2015 ASIA PACIFIC SHOPPING CENTER AWARDS

MARKETING
DESIGNRETAIL
AWARDSASIA PACIFIC SHOPPING CENTER AWARDSWINNERSRECON ASIA | TAIPEI | 20 OCTOBER 2015
www.icsc.org/asiaawards

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2015 ASIA PACIFIC SHOPPING CENTER AWARDS

2015 AWARDS JURYICSC’s Asia Pacific Shopping Centre Awards recognise excellence within the region’s
shopping centre industry and honours outstanding achievements in marketing and design/development of retail properties.

MARKETING
DESIGNRETAIL
AWARDSICSC thanks the 2015 Awards Jury comprising dedicated industry professionals who gave
their time and expertise to undertake an exhaustive judging process of 174 entries in thisyear’s competition. The judges undertook remote online judging of each entry in theirrespective disciplines and convened with the ICSC in Singapore in September 2015 todetermine the 2015 finalists.

Chair – Development Jury

Chair – Marketing Jury

Development Jury

Marketing Jury

Neville G. Beer
Managing Director – Property
The Gandel Group Pty Ltd.
Australia

Simon Bee
Global Design Director
Benoy Limited
Hong Kong
George Hongchoy
CEO
The Link Management Limited
Hong Kong
Phil Kim
Co-CEO, Managing Director
JERDE
Hong Kong
Sarah LeeSky Yutaka Ltd
Hong Kong

Nopporn Witoonchart
Chief Executive Officer
Siam Future Development PLC.
Thailand2

Carol AngelosantoCEO
Marketing Warehouse Pty, Ltd.
Australia

Mayuree Chaipromprasith
Senior Executive Vice President –Business Promotion
Siam Piwat Co., Ltd.
Thailand
Esther Huang
Manager, Group Marketing
Communications
CapitaLand Mall Asia Limited
Singapore
Paul Pozzobon
National Marketing Manager
Mirvac Real Estate Pty Ltd
Australia
Rowena M. TomeldanVice President &Chief Operating Officer
Ayala Land, Inc.
Philippines

2015 Asia Pacific Shopping Center Awards

BUSINESSTO-BUSINESSGOLD AWARD WINNER

COFCO COMMERCIALOPERATION AND MANAGEMENTWALK-DOWN SYSTEM REPORTFOR APPRAISALJOY CITY
BEIJING, CHINA

THE STANDARDMIRVAC REAL ESTATE PTY LTDSYDNEY, AUSTRALIAOWNER/MANAGEMENTCOMPANY: COFCO LAND
LIMITED

Joy City’s software
compiles front deskstatistics combinedwith backstage
analysis to form a
database on eachtenant, allowing forenhanced support andgreater understandingof performance frommanagement andoperations personnel.

The Standard is
a comprehensive
customer service
programme instilled
throughout theentire Mirvac retailproperty portfolio. Thissignificant cultural shift
placed the customer
experience first andengaged the entire
Mirvac team and its
contractors to deliver
unprecedented levels ofservice. Customised to
exceed the wants anddesires of customers,
the programme wasdeveloped and directly
measured by customer
feedback.

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2015 ASIA PACIFIC SHOPPING CENTER AWARDS

MARKETING | CATEGORY ONEMARKETING | CATEGORY ONE
2015 Asia Pacific Shopping Center Awards

CAUSE RELATEDMARKETING
GOLD AWARD WINNERLARO CAMPAIGNALABANG TOWN CENTERMUNTINLUPA, PHILIPPINESIDEA’YALAAYALA MALLS
MAKATI CITY, PHILIPPINESMANAGEMENT COMPANY:AYALA LAND, INC.
OWNER: ALABANGCOMMERCIAL CORPORATION

Following thedisatarous typhoon in
the Philippines, Alabang
Town Center createdthe kids-for-kids
movement the ‘LARO
Campaign’. Combining
art and play, more than
$65,000 in funds wereraised towards building
a new family play andcultural area on land
donated by the centre
for 7,500 typhoondisplaced families toenjoy.

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CHIPS FOR CHANGEBARKLY SQUAREBRUNSWICK, AUSTRALIAMANAGEMENT COMPANY: JLL
OWNER: ISPTBOTANY TOWN CENTRE AND
BELLYFUL EAST AUCKLANDCOMMUNITY GARDEN
BOTANY TOWN CENTRE
AUCKLAND, NEW ZEALAND
MANAGEMENT COMPANY: AMP
CAPITAL SHOPPING CENTRESOWNER: PSPIB WAIHEKE LTD

Ayala Mall’s innovative‘Idea’yala’ programme
engaged University
Students acrossthe Philippines tocompete head-tohead in a contest
to showcase theirentrepreneurship. The
programme featured
a series of lectures,workshops and bootcamps in a creative
studio environment andsuccessfully engaged,
rewarded and fostered
the talents of the next
generation of property
and retail entrepreneurs.

Barkly Square’s ‘Chips
for Change’ programme
invited shoppers tomake a purchasein exchange for abranded chip. Threeneedy community
groups were selected
as beneificaries ofthe programme andcustomers were invited
to place their chips incustomised showcases
for their charity ofchoice. Over 10,000
chips were deposited
raising much needed
funds for local charities.

Botany Town Centre
and Bellyful East
Auckland Community
Garden programme
involved both centre
staff and locals in alarge philanthropic
initiative, with theprogamme providing
food for local families
in need.

ANZAC DAY 2015 AND THE
PEACE POPPY PROJECTBOTANY TOWN CENTRE,BAYFAIR SHOPPING CENTRE
AND THE PALMS SHOPPINGCENTREAUCKLAND, NEW ZEALAND
MANAGEMENT COMPANY: AMP
CAPITAL SHOPPING CENTRES‘The Peace Poppy
Project’ held atthree AMP New
Zealand Capital
Shopping centres,
encouraged shoppers
to construct poppies
of remembrance, toserve as a poignant
reminder of the many
who lost their lives
serving their country inthe battle at Gallipoli.
More significantly,
the initative served asa major community
tribute to commemorate
the 100th Anniversaryof ANZAC Day.

2015 ASIA PACIFIC SHOPPING CENTER AWARDSWE HEART HEARTKIDS
BROADMEADOWS SHOPPINGCENTREBROADMEADOWS, AUSTRALIACHIFLEY HIGHRIDERSCAMPAIGN 2015
CHIFLEYSYDNEY, AUSTRALIAOWNER/MANAGEMENTCOMPANY: THE MERGEDNOVION AND FEDERATIONCENTRES GROUPMANAGEMENT COMPANY: IPOH
MANAGEMENT SERVICES PTYLTD
OWNER: GIC REAL ESTATEPTE LTD

Broadmeadows
Shopping Centre
implemented a 10-day
multifaceted fundraising
campaign to support
HeartKids—a charitythat is dedicatedto raising funds forchildren sufferingfrom heart disease.
The programmefeatured superheroes,
handcrafted cards, andlover’s padlocks ona ‘fence of strength’
raising funds andawareness for thisspecial cause.

