Serveral new malls have since sprung up in the fast-developing city, threatening The Exchange Mall. The public has also been too accustomed to calling the mall by the name of its anchor departmental store. It is neccessary to re-establish itself as a holistic entity following its facade and interior works.
A new identity, supported by strong environmental graphics is developed. Care is taken not to be overly-sophisicated to retain its appeal with locals of average spending power.
A basement sub-brand “Jin Hui X Link” is also created in time for the opening of the new Metro interchange station on the
same site. Launched after its interior works, the mall successfully captures the morning, lunch and evening commuter crowds.