Branding the most iconic shopping mall in Beijing

Tai Koo Li


Tai Too Li is a huge shopping mall developed by Swire in Beijing and Chengdu. It provides shopping, leisure, arts, entertainment for the integration of humanities fashion remit.

The architects were inspired by the hutongs and siheyuan courtyards from Chinese tradition buildings. They took the shape and modernised it to this era. 


‘Li’ in Chinese means lane and are rich in connotations. It represents friendship, neighbourhood and connection. This design used a simple concept about connection to link up with the three Chinese characters. In order to keep a high level of brand consistency, all other brand applications including way findings and stationaries were developed by a simple thin line.