Chifley Towers
commerical and retailtenants united toraise funds for theVictor Chang Cardiac
Research Institute.
Companies with
employees sharing apassion for cycling,competed in sponsoredteams raising morethan $11,000 during the
3-week-long campaign.

LET’S EXERCISE @ H.A.N.D.S
THE LINK MANAGEMENT
LIMITED
HONG KONG

The Link initiated ‘Let’s
Exercise @ H.A.N.D.S’
a healthy lifestyle
campaign motivating
communities to exercise
to burn calories for agood cause. Calories
burnt during the
campaign were tallied
and converted into food
donations for the needy.

PINK POWER INITIATIVEINORBIT MALL
MUMBAI, INDIA

DOGGIE WORLD CUPMIKIKIHONG KONG

OWNER/MANAGEMENTCOMPANY: INORBIT MALLSINDIA PVT. LTD

MANAGEMENT COMPANY:
SUN HUNG KAI REAL ESTATEAGENCY LTD.
OWNER: SUN HUNG KAIPROPERTIES

To increase thecommunity’s support
and bring awarenessto the positive benefits
associated withwomen engaging in
professional careers
within India; Inrobit Mall
implemented the ‘Pink
Power’ initiative. This
programme selected
six entrepreneurial
women to establish abusiness of their designin a professional retail
environment, providingthem with guidance anda rent-free kiosk at an
Inorbit Mall.

Mikiki, in partnershipwith a non-profit
veterinary service
and animal welfareorganisation, hosted
the ‘Doggie World
Cup’. The event
staged a series ofinteractive programmes
designed to encourage
responsible petownership, petadoption, veterinary
advice and reinforce
Mikki’s pet friendly
environment.

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2015 Asia Pacific Shopping Center Awards

CAUSE RELATEDMARKETINGSILVER AWARD WINNER SILVER AWARD WINNER‘INCHEON 2014 ASIAN PARAGAMES – DARE TO DREAM’
PLAZA HOLLYWOOD
HONG KONG

FUTURE ARCHITECTS @ SM
LIFESTYLE CENTER
SM LIFESTYLE CENTERXIAMEN, CHINA

MY HERVEY BAY: COMMUNITY
PHOTOBOOKSTOCKLAND HERVEY BAYPIALBA, AUSTRALIAONE MAN’S WISH
SUNWAY PYRAMIDSHOPPING MALL
BANDAR SUNWAY, MALAYSIA

MANAGEMENT COMPANY:
PLAZA HOLLYWOOD LIMITEDOWNER: THE WHARF(HOLDINGS) LIMITEDMANAGEMENT COMPANY:XIAMEN SM CITY CO., LTD
OWNER: SM PRIME HOLDINGSOWNER/MANAGEMENTCOMPANY: STOCKLANDMANAGEMENT COMPANY:
SUNWAY REIT MANAGEMENTSDN BHDOWNER: RHB TRUSTEESBERHADThe ‘INCHEON 2014
Asian Para Games’
involving several highprofile sports, werestaged in-centre to
support and bringawareness to theimportance andsuccess of sport tothe disabled. The 2014
Games were part ofPlaza Hollywood’s
ongoing strategy topromote sport inclusion
for the disabled andequality amongst all
people.

SM Lifestyle’s annual
Future Architect
Competition isdesigned to foster
creative thinking
and design skills
amongst architectural
university students. The
competition engaged
182 teams comprisingof 1,100 university
students, competing
to construct a 9sqm
hardboard replica
showcasing their visionof the ‘house of the
future’.

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The My Hervey Bay
Community Photobook
evolved from adesire to engage thecommunity in thecentre’s redevelopment.
Residents were asked
to submit their favourite
images capturing
Hervey Bay’s uniquecoastal lifestyle andenvironmental beauty intheir own photographs.
A quality coffee tablepublication was
produced showcasing
many images withcustomer recognition
and was utilised as a
gift during the centre’s
opening.

The Sunway Pyramid
team united to repair
a small village in aneighbouring remotecommunity desimatedby massive flooding.
The centre’s teamundertook multiple
tasks including cleaning
and reparing homes
and community facilities
in advance of the Lunar
New Year. The pinnacleof the programme was
the staging of a massive
feast and fireworks
celebration allowing
thousands of local
families whose lives
had been desimated by
the natural disaster tocelebrate the New Year.

A KALEIDOSCOPE OF COLOURSUNITED SQUARE SHOPPING
MALL AND VELOCITY@NOVENASQUARESINGAPOREOWNER/MANAGEMENTCOMPANY: UOL GROUP LIMITEDUOL Group of malls
partnered with Very
Special Arts Singapore
to host ‘A Kaleidoscopeof Colours’—a seriesof art-based activities
designed to raiseawareness and funds
for children withdisabilities.

MARKETING | CATEGORY ONE
2015 ASIA PACIFIC SHOPPING CENTER AWARDS

2015 Asia Pacific Shopping Center Awards

EMERGING DIGITALTECHNOLOGYSILVER AWARD WINNER

THREE-DIMENSIONAL SOCIAL
MEDIA VIDEOSAMP CAPITAL SHOPPINGCENTRESSYDNEY, AUSTRALIAAMP Capital Shopping
Centres used
multidimensional
technology to create aseries of short, threedimensional videos
promoting their core
principles for use on
their social media
channels.

APM JETSO APPSAPM
HONG KONG
MANAGEMENT COMPANY: KAISHING MANAGEMENT SERVICES
LIMITEDOWNER: SUN HUNG KAI REALESTATE AGENCY LIMITED

apm’s ‘Jetso Apps’
utilises iBeacon
technology to track andreward smartphoneusers, and direct
them to specificmall locations. Thisis combined with a
Facebook app that
promotes online
giveaways redeemablein the centre.

FESTIVAL WALK ‘U CARD APP’CAMPAIGN 2014FESTIVAL WALKHONG KONG

JOY CITY TRAFFIC SIMULATION
AND FORECAST SYSTEMJOY CITY
BEIJING, CHINALANDMARK NORTH – ‘CREATENEW MODE OF WECHAT LIFE’
LANDMARK NORTH
HONG KONG, HONG KONG

MANAGEMENT COMPANY:
MAPLETREE GREATER CHINAPROPERTY MANAGEMENT
LIMITEDOWNER: MAPLETREE GREATERCHINA COMMERCIAL TRUSTOWNER/MANAGEMENTCOMPANY: COFCO LAND
LIMITEDMANAGEMENT COMPANY:
KAI SHING MANAGEMENTSERVICES LIMITEDOWNER: SUN HUNG KAIPROPERTIES

Festival Walk’s ‘U
Card App’ wasspecifically developed
to innovatively target aneighbouring student
market. The multitiered
campaign incorporates
technology, social
media and public
relations to reach thetraditionally elusive
youth market segment,
resulting in significant
traffic and sales
revenue increases.

Joy City’s big data
forecast systemsimulates andcalculates traffic
distribution of brandlayout plans at thedrawing stage,
thereby identifying
problems and offering
optimisation andadjustment solutions.

