PROJECT nanjing ifcx
In partnership with Shui On Xintiandi, JWDK has created a regenerated retail destination brand in the heart of Nanjing. Introducing IFCX!
Shui On Xintiandi wanted to cultivate a brand that resonates with the characteristics of the city and grows together with local Nanjing residents. IFCX will provide consumers with diverse new retail experiences that cater to their maturing consumption needs, yet are seamlessly infused with a touch of the city’s spirit.
As a prosperous city that boasts 2,000 years of rich history, Nanjing has acquired a unique heritage and cultural identity that stands out among other Chinese cities. By delving deep into Nanjing culture and speaking with the residents, JWDK was able to extract the most meaningful cultural elements of the city and inject them into the brand. The final result led to a solution that invites local consumers to experience, engage and grow together, ushering in a new social lifestyle for the community.
By extending the Shui On Xintiandi brand ethos into the Nanjing market, JWDK identified four strategic pillars that would guide our creative design—legacy, culture, creativity and social.
‘X’ not only represents the project’s geographic location, it is also an extension of the Xintiandi brand DNA: communication, collaboration, exploration, excitement and social connection. Positioned as a future-oriented brand, IFCX is distinct from traditional business places, allowing Nanjing consumers to embark on a journey of self-discovery. More than just a retail destination, IFCX will be a place to push boundaries, experience the new, and ‘make some noise.’
Our design is inspired by the city symbol — ‘Bi Xie.’ This Chinese mythological creature is often associated with wisdom, prosperity, and creativity, and has been iconic within the ancient capital of Nanjing for at least six dynasties.
Our creative expression of the ‘Bi Xie’ is at the centre of the visual identity and adopts a brash and quirky personality suited to this young generation of shoppers.
The VI system includes some punchy colours, a well-crafted logotype, bold typography and funky patterns which all integrate well across a wide range of media platforms.
