Hang Lung 66

Rejuvenation of an Iconic Destination

HANG LUNG 66 VISUAL IDENTITY

An icon on the brink of extinction
In China, the most advanced and fastest growing retail market in the world, 66 group of malls are beacons of luxury. With a portfolio of 11 malls, each mall is iconic in its own right, within the city of millions that it serves.
As is tradition for large mall portfolios the 66 brand leans heavily on its connection to the developer, in this case Hang Lung, and leverages the equity of the Hang Lung brand for quality and excellence as a pillar of their luxury experience. Luxury, however, was experiencing a transformation of huge magnitudes, with young luxurians redefining luxury to be as much about hoodies and trainers as it is handbags and watches. And seeing the mall as less about shopping, and more about experiencing.
Add to this the effects of a global pandemic and 66 malls found themselves at an inflection point, one full of opportunity if the right approach was taken.  


BRAND IDEA - PULSE OF THE CITY
It started with one. One pulse we heard coming from the heart of the action, at 1266 Nanjing Road West. From 66 floors of urban dynamism, rising up from the Shanghai skyline. Hang Lung 66 was born from it, born from the energy of our first landmark development, Plaza 66. And from that one, more came, each building on the vibrance of China’s up-and-coming cities.

We believe it’s people who create the pulse of a city. That’s why we design every Hang Lung 66 development to be a magnetic convergence point that connects young movers and shakers. It’s where they can feel the luxury of being at the heart of it all through infinite social, cultural and entertainment experiences, designed to be enjoyed together.

You’ll never ever miss a beat here as you explore the wonder and vibrancy of the city on your own terms. Always connected to the pulse of the city, whatever direction it flows, Hang Lung 66 is where you can stay in the know while effortlessly living your life to the fullest.