Sun Hung Kai Properties Limited (SHKP) continues to enhance  customers’ shopping experience by perfecting the application of technology, design, service and promotional programmes of its shopping malls to keep pace with market trends.   The company's efforts were recently acknowledged at the 2018 ICSC China Shopping Centre and Retailer Awards, with seven SHKP malls earning prestigious honours at the big event that was closely watched by industry players from around the world.  The IGC mall in Guangzhou and East Point City in Hong Kong took gold in the New Development and Emerging Technology categories respectively while APM, MOKO, Landmark North, Mikiki and PopWalk won silver awards.  These awards are a testament to SHKP malls’ widespread acclaim from not only customers but also the retail industry across the Greater China area.  

Guangzhou IGC offers prestigious sophisticated lifestyle

The IGC mall in Guangzhou won gold in the New Development category for its architectural design that harmoniously integrates commerce, nature and humanities to create a truly distinctive appeal.  Its multi-faceted exterior resembles a diamond, allowing in abundant natural light that blends perfectly with the soft interior lighting for a translucent aura.  The design allows shoppers and diners to relax in a cozy environment. Sun Hung Kai Development (China) Southern China General Manager Sam Lai said: “IGC features the latest technologies for shopping malls plus a stylish and artistic design together with a prestigious tenant mix and exceptional service.  Such elements enhance customers’ shopping experience and promise an ideal retail space. This latest award is another proof of the recognition that IGC has earned from the industry and the market.  Looking forward, we will continue to improve our operations and management to achieve even better performance.”

East Point City integrates technology with art to bring children’s works to life

East Point City presented the 3D Goldfish Alive digital installation during Chinese New Year last year, earning the mall a gold award in the Emerging Technology category.  The installation converted children’s paintings of goldfish – a symbol of fortune and auspiciousness – into 3D animations, which were then projected onto a giant virtual aquarium, creating scenes of the goldish swimming joyfully.  Paintings of the children were brought to life, allowing them to experience the joy of creative work.  This programme received extensive media coverage and helped bolster the performance of East Point City, which recorded year-on-year increases of 8% in footfall and 7% in turnover.  Sun Hung Kai Real Estate Agency General Manager (Leasing) Fiona Chung said: “We are grateful for the industry’s recognition and the support from our customers.  SHKP malls will continue to stay current with market trends and take advantage of the latest technologies to roll out more captivating and creative promotional programmes.  Our objective is to bring more refreshing shopping experience to customers.”

Diverse themed programmes at Landmark North, Mikiki and PopWalk boost traffic

Landmark North took silver in Emerging Technology while Mikiki and PopWalk were silver award recipients in the Marketing category.  The three malls introduced themed programmes to offer unconventional experience to shoppers and boost footfall.  Landmark North collaborated with WeChat to introduce the first Online-to-Offline WeChat Café and provide special offers to WeChat Pay Hong Kong users as a token of gratitude for trying the mobile payment system.  The Mikiki x Street Fighter 30th Anniversary campaign was the largest of its kind in Hong Kong and evoked a bright bygone era of game centres while reproducing legendary video game scenes.   PopWalk staged the world’s first Little Prince craft market after its second and third phases opened last year, featuring a series of events promoting the  deep affection for The Little Prince across the city.  The marketing events of these malls resulted in notable increases in both footfall and turnover. 

APM embraces technology to increase customer engagement

APM won the silver award in the Emerging Technology category for its 360-degree digital basketball court, the first of its kind in Hong Kong.  Integrating digital technology with sports elements, the campaign employed motion-sensing technology that launched the city’s craze for experiencing the feel of taking basketball shots in the mall.  SHKP (China) Executive Director Maureen Fung remarked: “We are in an era of big data and APM has been flexible enough to adapt to the new economy.  The mall persistently employs interactive technologies to engage customers, providing them with new interactive and comprehensive experiences in shopping and entertainment.  With a view to offering customers a convenient and distinctive shopping experience, APM’s promotional events and customer service continue to feature elements of innovative technology.  These initiatives have earned us awards and accolades from across the industry.  We will continue to strive for excellence, including keeping a close eye on market trends and leveraging digital technology to meet the needs of the young generation and enhance customers’ shopping and leisure experience.”

Large-scale renovation of MOKO brings new perspectives

The Group’s extensive renovation of MOKO was recognized with the silver award in the Design and Development (Renovation/Expansion) category.  The layout of the renovated MOKO was meticulously planned to stimulate traffic on each floor and strengthen the synergy among different tenants.   With the aim of rearranging the space, MOKO started its reconfiguration from the atrium, making it the focal point and intersection of different areas.  This was complemented by special lighting and patterns to create a more graceful setting.   The team took inspiration from nature, developing a design that blended conceptual trees, leaves, petals, rivers, clouds and stars to convey the notion that nature and urbanization can coexist in harmony.  MOKO offers new perspectives on shopping and has had a positive impact on Mong Kok, one of Hong Kong’s major shopping areas.  

The 2018 ICSC China Shopping Centre Awards were organized by the International Council of Shopping Centers (ICSC), the industry’s most prestigious international retail real estate association.  This year’s programme received entries from over 110 large-scale developers and retailers across China in an intense competition for major awards.  Entries were rigorously assessed by a panel of judges comprised of industry professionals from different fields.  The programme was designed to recognize excellence, innovation and creativity within the retail real estate industry in mainland China, Hong Kong, Macau and Taiwan while honouring outstanding achievements in marketing, social media as well as design and development.