PROJECT NAME
Shangri-La Fuzhou
ROLE
Branding
Art Direction
Graphic Design
The Shangri-La Fuzhou Mixed-Use Branding Project represents a strategic collaboration between Shangri-La and Labbrand Group to transform the brand identity of the Fuzhou Shangri-La Hotel’s new mixed-use development. This ambitious project includes a new office tower and shopping plaza adjacent to the existing Shangri-La Hotel, strategically located in the heart of Fuzhou. It aims to create a unique and engaging urban living space, connecting key city landmarks and metro lines, and appealing to both local residents and tourists.
The project’s vision is to establish the development as the “Urban Living Room” of Fuzhou, blending traditional local culture with modern urban experiences. By creating a new brand name, logo, and comprehensive brand experience, the project seeks to enhance the visibility and appeal of the Shangri-La Fuzhou brand. The goal is to attract a younger, dynamic demographic by conveying a sense of belonging, inclusivity, and modernity while honoring the rich cultural heritage of Fuzhou.
With a focus on thoughtful design and innovative brand strategy, the Shangri-La Fuzhou Mixed-Use Branding Project aims to position the development as a premier destination for both business and leisure, fostering a vibrant community hub that celebrates the confluence of tradition and contemporary urban life.