directions. To give a clear identity to this area, LED lighting panels and Aluminium cladding with motif logos were designed as a ceiling feature for the canopies of all buildings along the shopping streets. As LED systems at different buildings could be synchronized to display the same image or pattern, a new dynamic effect would inject new life to the area, in which led the shoppers to explore Fashion Walk area. It also create a special street shopping experience and to link the shops into one identity, analogous to an outdoor shopping mall.