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Hires, Wins & Business

Brand Union Wins Pitch for Shanghai DreamCenter

staging.lbbonline.com, 2 years, 11 months ago

BU will lead positioning, naming, brand architecture & visual identity

Brand Union Wins Pitch for Shanghai DreamCenter

Brand Union has been appointed the official brand agency for Shanghai DreamCenter, the flagship project of the West Bund Media Port in Xuhui District and one of the largest cultural investment projects in China.

A complete lifestyle destination, DreamCenter will offer a unique combination of arts, culture, entertainment, lifestyle, retail and F&B. Measuring 463,000sqm, DreamCenter consists of 12 unique art, cultural and entertainment venues that will welcome top shows and performers from around the world. Construction of the project commenced earlier this year and is expected to be completed in 2017.

The DreamCenter project is a joint collaboration between the Hong Kong Lan Kwai Fong Group, DreamWorks Animation SKG and CMC Capital Partners, with China Development Bank Capital Corporation Ltd as the lead financial partner. 


Brand Union will be leading the creation of the DreamCenter brand, including positioning, naming, brand architecture and visual identity. Brand Union won a competitive pitch to be awarded the unique project.

DreamCenter’s key features include “Dream Avenue” Cultural Theatre District, comprising multiple theatres and music halls; the headquarters of Oriental DreamWorks, which is set to become Asia’s top animation production base; a 500-seat IMAX Cineplex; and a Lan Kwai Fong Entertainment and Lifestyle District.

Commenting on the win, Benedict Gordon, Managing Director for Brand Union Hong Kong said, “We are excited to be the chosen brand agency behind the creation of the new Shanghai DreamCenter. We look forward to helping define, create and curate the moments of interaction that are essential for the brand to thrive today and beyond – not only bringing the world to Shanghai, but also taking Shanghai to the world stage.”