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12 Jun 2015

Cityplaza Unveils New Logo and LIVE HAPPY Brand Campaign

Giant indoor ball pool to spread the sheer joy of simple pleasures

Cityplaza today unveiled its new brand image, “LIVE HAPPY”, and kick-started its month-long rebranding campaign. To complement the new brand, the mall is inviting shoppers to a unique “Sea of Happiness” event from 13 to 15 June, which will see the mall’s ice skating rink transformed into a colourful giant ball pit – symbolic of the simple happy lifestyle Cityplaza offers. 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 a new logo earlier in June which incorporates the “LIVE HAPPY” slogan with the crisp simplicity of a black and grey typeface, perfectly 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.

Today also saw the official launch of the new brand campaign “LIVE HAPPY”, with Cityplaza General Manager Fiona Shiu and Marketing & Promotions Manager Ida Yiu joined by celebrities Ivana Wang and Louis Cheung to kick off the mall’s “Sea of Happiness” event. To spread its “LIVE HAPPY” attitude around the city, Cityplaza is presenting a spectacular installation made with “happy balls” of different sizes engraved with the slogan “LIVE HAPPY”. From 13 to 15 June, Cityplaza’s Ice Palace skating rink will be transformed into a colourful giant ball pit for the public to let loose in this fun “Sea of Happiness”.

"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, General Manager of Cityplaza.

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. The popular simplylife will reopen its expanded store this summer, and a wider selection of dining options will also be introduced to the mall, including stylish restaurant School Food, 2/3 Dolci and Paul Lafayet.

Members of the public can “like” Cityplaza’s new Facebook fan page “Cityplaza Hong Kong” and visit its website atwww.cityplaza.com to stay tuned for updates on the mall’s “LIVE HAPPY” promotional campaign.