Swire Group’s Cityplaza has unveiled its new brand image, ‘Live Happy’ and kick-started a month long rebranding campaign.
Swire says the rebranding marks another milestone for the mall following the completion of its HK$100 million facelift in 2014.
“The new image and the ‘Live Happy’ slogan kick off a new era at Cityplaza that focuses on one simple mission,” said Alvin Kong, director, retail at Swire Properties. “We want our customers to discover the simple pleasures and enjoyment at Cityplaza and appreciate quality time out from the hustle and bustle of urban life.”
Cityplaza launched its new logo this month, which incorporates the Live Happy slogan with the crisp simplicity of a black and grey typeface, “illustrating its lively and modern brand essence”. The mall has also rolled out a series of thematic advertisements, featuring 10 scenes of relaxed and cheerful families and friends enjoying simple pleasures in their daily lives.

“Following the HK$100million upgrade to enhance the interior design of Cityplaza and the introduction of over 30 retail brands last year, the launch of our new brand identity also signifies a clear direction to bring in more new brands and diversity, and a wider selection of dining options to offer customers a fun-filled and relaxed shopping experience at the mall.” said Fiona Shiu, Cityplaza GM.
New tenants include lifestyle store Homeless and the largest Eslite Spectrum store in Hong Kong. Adidas will also be expanding and launching its new concept store at the mall, together with the addition of trendy sports fashion brands Under Armour and d2r. International fashion labels such as Massimo Dutti and Furla will also be opening at the mall.
Simplylife will reopen its expanded store this summer, and a wider selection of dining options will also be introduced to the mall, including restaurant School Food, 2/3 Dolci and Paul Lafayet.