DIGITAL REINVENTION — Pacific Place
The Style Sheet
Compelling web and social content that draws online and physical traffic to Hong Kong’s premier retail destination
Pacific Place, part of Swire Properties, is Hong Kong’s premier luxury mall, designed by Wong & Ouyang and rejuvenated by Thomas Heatherwick Studio.
The mall had published a print magazine, My Place, for some years, but felt that switching to digital content would bring key benefits including improved outreach, agility and analytics. In 2017, they engaged Fifth Black as their content provider, and we worked with the Pacific Place team as well as their website design agency and our own digital consultants to provide a complete service package.
The Style Sheet is a quarterly online magazine in English, Traditional Chinese and Simplified Chinese that covers fashion and lifestyle topics that may be directly related to the mall or of general interest to a cosmopolitan, informed audience. All content is created, managed and uploaded by Fifth Black, with content approval provided by Pacific Place.
In 2019, we also began to provide social media content for Pacific Place and Starstreet Precinct, in two distinct verbal and visual voices, and as of 2020, we provide a full social media management solution including posting, daily social listening and monthly reporting.
Results
We have tripled Pacific Place’s web traffic, and improved its social media outreach to its core audiences for both the mall and Starstreet Precinct, continually improving brand engagement. We continue to work closely with the team to scale and improve our offering.
