Client
Wanda
Agency
Wordsearch
Deliverables
Strategy / Brand / Print / Online / Digital / Onsite / Advertising / Photography

Overview
One Beverly Hills is a luxury residential and hotel development on the site of a former department store adjoining LA Country Club. The plot was acquired by Wanda — one of China's biggest success stories — after a previously planned development had taken heavy losses during the global credit crunch. Richard Meier & Partners' stunning designs opened the 190 residences to the Country Club, with internal and external spaces flowing seamlessly throughout the scheme.

Brief
Wanda were relatively unknown beyond Asia, and this project offered an opportunity to introduce themselves and their hotel brand, Wanda Vista, to the US West Coast. The challenge was to identify and target the market, then develop a brand, identity and collateral suite to market 190 luxury residences — from one-bedroom apartments to multi-level penthouses — whilst announcing the Wanda Vista Hotel.

Response
We developed a strategy and brand idea: "a life enriched by light and space." A sleek identity system was created with a classic "1" monogram at its core. The "colourless" brand was white where possible — interacting with imagery in a style synonymous with Meier's architecture and the Southern California aesthetic. I arranged and art-directed the location shoot to curate the phase 1 image library, rolling it out into print and digital for the teaser stages. Sadly, in 2017 the Chinese government curtailed overseas investment and Wanda were forced to sell. Norman Foster is currently attached for investors Cain International and developers Alagem Capital Group.