Professional Brand and Identity Design

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  • Topic: Shopping mall, Kai Tak Airport, Kowloon Walled City
  • Pages : 9 (2583 words )
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  • Published : May 14, 2013
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Professional Brand and Identity Design

1. Background Geographical Location Historical History Circulation Design of KCP Transformation Configuration The design concern 2. Target audience Demographic Psychographic Analysis Prosona Their needs of a plaza Brand design - concern 3. SWOT SWOT with KCP 4. Rebranding direction K11 Future Design Direction


Kowloon City Plaza is located at Kowloon which is near the Kowloon Walled City Park. Majority buildings are residential area and most of the building are short because of the old Hong Kong Kai Tak International Airport. There are no MTR but only bus and mini bus as public transport. According to the research of 2011 Population Census, there are around 27,062 of people from 25 to 30 aged are living in Kowloon City region. The average age is 42 years old. There were around 6% of 25-30 ranged aged group only 1210people. This is a small group of people. That means Kowloon City is a quiet old region.



1993 – KCP was established by Paliburg Holdings Limited. 1998 – It was planned to re-established into hotel, but the plan was rejected by Town Planning Board. 2002 – Paliburg Holdings Limited was under debt. Paliburg put bonds in pledge for a loan to its department Bondholders . 2004 – Pamfleet acquired Kowloon City Plaza 2005 – KCP was underwent a renovation Pamfleet with ninety million HKD. 2007 – It finished the renovation and re-established itself on 26 January, 2007. 2008 – Pamfleet transferred the ownership to Early Light International.


The Hong Kong Kai Tak International Airport was located near KCP before year 2008. The old airport made Kowloon City as one of the crowded district. The Kowloon Walled City Park is the sightseeing spot of that district, therefore people may go to KCP to have shopping after visited the park. Kowloon City has many restaurants spread over a number of blocks and it is regarded as “Food District”. After the renovation, the shopping mall offers over 400 car-parking spaces which is the only parking place in Kowloon City. These are the factors to improve the circulation of KCP. However, the Hollywood Plaza was established in 1997 and the Festival Walk was established in 1998. These 2 shopping malls declined the population flow of KCP. In 1998, the closing of the Hong Kong Kai Tak International Airport made the population of that district even more less.


The Kowloon City Plaza is designed by Aedas Architects which aimed to design a clean and modern environment for retailers and shoppers. The focus and signature space of the New KCP is the cool white atrium with its distinctive floor pattern and restaurant court. The glass wall allows natural light penetrates into the atrium and glazes the views of greenery of Kowloon City Park. KCP also installs numbers of lifts and the extension of the second atrium radically improve the centre's circulation.

CONFUSED COLOR THEME – The color scheme of KCP is
mainly in white and green which is to create a fresh and clean mood. However, there are too many other colors such as red and purple This makes the shopping mall lost its color theme and unity.


Basement 2 and 3: Car park. Basement 1: Main exhibition venues, leisure services and restaurants. Lower Ground: Restaurants Upper Ground: Fashion stores and Beauty stores. 1st Floor: Fashion stores. 2nd Floor and 3rd Floor: AEON department store and supermarket. 4th Floor: Fu Yuen Seafood Restaurant and the Neway karaoke. 5th Floor: Car park.

Each floor has its sign and there is a icon printed on the sign which is irrelevant to its floor theme and facilities. For instance, the theme of 1/F is “Fashion World”, but there is a animal icon printed on the sign.

The facilities decoration design and the ceramic tiles are not united. For instance, there is...
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