华南MALL-购物中心/商场吉祥物IP设计South China Mall

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项目品牌简介：

位于东莞万江区的华南MALL，项目整体占地51万平方米，商业面积47万平方米，建筑面积119万平方米，停车位3000个，曾被美国《时代周刊》评为世界最大单体购物中心。打造集购物中心、高档住宅、写字楼等诸多功能于一体的大规模、高品质地标都市综合体，打造全天候一站式欢乐生活城，倡导体验式购物、娱乐引导消费。自2011年始华南MALL成为东莞市政府明确划定的四大中央商圈之一；

Project brand profile:

Located in Wanjiang District, Dongguan, South China Mall, the project covers an area of 510,000 square meters, with a commercial area of 470,000 square meters, a construction area of 1.19 million square meters, and 3000 parking spaces. shopping center. Build a large-scale, high-quality landmark urban complex integrating shopping malls, high-end residences, office buildings, and many other functions, build an all-weather one-stop happy life city, and promote experiential shopping and entertainment to guide consumption. Since 2011, South China Mall has become one of the four central business districts clearly defined by the Dongguan Municipal Government;

项目背景：

2019年，正值品牌IP发展的高度阶段，国内越来越多的商场也开始了自营品牌IP的征程，但奈何国内许多商场吉祥物仍不成体系；华南MALL尽管早已有自营IP的意识，但一直没有找到系统化品牌IP创建的团队而按耐动作，直到企划团队与赤犬负责人联系上，并通过以往案例讲解及MALL-IP趋势互动达成合作共识，并开展IP项目；

Background of the project:

In 2019, at the height of the development of brand IP, more and more domestic malls have begun the journey of self-operated brand IP, but many domestic mall mascots are still not a system; although South China Mall has long been aware of self-operated IP , But did not find a team to create a systematic brand IP and acted with resistance until the planning team contacted the person in charge of Redog, and reached a consensus of cooperation through previous case explanations and MALL-IP trend interaction, and launched an IP project;

项目时间：

2019年10月12日

Project Time:

October 12, 2019