Landmark North incollaboration with
the WeChat platform
launched its ‘WeChat
Life’ app, bringing
added convenience tomobile device users,
whilst providing achannel to relay retailer
promotions.

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2015 Asia Pacific Shopping Center Awards

EMERGING DIGITALTECHNOLOGYSILVER AWARD WINNER

HOPPY EASTER AUGMENTEDREALITYMIRVAC RETAIL CENTRESSYDNEY, AUSTRALIAMAGIC MOMENTS
STOCKLAND WETHERILL PARKWETHERILL PARK, AUSTRALIAMANAGEMENT COMPANY:STOCKLAND PROPERTYMANAGEMENTOWNER: STOCKLANDCORPORATION LIMITEDThe ‘Hoppy Easter’ appenabled customers to
use their mobile device
to take pictures with
an Augmented Reality
Easter Bunny, offering
incentives to sharethem on the centre’ssocial media sites.

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To help launch
Stockland Wetherill
Park’s newest
redevelopment project,the ‘Magic Moments’initiative enticed
customers to share andrevisit their in-centre
experiences on thecentre’s social media
channels.

MARKETING | CATEGORY ONE

GRAND OPENING,
EXPANSION & RENOVATIONGOLD AWARD WINNER

EXPLORE... THE NEWCOCKBURN GATEWAYSHOPPING CITYCOCKBURN GATEWAYSHOPPING CITY
SUCCESS, AUSTRALIAMANAGEMENT COMPANY: JLL
OWNER: PERRON GROUP

Cockburn Gateway
executed a multifaceted
rebranding and launch
campaign to position
the redeveloped centre
as a fresh and exciting
destination for both newand existing customers
to ‘EXPLORE’.
A well-rounded
campaign utilisingvarious traditional andinnovative mediums
helped to successfullylaunch the centre,
driving exceptional
results and significant
publicity.

EMPORIUM REIMAGINEDEMPORIUM MELBOURNE
MELBOURNE, AUSTRALIAOWNER/MANAGEMENTCOMPANY: THE MERGEDNOVION AND FEDERATIONCENTRES GROUP

Built on a 104-year-old
landmark retail site in
the heart of Melbourne
The ‘Emporium
Reimagined’ campaign
paid respect to its
location’s significance,
whilst positioning the
new Emporium as aretail icon. Engaging
world renowned film
producer and famous
Australian Baz Lurman
to stage a multifaceted
opening extravaganza
provided the centre
with unprecedented
PR attention andbrand positioning
commensurate with its
iconic status.

2015 ASIA PACIFIC SHOPPING CENTER AWARDS

2015 Asia Pacific Shopping Center Awards

GOLD AWARD WINNER SILVER AWARD WINNERIMMERSE YOURSELFOCEAN KEYS SHOPPINGCENTRECLARKSON, AUSTRALIAMANAGEMENT COMPANY: AMP
CAPITAL SHOPPING CENTRESOWNER: AMP CAPITALINVESTORS

Located by the seaside,
the opening of Ocean
Keys stayed true to its
community positioning.
Implementing an
engaging programmethat incuded Mermaid
magic, sandcastle
sculptures and a giant
treasure chest in themall—all elementsof the multilayered
campaign integrated
to successfully launch
the $108 million Ocean
Keys Shopping Centre
redevelopment.

ORION STAGE TWOCONSTRUCTION CAMPAIGNORION SPRINGFIELD CENTRALSPRINGFIELD CENTRAL,
AUSTRALIA
MANAGEMENT COMPANY:MIRVAC REAL ESTATEOWNER: MIRVAC

Wanting to engage thecommunity during a
protracted development
provided a uniquechallenge for Orion
Springfield. Uniquecommunity initiatives
were developed toengage customers.
These included a Mini
Minders programme
to allow mums to havetheir children mindedwhilst they navigatedthe massively disrupted
centre; Tradie Treatstargeting construction
workers to spend $’s
in-centre and Kid’s
Construction Tool
Box Talks and site
visits. Combining
these initatives
uniquely generated
engagement andassisted with retentionof sales throughout theredevelopment phase.

ROBINSONS PLACE TACLOBAN
RE-OPENING EVENTROBINSONS PLACE TACLOBANPASIG CITY, PHILIPPINESMANAGEMENT COMPANY:
ROBINSONS LANDCORPORATIONOWNER: JG SUMMITHOLDINGS, INC.

Normally a shopping
centre opening is thetime for great fanfare,pomp and ceremony.
However, following theimmense destruction of
Typhoon Haiyan, the reopening of Robinsons
Place Tacloban
was a significant
community milestonethat conveyed toresidents a sense of
normality returning to
the region, reinforcing
hope and optimisim.
The hand of friendshipwas extended tothe community with
Robinsons Place
re-opening as thecommunity’s friend
and hub, where locals
could once again enjoy
themselves and cometogether to bond withfamily and friends.

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2015 Asia Pacific Shopping Center Awards

GRAND OPENING,
EXPANSION & RENOVATIONSTANHOPE VILLAGE STAGE 4
LAUNCH
STANHOPE VILLAGE
STANHOPE GARDENS,
AUSTRALIA
MANAGEMENT COMPANY:MIRVAC – STANHOPE VILLAGE
OWNER: MIRVAC REAL ESTATEPTY LTD

Stanhope Village’s
Stage 4 development
project included a
new internal walkway
connecting two
separate buildings,
additional retailofferings, improved
facilities, and a vibrant
new dining precinct.
Stanhope Village islocated in one of thefastest growing areas
in Sydney. The aim ofthe development was
to exceed customer
feedback and create
a village ambienceengaging customers on
the journey throughout
the complex.

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FULL OF LIFE – STOCKLANDBALDIVISSTOCKLAND BALDIVISBALDIVIS, AUSTRALIAOWNER/MANAGEMENTCOMPANY: STOCKLAND

In 2014, constructioncommenced on
the $116 million
redevelopment ofStockland Baldivis withthe existing 7000sqm
Centre remaining
mostly intact. The
challenge was to reintroduce and reposition
the new Stockland
Baldivis through thedevelopment of acohesive Stage Two
and Grand Opening
campaign delivered
with potency andauthenticity. The ‘Fullof Life’ campaign
combined a uniquecreative vision, strong
events platform,
and traffic and sales
driving tactics, with afoundation of targeted
and well-executed
media strategy.

MARKETING | CATEGORY ONE
2015 ASIA PACIFIC SHOPPING CENTER AWARDS

2015 Asia Pacific Shopping Center Awards

INTEGRATED DIGITALCAMPAIGNSTOWNING AROUNDALABANG TOWN CENTERMUNTINLUPA, PHILIPPINESMANAGEMENT COMPANY:AYALA LAND, INC.
OWNER: ALABANGCOMMERCIAL CORPORATION

Attuned to Southern
Manila’s social savvy,
Alabang Town Centerdrew up a plan toharness online followers
and take them to thenext level: actual mallengagement. The
multiplatform digital
campaign ‘Towning
Around’ connected with
online users, mining
valuable insight thecentre used to sendtargeted messages
designed to increase
sales and visits.

