Pacific Place undergoes Monocle treatment

Swire Properties and Winkreative, the creative firm under Monocle magazine, have struck a custom publishing deal for the newly refurbished Pacific Place.

Under the partnership Winkreative will publish a custom title My Place, focusing on the lifestyle aspects of Pacific Place, with interviews of prominent tenants, leading fashion buyers and tips on Hong Kong's nightlife.

Some 20,000 copies of the title will be distributed to Pacific Place's top clients three times a year and Winkreative will manage all aspects of production, photography and advertising sales.

The magazine is edited by Liv Lewitschnik, who heads Monocle's Hong Kong bureau.

Christopher Heywood, senior portfolio manager at Swire Properties, said the magazine seeks to highlight the renown brands Pacific Place carries.

"Nothing could complement the revamp of Pacific Place better than a new magazine celebrating the luxury shopping experience it offers," he said.

The deal also marks the growth of Winkreative in Asia, which has hired Belinda Huang to lead its projects as account manager.

Winkreative was founded in 1998 by Tyler Brûlé as a creative agency spin off from Wallpaper* magazine. The company today employs more than 40 staff across 11 countries.

Other projects for Winkreative and Swire Properties include a series of projects for Opus Hong Kong, Frank Gehry's first residential project in Asia, which is nearing completion at 53 Stubbs Road, The Peak.