LANE 189: BRAND STRATEGY & IDENTITY DESIGN
Lane 189 is a boutique mall positioned as a jewel case for art and innovative experiences. In a city teeming with shiny new luxury brand malls, 189 seeks to distinguish itself by rekindling the nostalgic allure of Old Shanghai - a seduction of old and new, where east tangoes with west.
A limited series of unconventional brochures were designed to generate PR buzz and engage the user in a flavourful or visual experience. Eschewing the standard flip-thru brochure, we teased a more dynamic preview to a select few - an opportunity to taste the offerings or experience the space visually in 3D.
In addition to the launch strategy, I also developed the logo design, naming and visual identity system, and produced various collaterals ranging from key visuals and environmental graphics to brochures and tablet apps.