KARRINYUP SWIM & RESORTBEACH PARADES
KARRINYUP SHOPPING CENTRE
KARRINYUP, AUSTRALIAMANAGEMENT COMPANY: AMP
CAPITAL INVESTORSOWNER: UNI SUPERTo create viral exposure
Karrinyup created aunique summertime
fashion event. By
taking 30 swimsuit-cladmodels carrying retailer
lollipop signs to thebeach for an impromptu
fashion show, thecentre generated
significant social media
posts and viral video
footage whilst clearly
capturing the attentionof mainstream media
and beach goers
who witnessed thespectacular event.

METRO CITY PLAZA XPOMPOMPURIN – CATCH PURINIF YOU CAN!
METRO CITY PLAZAHONG KONG
MANAGEMENT COMPANY:GOODWILL MANAGEMENT LTD.
OWNER: HENDERSON LAND
GROUP

Located in the heartof Tseung Kwan O’s
urban district, Metro
City Plaza (MCP) isa shopping complex
whose target audience
are young consumers
who pursue dynamic
lifestyles and live allover Hong Kong. In aneffort to increase traffic,
sales and appeal to theright target segment,
MCP launched acampaign ‘Catch Purin
If You Can’, featuring an
amusing, easy-to-playgame available bothonline and in-centre,that gave players an
opportunity to win
PomPomPurin gifts.

LETTERLANDNORTHLAND SHOPPING CENTRE
MELBOURNE, AUSTRALIAOWNER/MANAGEMENTCOMPANY: THE MERGEDNOVION AND FEDERATIONCENTRES GROUP

SHANGHAI JOY CITY CREATES
A MARKETING MIRACLE OF
SMART SOCIAL PLATFORM
WITH LOW INPUT AND HIGH
RETURNSSHANGHAI JOY CITY
SHANGHAI, CHINAOWNER/MANAGEMENTCOMPANY: COFCO LAND
LIMITEDIn a bid to kick-startearly Christmas
spending andencourage consumers
to choose Northlandover its competitors,
the centre launched
Letterland—aninteractive digitalapplication connecting
its shoppers directly
to the North Pole. In
a modern twist on
the traditional letter
to Santa, Letterland
delivered digital
initiatives that spoke tothe core market’s desire
for innovation, unique
shopping experiences
and love for digital.

Shanghai Joy City’ssmart social platform
innovatively combines
data from their official
website, WeChat
account, and App,to produce instantand synchronizedcommunications totargeted audiences. The
smart social platform
realizes synchronousand instantcommunication of salesdata, tenant informationand membershipmanagement systemthrough cross-platform
interaction both online
and offline with a Omnichannel marketing
platform.

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2015 Asia Pacific Shopping Center Awards

INTEGRATED DIGITALCAMPAIGNSGOLD AWARD WINNER

THE MINES SHORT FILM
COMPETITION
THE MINES SHOPPING MALL
DARUL EHSAN, MALAYSIA
MANAGEMENT COMPANY:CAPITAMALLS MALAYSIA REIT
MANAGEMENT SDN. BHD.
OWNER: CAPITAMALLS
MALAYSIA TRUSTThe Mines Short Film
Competition wasorganised by The
Mines in collaboration
with National Film
Development
Corporation Malaysia(FINAS), Malaysia’s
leading film agency
and authority. The
competition aimed tostrengthen the mall’s
branding by reachinga wider audience, inparticular avid social
media users. Via theonline submission ofan original short film,
road shows at targetedmarket areas, online
voting and a prize
presentation ceremony
this unique initative met
all objectives.

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BRIDE-TO-BE CONTEST
VIVIANA MALL
THANE WEST, INDIAOWNER/MANAGEMENTCOMPANY: SHETH DEVELOPERS& REALTORS I LTD

With over 600 entries,
Viviana Mall’s ‘Bride-toBe’ featured 20 finalists
competing to win
the ultimate wedding
experience. With online
being the only methodof entry, the competition
offered to pay for a total
wedding for 1 lucky
couple. Social media
sites captured thejourney from the pointof entry to the selectionof the lucky bride-to-be.

YANTAI JOY CITY SPRINGFESTIVAL RED ENVELOPESYANTAI JOY CITYYANTAI, CHINA
MANAGEMENT COMPANY:YANTAI JOY CITY CO. LTD.
OWNER: COFCO JOY CITY
PROPERTY LIMITED

Joy City’s Spring
Festival campaign used
a combined strategyof traditional media,
social media, andtechnology, to promote
their WeChat red
envelope and coupon
initiative to their desired
demographic. During
the Spring Festival,
nearly 100,000 people
participated in getting
red envelopes and over
40,000 people joined
getting card coupons.

MARKETING | CATEGORY ONE
2015 ASIA PACIFIC SHOPPING CENTER AWARDS

2015 Asia Pacific Shopping Center Awards

MARKETING POSITIONING& BRAND AWARENESS

VITA @ HARBOUR CITY – THE
NEW HOME OF BEAUTY
HARBOUR CITY
HONG KONG
MANAGEMENT COMPANY:
WHARF ESTATES LIMITEDOWNER: THE WHARF(HOLDINGS) LIMITED

Harbour City’stransformation of anadjoining office tower
into a beauty andwellness hub branded
as ‘VITA’, successfully
attracted more than 200
beauty brands to theprecinct. The successful
establishment of
the VITA precinct
has positively
enhanced the centre’s
brand positioning
facilitating competitive
differentiation.

WORLD CLASS EXPERIENCE
SIAM PARAGONBANGKOK, THAILAND
MANAGEMENT COMPANY: SIAM
PARAGON DEVELOPMENT AND
THE MALL GROUPOWNER: SIAM PIWAT

Siam Paragon’s WorldClass Experience
proposition was
taken to a whole newlevel by a unique
campaign solely
targeting top-spending
customers. The WorldClass Experience’s
competition gave
top customers theopportunity to win
one of two uniqueonce-in-a-lifetime
experiences—a Hong
Kong Gastronomy Tripor an opportunity towalk the Red Carpet
at the Cannes Film
Festival.

THIS IS OUR VILLAGE
ST MARYS VILLAGE SHOPPINGCENTREST MARYS, AUSTRALIAOWNER/MANAGEMENTCOMPANY: MIRVAC REALESTATE PTY LTD

The ‘This Is Our Village’rebrand campaign
featured more than
4,000 images of local
residents going about
their daily lives, who areproud to reside in thecommunity and shop
at St Marys Village.
The integration andengagement of thecommunity into thecentre’s repositioning
was at the core of thebrand strategy.

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MARKETING POSITIONING& BRAND AWARENESS
GOLD AWARD WINNERSCHOOL CAMPSTOCKLAND MERRYLANDSMERRYLANDS, AUSTRALIATURN UP AT U.P. TOWN CENTER
U.P. TOWN CENTERQUEZON CITY, PHILIPPINESMANAGEMENT COMPANY:STOCKLAND MERRYLANDSOWNER: STOCKLANDOWNER/MANAGEMENTCOMPANY: AYALA LAND METRONORTH INC.

