INDIGO, the first joint venture between Swire Properties and Sino-Ocean Group, has kicked off its 10th anniversary celebrations under the theme “Inspiration at every turn”. A programme of celebratory activities has been launched to engage the wider community and reinforce the mixed-use development’s commitment to “Creative Transformation”. Through a continuous upgrade in its design and retail mix over the past decade, INDIGO has evolved into a popular high-end business and lifestyle destination in northeast Beijing.
To celebrate the 10-year milestone, INDIGO has produced an oral history documentary that features interviews with more than 60 people who share some of the defining moments of developing and managing the INDIGO complex, from preparation to planning, design, construction, business development and operations.
“INDIGO has demonstrated a long-term commitment to improving the locale and nurturing a high-quality place that defines the modern urban lifestyle,” said Mark Wang, General Manager of INDIGO. “Looking to the future, we are committed to incorporating culture, art, digital technology, immersive experiences and other innovative elements into the shopping environment, upgrading the commercial zone to new heights as INDIGO continues to define the trend for a new way of living.”
Monica Wang, Deputy General Manager of INDIGO, said: “A decade of intensive effort has brought vitality to the city's consumer economy and lifestyle that also translates into building vibrant communities. In pursuing innovation-driven growth, INDIGO will connect with the new generation of consumers and constantly enhance the space with a forward-looking mindset.”
Transforming the local area into a vibrant destination
Since its launch in 2012, INDIGO has built a stable and loyal customer base, featured a broad range of online-offline programmes, and developed its own unique style and reputation in Beijing. These achievements are the result of skilled operations and management, a diverse mix of businesses, the presence of quality brands, and creative marketing. Among the variety of events arranged as part of the anniversary celebrations are Fashion in Motion, which looks back at the fashion icons that captured the diverse styles and trends of their time, and an exhibition organised in partnership with art group OPENFILE.
Upgraded tenant mix and digital transformation
Responding to an ever-changing market, INDIGO has paid close attention to new consumption trends in order to optimise its mix of retail brands while actively embracing digital transformation and seamless online-offline connections to provide better services to consumers. INDIGO now boasts a well-rounded retail mix covering fashion and apparel, beauty products, F&B outlets and recreational categories. The mall plays host to an increasing number of new regional first stores and flagship stores from top international labels, helping it to meet the increasingly sophisticated needs of Beijing shoppers.
To give added thrust to the new retail drive that leverages digital technology and multichannel strategies, the INDIGO Online Mall e-commerce platform went live in April 2020. With a speedy delivery solution, it has quickly attracted close to 100 brands eager to expand their footprint and provide a more convenient shopping experience for consumers. In addition, close coordination between INDIGO’s online and onsite offerings has led to an improved membership service and also helped to stimulate consumption.
Sustainable development in action
Guided by the Sustainable Development (SD) 2030 Strategy of Swire Properties and the “Building Health” Strategy of Sino-Ocean Group, INDIGO has continued to take a people-oriented and long-term approach to promoting the development of a harmonious and sustainable community in the neighbourhood.
The development’s sustainability efforts are focused on four fronts: the indoor environment, energy saving, recycling and emission reduction, and joint actions for green performance. Last July the mall unveiled a sustainable development centre called “The Loop", which was followed by the opening of the SD Studio this year – a multipurpose space for the benefit of employees, tenants and business partners. In fulfilling its social responsibilities, INDIGO has also organised various programmes including hosting events as part of the Beijing Music Festival, supporting disadvantaged groups and enhancing the resilience of residential compounds.
The decade-long development of INDIGO has also brought to life the values that Swire Properties stands for. The “ORIGINAL. ALWAYS.” campaign developed for the Company’s 50th anniversary, demonstrates the company’s creative and innovative spirit and long-term commitment over the previous five decades and into the future.
Looking ahead, Sino-Ocean Group and Swire Properties are jointly developing the Phase II extension of INDIGO, comprising a shopping mall, office towers and a hotel, that marks the start of an exciting new chapter for the creative transformation of the area. It also reflects the two partners’ confidence in and long-term commitment to the Chinese Mainland market. Upon completion, the project is expected to inject yet more vitality into the surrounding area and contribute to Beijing’s vision to build the city into an international consumption hub.