王府中环2018-2019 BRANDING CAMPAIGN [ Rough mock-up for pitch ]
王府中环，是香港置地建于北京王府井老街的综合性商场。
600余年前，明朝永乐皇帝迁都北京，在此兴建府邸，赏赐亲王。王爷们就此在王府井居住两百余年，直至明朝灭亡。
清朝入关第二年，顺治帝下圈地令，将内城划拨八旗贵族。王府井地区由于紧邻紫禁城，且遗留众多府邸，清庭便将其分赐给亲王勋臣。因此，此地在清王朝不仅得以保持辉煌，还大大加强了皇权显赫、地势隆耀之地位。
到了清同治末年,俄、英、法、美、荷、德、日、比等国在东交民巷设立使馆。 而毗邻东交民巷的王府井大街就此得以再次发展，成为最早开始国际化的商业区。
历史发展至上世纪九十年代到二十一世纪初，王府井已成北京当之无愧的核心商圈，是最为繁盛所在，麦当劳等国际化品牌选择这里作为进军京都的第一站。
王府井承载着无数北京人关于“精致生活”的群体记忆。
因此，我们认为，王府中环天然的优势在于区位：它毗邻紫禁城，坐拥数百年繁盛，是中国传统贵族生活圈。
它国际化历史久远，传承发展不断，承载亿万人的精致记忆。
More than 600 years ago, Yong Le emperor of the Ming Dynasty moved the capital to Beijing, constructing courtyard houses gifting them to royal families. The royal families lived in the Wangfujing area for more than 200 year, till the Ming Dynasty was overthrown.
In the second year after the Qing troops entered Beijing, emperor Shun Zhi ordered the inner city be allocated to the royal manchu families (Baqi), The Wangfujing area is close to the Forbidden City with many remaining courtyard houses, therefore it was allocated to Manchu royalties and decorated veterans. Therefore, the area not only was preserved in the Qing Dynasty but was even further glorified.
By the end of the Tong Zhi era of Qing dynasty, Russia, Britain, France, America, Holland, Germany, Japan, Belgium and more countries established embassies on the neighboring street, this gave Wangfujing the chance to be one of the earliest internationalized business zone in China.
Up till the 1990s, Wangfujing has become the undisputed commercial center of Beijing, international brands such as McDonald’s chose Wangfujing as its first stop for entering Beijing.
Wangfujing carries many Beijingner’s first impression of delicate living.
Therefore, we believe, the advantage of this project is the location: it neighbors the Forbidden City, sits on hundred of years of prestige, and have been the traditional royal neighborhood.
It’s established international presence, continuous development, carries delicate memories of billions of people.
It’s established international presence, continuous development, carries delicate memories of billions of people.
CONCEPT: 回到王府井
心理上的回归：回归优雅精致的新贵生活方式。
地理上的回归：回归王府井商圈，到WFC找到新贵生活方式。
CONCEPT : Back to Wangfujing
Psychological: Back to living with class and delicacy in a modern way.
Geographically: Back to the Wangfujing area, to WFC for ways the new royal demographic lives.
CAMPAIGN VISUAL IDENTITY
视觉符号
在这一视觉表现中，我们通过视觉元素、颜色的对撞，去展现WFC的融合之美。
通过旧贵族与新贵族元素的对撞，去渲染WFC的贵族气韵。
通过圆形构图，突出中国元素，彰显贵气，并赋予“王府中環”图形化记忆。
In this visual display, we’ll leverage visual elements, collision of colors to showcase the fused beauty of WFC.
By contrasting and colliding the elements of old royalties and new royalties, to render the royal aura of WFC
Through round compositions, emphasizing Chinese elements, showing off royal elements, and vesting WFC with pictures-tic memories.