Identifying an
opportunity to enhancecommunity positioning
and grow sales during
key periods; Stockland
Merrylands launchedthe ‘School Camp’programme offering avariety of interactive
children’s ‘camp
style’ entertainment
and activities. The
programme delivered
short term strategic
objectives and alinged
with the centre’s
family and community
positioning mantra.

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UP Town Center’sunique concept, thefirst University Town
centre in Metro Manila,
walks its talk whenit comes to being animportant part of thesocial lives of 76,000
university students in its
immediate trade area.
Marketing initiatives
are carefully craftedto ensure students
Turn Up at UP Town
Center. From events
to partnerships, art
installations andsocial media, students
are at the core of all
positioning efforts andbranding strategies.

KERRIE HESS FOR
WINTERGARDEN
WINTERGARDENBRISBANE, AUSTRALIAMANAGEMENT COMPANY: JLL
OWNER: ISPT

Wintergarden’s
collaboration with world
renowned celebrity
illustrator, Kerrie Hess,
facilitated the delivery
of a unique Springfashion campaign,
highly complimentarywith the brandpositioning of this CBD
centre. The campaign
integrated multiple
elements utilising an
innovative series offashion illustrations thatformed the foundationof the strategy, withtactics including a VIP
media launch,in-centre fashion
displays and multimedia
campaign.

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2015 ASIA PACIFIC SHOPPING CENTER AWARDS

2015 Asia Pacific Shopping Center Awards

PUBLIC RELATIONSAND EVENTSMOMPOWERMENT MAY
ABREEZA MALLDAVAO CITY, PHILIPPINESTHE GASTRONOMY FESTIVAL
AYALA MALLS
MAKATI CITY, PHILIPPINESMANAGEMENT COMPANY:AYALALAND INC. SUBSIDIARYOWNER: ACCENDOCOMMERCIAL CORP.

Described as amatriarchal society,
the Philippines is oneof the top countries
in the world where
women are more likely
to hold key positions ingovernment, business,and civil society. To
position Abreeza Mallas the home for female
leaders in Davao anda staunch advocate
of women’s rights, amonth-long campaign
was implemented.
The programme used
themes of genderequality, maternal
health and nutrition
in a month-longprogramme of eventsand advertising.

BURNSIDE VILLAGE MARKET
FEAST
BURNSIDE VILLAGEADELAIDE, AUSTRALIAOWNER/MANAGEMENTCOMPANY: COHEN GROUP

Expanding beyond
Spain for the first time,
Madrid Fusion, oneof the biggest foodevents in the world,
was held in Manila
in 2015. To reinforce
its position as thePhilippines’s premierdining destination,
Ayala Malls fully
supported the congress
through its ‘Gastronomy
Festival’ campaign.
Complementing Madrid
Fusion Manila, thisparallel series of events
placed the spotlight on
the country’s top chefs,
restaurants, and thediverse dining options
at Ayala Malls.

The Market Feast event
was staged to promote
the food retail & foodcatering merchandise
assortment in a unique
way and assist local
charities. ‘Market
Feast’ was an in-centre
customer event, using
retailer produce tocreate a four-course
meal cooked by alocal celebrity chef. A
portion of the ticket
sales supported local
charities. The event
created a memorable
customer experience aswell as PR attention andan increased presence
on social media.

VIVID SYDNEY AT CENTRAL PARKCENTRAL PARKCHIPPENDALE, AUSTRALIAMANAGEMENT COMPANY: JLL
OWNER: FRASERS PROPERTYAUSTRALIA AND SEKISUI
HOUSE LTD

Central Park’s first yearof participation in the‘Vivid Sydney’ night
lights event, brought
the centre to life with adynamic light projection
show, positioning
the centre as a key
destination in Sydney.
Utilising the mall andits outdoor spaces fornight markets, a pop up
bar and more delivered
strong growth in trafficand sales and PR.

MAMBO: 30 YEARS OF SHELFINDULGENCECENTRAL PARKCHIPPENDALE, AUSTRALIAMANAGEMENT COMPANY: JLL
OWNER: FRASERS PROPERTYAUSTRALIA AND SEKISUI
HOUSE LTD

The iconic Australiansurf and leisurewear
brand Mambo wasformed in Sydney
in the 1980s andhas continued tosuccessfully evolve overthe past 3 decades. To
celebrate 30 years inbusiness, Central Parkutilised a vacant space
to exclusively host in
Sydney the ‘Mambo:
30 Years of Shelf
Indulgence’ exhibition
generating exceptional
media coverage andpositioning the centre
as a key culturaldestination.

15

MARKETING | CATEGORY ONE
2015 Asia Pacific Shopping Center Awards

PUBLIC RELATIONSAND EVENTSGOLD AWARD WINNER

THE 25TH ANNIVERSARY OF
CRAYON SHINCHAN-CHAOYANGJOY CITYCHAOYANG JOYCITY
BEIJING, CHINA
MANAGEMENT COMPANY:
BEIJING HONG TAI JI YE REALESTATE CO., LTD
OWNER: COFCO

Chaoyang Joy City
teamed with comicbook giant Crayon
Shinchan to celebrate
their 25th anniversary
by hosting a two-monthlong art exhibition andstaging numerous incentre events attracting
widespread media
attention throughout
the campaign. The
programme targetedfamilies with children,
drawing awareness tothe pressures placed on
today’s youth.

16

MUST LOVE PETS: A VALENTINEPET SOIRÉE
EASTWOOD MALLQUEZON CITY, PHILIPPINESOWNER/MANAGEMENTCOMPANY: MEGAWORLDCORPORATIONIn demonstration of
its commitment toeducating pet owners
on responsible petownership, Eastwood
Mall pioneered a
pet-centered event
where pet owners andtheir pets had the rare
chance to celebrate andspend Valentine’s Day ina uniquely memorable
way. Must Love Pets:A Valentine Pet Soirée
was a monumental
success as it gathered
1,000 pet owners fromall over Metro Manila
with their pets revelingin fun and romancefilled activities andattractions.

THE CHRISTMAS OF HONG
KONG – ‘HARBOUR CITY STARRYCHRISTMAS 2014’
HARBOUR CITY
HONG KONG
MANAGEMENT COMPANY:
WHARF ESTATES LIMITEDOWNER: THE WHARF(HOLDINGS) LIMITED

Hong Kong’s first
Christmas theme song,
and an original musicaldrama performed by
local artists acrossvarious creative
disciplines, were two
initiatives unveiled
during Harbour City’s
Christmas campaign.
To truly differentiate
Harbour City, thecentre’s Christmas
decorations were
custom designed byHong Kong spatial andinterior designer AndyTong.

