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Brand Union bags Shanghai DreamCenter

Brand Union has been appointed the brand agency for Shanghai DreamCenter, an arts, culture, entertainment, lifestyle, retail and F&B hub in Shanghai’s Xuhui District to be completed in 2017.

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

Spanning 463,000 square metres, DreamCenter will be made up of 12 art, cultural and entertainment venues such as theatres and music halls.  It will also house the headquarters of animation production office Oriental DreamWorks and a Lan Kwai Fong entertainment and lifestyle district.

Brand Union will lead the creation of the DreamCenter brand including positioning, naming, brand architecture and visual identity.

“We look forward to helping define, create and curate the moments of interaction that are essential for the brand to thrive today and beyond,” Benedict Gordon, MD at Brand Union Hong Kong, said.

Source: Press Release

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