In the wake of Chengdu’s 2021 property boom, new developments began flooding the market, intensifying competition and shifting the city’s cultural and commercial landscape. Destinations like Swire Taikoo Li brought fresh momentum, but also fierce rivalry. Chengdu IFS, once the city’s cultural and commercial centrepiece, needed to reawaken its presence. Not just to compete, but to reclaim its role at the heart of Chengdu’s identity.

We were invited to lead that transformation. To craft the brand strategy. To design the super identity. To refine the experience and ignite a cultural current that could resonate with the people of Chengdu. Rooted in pride and place, our rallying cry “I am CHENGDU, I am HERE” became a powerful declaration of belonging. A voice that spoke to the city’s rhythm and the confidence of its people.

We reimagined Lawrence Argent’s geometric panda, not merely as a sculpture, but as a powerful symbol. Its interwoven lines became a metaphor for connectedness, the convergence of culture, community, and creativity. An icon of style, creativity, and playfulness, it marked a turning point for Chengdu IFS, now a living canvas where fashion, art, music, and imagination collide. Inside our flagship store, exclusive merchandise and a custom-designed mahjong set paid homage to the city’s flair, pride, and distinct cultural rhythm, while opening the door to the world beyond.

This evolution has not only boosted foot traffic but also strengthened our physical presence, showcasing the power of experience design in forging lasting emotional bonds. “I am HERE” is more than a statement. It is a bold affirmation of Chengdu’s dynamic lifestyle, positioning Chengdu IFS as the unrivalled center of urban sophistication and cultural exchange.