60 YEARS OF MADE IN ITALYPAVILION KL
KUALA LUMPUR, MALAYSIA
MANAGEMENT COMPANY:
PAVILION REIT MANAGEMENTSDN BHDOWNER: AMTRUSTEE BERHADFOR PAVILION REIT

To enhance the luxury
fashion positioning ofPavillion KL following
a difficult trading
period, a major, world
exclusive event wasdeveloped and staged
in Septmeber 2014. For
the first time in Asia
the ’60 Years of ‘Made
In Italy’ exhibition wascurated, showcasing 30
iconic Italian archived
fashion pieces anda series of highly
experiential events andexhibitions by iconic
luxury Italian houses.
The campaign delivered
excellent publicity
coverage and firmly
reinforced the centre’s
leadership fashion
positioning.

IMPRESSION OF HUISHENZHEN YITIANHOLIDAY PLAZASHENZHEN, CHINA
MANAGEMENT COMPANY:
SHENZHEN YITIAN HOLIDAY
PLAZA CO., LTD.
OWNER: YITIAN GROUP

Yitian Holiday
Plaza’s ‘Impressionof Hui’ created anauthentic cultural feast
through a large-scale
exhibition, on-site
artwork productions
by intangible cultural
inheritors, art treasures
exhibition, traditional
wedding show andaesthetic activities. All
cultural experienceswere designed
to showcase andcelebrate ancient
Huizhou architecture
and culture.

2015 ASIA PACIFIC SHOPPING CENTER AWARDSSILVER AWARD WINNER

THE BALVENIE CRAFT FAIR &WINTER PICNICSTRAND ARCADESYDNEY, AUSTRALIAHOOPS OF HOPE
SUNWAY PYRAMIDSHOPPING MALL
BANDAR SUNWAY, MALAYSIA

MANAGEMENT COMPANY:
IPOH MANAGEMENTSERVICES PTY LTDOWNER: GIC REAL ESTATEMANAGEMENT COMPANY:
SUNWAY REIT MANAGEMENTSDN BHDOWNER: RHB TRUSTEESBERHAD

The Strand
implemented a foodstrategy to highlightthe centre’s enhanced
provider offer. The
Balvenie Craft Fair &Winter Picnic, wasstrategically designed
to drive PR, sales andawareness. The fourday event activated a
European food market
across three levels
inviting customers to‘curate their own winterpicnic’ across nine foodstalls, then enjoy froma picnic seating area
created for the event inaddition to participate
in master classes held
hourly.

Sunway Pyramid’s ‘A
Hoopful Christmas’embraced the spiritof giving. Draped with
red velvet curtains andadorned with bright
lights, a wishing boothappeared mysteriously
in the centre for 10days, giving shoppers
the opportunity to wish
for a gift for their loved
ones without knowing
if their wishes could
come true. Travellingover thousands ofkilometres, the Hoopful
Christmas crew carried
with them meaningful
gifts of hope, surprising
many with the heartfelt
festive wishes from their
loved ones.

THE SHOPPES LUXURY RELAUNCH: DISCOVER YOUR KEY
TO A WORLD OF LUXURY
THE SHOPPES AT MARINABAY SANDSSINGAPORE
MANAGEMENT COMPANY: THE
SHOPPES AT MARINABAY SANDSOWNER: LAS VEGAS SANDSCORPORATION

To celebrate thecompletion of a major
remix and renovation,
The Shoppes at Marina
Bay Sands hosted a
grand one-night-only
re-launch event to firmly
consolidate the centre’s
iconic positioing asa premier shopping
destination. The event
showcased iconic
elements of the centre’s
mix at unique outposts
that guests discoveredat an array of locations
throughout the centre.

V CITY X MINI CREAM
WORLD CUP CARNIVALV CITYHONG KONG
MANAGEMENT COMPANY:
KAI SHING MANAGEMENTSERVICES LTD.
OWNER: SUN HUNG KAIPROPERTIES

V city’s 2014 World Cup
Campaign provided
an easily accessible
location for youngsters
and customers withlimited resources toenjoy live broadcastsof the FIFA World
Cup games for free.
To capitalise on the
additional traffic andcelebratory mood of thecentre’s visitors during
the World Cup, outpost,
events, competitions
and interactive games
were staged to enhancethe event’s appeal andcustomer spending.

17

MARKETING | CATEGORY ONE
2015 Asia Pacific Shopping Center Awards

SALES PROMOTION/
TRAFFIC ACTIVATIONGOLD AWARD WINNER

THE BIG DAY OFF
BIRKENHEAD POINT OUTLETCENTREDRUMMOYNE, AUSTRALIABROADWAY’S CHRISTMASCRUSADER CAMPAIGN
BROADWAY
BROADWAY, AUSTRALIACENTRAL PARK BECOMES A
SUMMER PLAYGROUNDCENTRAL PARKCHIPPENDALE, AUSTRALIAEAST POINT CITY ‘WOOLLYWONDERLAND’
EAST POINT CITY
HONG KONG

RM1.8MILLION GIFTS OFPROSPERITYPAVILION KUALA LUMPUR
KUALA LUMPUR, MALAYSIA

MANAGEMENT COMPANY:ABACUS PROPERTY SERVICES
AND MIRVACOWNER: MIRVAC REAL ESTATEPTY LTDMANAGEMENT COMPANY:MIRVAC REAL ESTATE PTY LTDOWNER: MIRVAC GROUP/THE
PERRON GROUPMANAGEMENT COMPANY: JLL
OWNER: FRASERS PROPERTYAUSTRALIA AND SEKISUI
HOUSE LTD

MANAGEMENT COMPANY:
SUN HUNG KAI REAL ESTATEAGENCY LIMITEDOWNER: SUN HUNG KAIPROPERTIESMANAGEMENT COMPANY:
PAVILION REIT MANAGEMENTSDN BHDOWNER: AMTRUSTEE BERHADFOR PAVILION REIT

To encourage early
Christmas shoppingwith a promise of
beating the rush! The
Big Day Off campaign
was implemented
during November
2014. The campaign
encouraged thetarget audience toshop early and takea day off to do their
Christmas shopping
mid-week. During the
campaign, customers
were rewarded withincentives including
special offers, free
weekday parking anda free Christmas giftwrapping service.

Broadway Shopping
Centres Christmas
Crusader Campaign
was created specificallyin response to
consumer research
revealing customer
likes and dislikes at
Christmas. In responseto the research,
Broadway introduced
six very uniqueand non-traditional
Crusader Ambassadors.
Each ambassador
represented andprovided a shopper
services to deliveron the consumer
advertising proposition‘Broadway is yourChristmas Crusader’.

Central Park positioned
itself as a key lifestyle
destination in Sydney atthe commencement of
Spring 2014 through amultichannel ‘Summer
Playground’ campaign
held in September andOctober. The campaign
enhanced the ambientqualities of the centre
and a programme of
events was executed,
supported by a numberof tactical initiatives
driving retail spending.

Positioning itself asa family destination
shopping mall,
East Point City has
been committed torolling out numerous
family-oriented art
programmes that sparkchildren’s creativity.
Celebrating the Yearof the Sheep in an
innovative and artistic
way, East Point
City joined forces
with The Woolmark
Company and local
felt artist, Debbie
Leung, to launch awhimsically creative
campaign called‘Woolly Wonderland’.
Embracing all things
wool from fashion to
furnishings the event
delivered sales, traffic
and media attention
across the region.

