The Exchange Mall, Tianjin
scope of work: brand identity + environmental design   |   project location: Tianjin, China
Tianjin is China’s third largest municipality with a population of 11 million. When The Exchange Mall or Jin Hui Guang Chang first opened in 2002, it was the first and only mixed-use development consisting of a retail mall, two office towers and a hotel managed by an international hotel chain.

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.