By 2010 Hong Kong’s best known premium shopping destination was showing its age and facing serious competition. Owners Swire Properties commissioned Thomas Heatherwick to modernise the eighties building (which includes serviced apartments and offices) throughout as part of an overall HK$1.5 billion investment.

Yang Rutherford were brought in to relaunch the refreshed brand and challenged to devise an adaptable advertising platform that would attract younger shoppers without alienating the brand-loyal generation. Much like Heatherwick’s soft and understated aesthetics, our ‘My Place’ campaign is fashionable but not ‘edgily’ so. It’s chic – yet full of life. It has an exclusive feel, while being thoroughly warm and friendly.

Proving highly adaptable, the ‘My Place’ platform has been extended to include the mall’s magazine title, numerous thematic and tactical campaigns as well as major festivals such as Christmas (Santa’s Place).