Following a difficult
trading year in Malaysia
and a downturn intourism, urgent andstrong action was
required. More than
35,000 shoppers
participated in Pavilion
KL’s ‘RM1.8 Million Gifts
of Prosperity’campaign
staged in conjuntion
with global brand
Crabtree & Evelyn.
Offering customers
gifts and prizes basedon sales, resulted in apositive sales and traffic
trend throughout the
campaign.

18

2015 ASIA PACIFIC SHOPPING CENTER AWARDSSILVER AWARD WINNERSUNNYBANK $2 FOOD TRAILSUNNYBANK PLAZABRISBANE, AUSTRALIASUMMER PUNCH
THE GALERIESSYDNEY, AUSTRALIASTYLE WORKOUTWESTPOINT SHOPPING CENTRE
SYDNEY, AUSTRALIAMANAGEMENT COMPANY:RETAIL FIRST PTY LTDOWNER: YFG SHOPPINGCENTRES PTY LTD

MANAGEMENT COMPANY:
IPOH PTY LTDOWNER: GIC REAL ESTATEPTE LTDOWNER/MANAGEMENTCOMPANY: QIC

Sunnybank Plaza isaffectionately dubbed
the ‘real Chinatown’ of
Brisbane, located just
12km from the Brisbane
CBD. The centre has
evolved with the local
demographic, now
boasting Brisbane’s
most authentic
Asian dining andentertainment offer. In
an Australian first, theSunnybank $2 Food
Trail was created to takevisitors on a culinary
adventure. Food lovers
from all over South-East
Queensland convergedon the precinct tograze on a huge variety
of $2 mini-dishes,
showcasing a range oforiental cuisines, while
enjoying live music,
traditional dancers andentertainment.

The Galeries
strategically developeda Christmas campaign
with a point ofdifference. In 2014 thetheme was inspiredby a trendy take on
fruit prints. ‘Summer
Punch’ aimed tocreate cut-through in acluttered market with aninnovative, multilayered
campaign and colourfulcelebration of summer.
Results proved
the centre’s target
customers enjoyed abreak from tradition!

With the use of a 20foot converted shipping
container, Westpoint
became home toa unique 11-day
installation celebratingfashion, lifestyle andurban culture; mixing
street style with sneakerculture and a series ofinteractive activations
that resonated with theCentre’s customers.
Westpoint’s ‘Style
Workout’ Autumn
Winter fashion
campaign featured
a unique in-centre
installation celebratingfashion, lifestyleand urban culture,
combined with aseries of interactive
activations.

WINTERGARDEN CHRISTMASGIFT BOXWINTERGARDENBRISBANE, AUSTRALIAMANAGEMENT COMPANY: JLL
OWNER: ISPT

Wintergarden’s
Christmas Gift Box
experiential campaign
creatively encompassed
the concept of gift
giving, whilst capturing
the excitement of
Christmas morningfor each and every
participant. The centre
worked closely with adesigner to develop
creative collateraland an activation
point surrounding
the concept of gifting
through the visual
representation of a gift
box across all campaign
collateral.

19

DESIGN AND DEVELOPMENT | CATEGORY TWO
2015 Asia Pacific Shopping Center Awards

NEW DEVELOPMENTS
GOLD AWARD WINNER SILVER AWARD WINNER

CHENGDU IFSCHENGDU, CHINATOTAL RETAIL SPACE:
210,000 SQM
NUMBER OF STORES: 254
DEVELOPER: THE WHARF(HOLDINGS) LIMITEDDESIGN ARCHITECTS: BENOY LTD.
PRODUCTION/EXECUTIVEARCHITECTS: LWK & PARTNERS(HK) LTD

This premieredevelopment
incorporates two
premium Grade-A office
towers, a five-star hotel,
and high-end residential
properties with aflagship shopping
centre at the heart ofthe complex. With acomprehensive mixof international luxury,
designer fashion,and lifestyle brands,
combined with diverse
food and beverage
options, recreational,
public event, andentertainment
amenities, Chengdu
IFS has become aprominent landmark
destination at the apexof one of China’s most
historical cities.

20

CHINA OVERSEAS PLAZAUNIPARKJINAN, CHINATOTAL RETAIL SPACE:
8,640 SQM
NUMBER OF STORES: 34
DEVELOPER: CHINA OVERSEASHOLDINGS, LTD.
DESIGN ARCHITECTS: JERDE,CALLISON (INTERIORS)The Plaza-Unipark
Jinan is a mixed-use
regional city complex
with a landmark 33-level
office tower and fivelevels of integrated
commercial space. The
complex includes newto-market retail shops,
destination restaurants,
a supermarket,
department store, anda 7-screen cinemawith a 340-seat IMAX
experience. Extensive
landscaped plazas andopen space incorporate
community event
areas, pocket parks,
water features and an
ice rink. This dynamic
social environment
harmoniously combines
shopping, leisure andwork space with a richcollection of publicamenities.

SILVER AWARD WINNERFAIRVIEW TERRACESQUEZON CITY, PHILIPPINESLERTHAI CENTERSHIJIAZHUANG, CHINATOTAL RETAIL SPACE:
60,000 SQM
NUMBER OF STORES: 316
DEVELOPER: NORTH VENTURESCOMMERCIAL CORPORATIONDESIGN ARCHITECTS: BENOYPRODUCTION/EXECUTIVEARCHITECTS: GF AND
PARTNERS ARCHITECT, CO.

TOTAL RETAIL SPACE:
71,500 SQM
NUMBER OF STORES: 303
DEVELOPER: LERTHAICOMMERCIAL REAL ESTATEGROUP
DESIGN ARCHITECTS: JERDE

Fairview Terraces is afive-storey mixed-use
retail development
located within a lush
central garden and alandscaped promenade,with escalators thatseamlessly connect thegardens to the innerretail areas.
Themed retail zones
surround the courtyard,
focusing activity
towards the core andpockets of activity
areas throughout thecomplex. The gardencentric design, flexible
activity areas, andaccessible circulation
make this a unique andintimate urban oasis
within the city.

Located in downtown
Shijiazhuang, The
Lerthai Center
integrates hotels,
offices and apartments,
with extensive
retail, dining, andentertainment offerings,
including a 13,000
sqm ‘Sky Garden’.
The architecture anddesign accomplishes
twin goals: It provides
an accessible yet iconic
addition to the city’s
emerging commercial
landscape, while also
connecting and fitting inwith the project’s urban
fabric.

