Park Place appoints BBDO Proximity Live to brand Réel development

BBDO Proximity Live will be tasked to create a brand concept for Park Place’s new premium retail destination Réel scheduled to open in 2011 at Nanjing West Road in Shanghai.

The agency is to develop the brand identity, provide strategic counsel on the retail experience and in store aesthetics and develop a tenant and consumer communications plan.

“Today's modern Chinese consumer is different than five years ago when brands alone were enough to draw consumers,” said Angelito Tan, managing partner at BBDO Proximity Live.

He adds, “Consumers place increasing emphasis on the overall retail experience, which is a key priority in our agency's overall approach for Réel.”

Réel will be an integrated retail arm under Park Place which falls under the Shanghai Cross Ocean Property Development, a multi-purpose development with business, retail and lifestyle properties. Réel will be positioned next to The Puli Hotel and Spa with direct transportation from the Pudong and Hongqiao international airports.