Kerry Central (Hangzhou)
Kerry Central is a mixed-use development in Hangzhou China, comprising a large scale retail mall, residential apartments, offices, and a Shangri-la hotel. The development itself stayed true to the people and local culture with low-rise buildings to maintain views of the west lake, open spaces with regular pop-up stores for local artists, musicians, and restauranteurs.
Alchemy developed an entire brand strategy and positioning called ‘Light up Hangzhou’, to illuminate and shine a light on the hidden beauty in Hangzhou. This positioning was then developed into an entire brand identity including corporate logo, brand guidelines, brochures, way-finding and advertising.
Client Testimonial:“The wonderful thing about working together with Alchemy is their focus on excellence and willingness to invest their time and energy to ensure the final product not only meets their own high standards, but also exceeds the client’s expectation.” Bryan Gaw, Executive Director, Kerry Properties