2015 ASIA PACIFIC SHOPPING CENTER AWARDSSUSTAINABLE
GOLD AWARD WINNER

THE PONDS SHOPPING CENTRE
SYDNEY, AUSTRALIAV CITYHONG KONG

TOTAL RETAIL SPACE:
7,000 SQM
NUMBER OF STORES: 27
DEVELOPER: AUSTRALAND
PTY LTDDESIGN ARCHITECTS: NH
ARCHITECTURE

TOTAL RETAIL SPACE:
24,982 SQM
NUMBER OF STORES: 121
DEVELOPER: SUN HUNG KAIPROPERTIESDESIGN ARCHITECTS: BENOYPRODUCTION/EXECUTIVEARCHITECTS: RONALD LU& PARTNERS (HONG KONG)
LIMITED

The Ponds
Shopping Centre is acontemporary, stateof the art, retail, dining
and social hub boastingover 25 specialty
stores, cafes andrestaurants including
high profile retailers
Woolworths & BWS, in
addition to over 7,000
sqm of retail, food andservice outlets. A leader
in environmentally
sustainable design, thePonds Shopping Centreis the first and only 6
star Green Star rated
shopping centre as
certified by the Green
Building Council ofAustralia.

V city’s lifestyle-oriented
mall strategicallylocated above atransport hub in Tuen
Mun, has links to the
Town Centre, publicparks and otherresidences, and draws
approximately 130,000
visitors each day. Theinteriors mimic nature—they are curved,
sun-lit and accented
by LEDs. This is a newurban design concept,
creating a fluid,‘hyperweb’ that weaves
the existing urban
fabric with the new togenerate the greatest
possible synergy.

21

DESIGN AND DEVELOPMENT | CATEGORY TWO
2015 Asia Pacific Shopping Center Awards

RENOVATIONS/EXPANSIONSGOLD AWARD WINNERSILVER AWARD WINNER SILVER AWARD WINNERAYALA CENTER CEBU
CEBU, PHILIPPINESLOK FU MARKET
HONG KONGOYAMA YUEN HARVEST WALKOYAMA-SHI, JAPANTOTAL RETAIL SPACE:
134,997SQM
NUMBER OF STORES: 148
DEVELOPER: CEBUHOLDINGS, INC.
DESIGN ARCHITECTS: ALTOON +PORTER ARCHITECTS
PRODUCTION/EXECUTIVEARCHITECTS: GF & PARTNERS
ARCHITECTSTOTAL RETAIL SPACE: 1,897 SQM
NUMBER OF STORES: 141
DEVELOPER: THE LINKMANAGMENT LIMITEDDESIGN ARCHITECTS: GREIG &STEPHENSON (UK)PRODUCTION/EXECUTIVEARCHITECTS: FRUIT DESIGN &BUILD LIMITED (HK)TOTAL RETAIL SPACE:
787,512 SQM
NUMBER OF STORES: 65
DEVELOPER: JAPANRETAIL FUND INVESTMENTCORPORATIONDESIGN ARCHITECTS: JTQ INC.
PRODUCTION/EXECUTIVEARCHITECTS: NOMURAPRODUCTS CO., LTD.

Ayala Center Cebu’s
new expansion winghouses an extensive
combination of local
Cebuano retailers andworld-class offerings
within a modern
and graceful façadethat personifies thecosmopolitan city. The
overall ambiance is
upscale but welcoming,reflective of the
Cebuano culture—bright but warm lighting;high ceilings and wide
hallways create asense of airiness andspaciousness.

Lok Fu Market’s
recent renovation of
the centre’s old andaged food market,
provides a wealth ofconvenient and updated
facilities to better
serve the more than
70,000 neighbourhood
residents. This new
generation fresh market
helps sustain thegrocery retail sector
and attracts a younger
clientele.

The extensive
reconstruction of theHarvest Walk landscapeinnovatively encourages
pedestrian circulation
throughout, offeringresidents and tenantsa unique and active
lifestyle complex. Twowalking paths wereintroduced along withfour characteristic open
spaces promoting an
enjoyable shopping
experience while
strolling among storesin the park.

22

SM MEGAMALL
MANDALUYONG CITY,PHILIPPINESTOTAL RETAIL SPACE: 474,224 SQM
NUMBER OF STORES: 937
DEVELOPER: SM PRIMEHOLDINGS INC.
DESIGN ARCHITECTS:
ARQUITECTONICAPRODUCTION/EXECUTIVEARCHITECTS: W.V.COSCOLLUELA& ASSOCIATESSM Megamall’s newest
wing includes an event
hall, a comprehensive
retail fashion mix,
a food hall, and an
entertainment centre
comprising an ice rink,bowling alley, and IMAX
and Director’s Club
theatres. Its semicircularform represents a
break from the original
rectilinear mall: asofter, yet noticeable
geometric shape which
stands out in its dense
urban context, and bothvisually and physicallycreates some muchneeded space aroundthe mall.

RETAIL | CATEGORY THREE
2015 ASIA PACIFIC SHOPPING CENTER AWARDS

2015 Asia Pacific Shopping Center Awards

NEW RETAILCONCEPTSSILVER AWARD WINNERCHAOYANG JOY
CITY-JOY YARD
BEIJING, CHINA

With an overall
reconstruction of
their 5th and 6th floor
level parking lots,
Chaoyang Joy City-Joy
Yard’s ‘lifestyle space’harmoniously combines
elements of business,art, culture, ecology,
and nature.

LIANG SHI JUTIANJIN, CHINA

Tianjin Joy City’s ‘Liang
Shi Ju’ innovatively
attracts online users
to log onto the app
to accumulate points
with purchases, whilst
directing them to thecentre to redeem theirgifts and attend retailer
events.

23

2015 Asia Pacific Shopping Center Awards

AWARD
CATEGORIESTRADITIONAL MARKETING
Advertising: Strategic communications that advertise a shopping centre orcompany to its target market(s). This may include efforts in a single medium or
those in a multimedia series or campaign.

MARKETING
DESIGNRETAIL
AWARDS

Business-to-Business (B2B): Marketing communications initiated by a
shopping centre and directed to other businesses (not consumers), such asretailers, specialty retailers, trade groups, investors, suppliers or other targetedcommercial interests.
Cause Related Marketing: A single or ongoing event, programme or projectthat primarily benefits a charitable or community need, interest or cause.
Emerging Digital Technology: The most current and innovative use of
website, mobile, interactive or any other online component that creates abrand experience.
Grand Opening, Expansion & Renovation: A comprehensive marketing
campaign intended to introduce or reposition a new, expanded or renovatedshopping centre.
Integrated Digital Campaigns: Programmes consisting of an integrated online,
digital or social media campaign executed as a significant component of an inmall event or sales promotion.
Marketing Positioning and Brand Awareness: This category is for sustained
and consistent marketing campaigns that contain multiple integrated elementsthat are implemented to position an overall centre or a merchandise category
within a centre to its target audience.
Public Relations & Events: A planned public relations programme, event or
initiative intended to primarily benefit the commercial interests of a shopping
centre or company.

DESIGN & DEVELOPMENTThe Design and Development category recognises retail properties for theiroverall design qualities and creativity in development, through renovation or
expansion of an existing property or in innovative design of a new retail project.

RETAIL
This Retail Store Design category recognises how professional store design
contributes to the success of the retail industry and the Retail Design Concept
category recognises innovative and creative new retail concepts.
ICSC Asia
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Email: sxu@icsc.org

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