Shui On Land to consult BBH China on branding for The Hub

BBH will be responsible for brand positioning and creative communications for The Hub, starting with the leasing phase until the end of the year, confirmed Bryan Chan, the property's project director.

It will also be the lead agency to direct other agency partners involved in the project, as well as integrate and consolidate their work throughout the public-facing consumer phase next year.

The Hub, or the Hongqiao Tiandi (虹桥天地), is being developed by Shui On Land (香港瑞安集团) and will be launched in 2014 with 380,000 square meters of retail, F&B, hotel, exhibition and office space in the western part of the city.

Serving the entire Hongqiao commercial zone, it is poised to be a "modern" version of Xintiandi (新天地) located in downtown Shanghai.

When Hong Kong-listed Shui On spent US$491.4 million (3.18 billion yuan) to acquire the land for The Hub, it was hoped the property would benefit directly from huge passenger flow at the Hongqiao transport hub, comprising Hongqiao International Airport, Hongqiao Railway Station, subway lines and bus stations.

It is set to cater to an average daily flow of between 1.1 and 1.4 million of passengers.

There was no known incumbent creative agency before BBH, and the account is reputedly worth $8 million in billings, according to R3.