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 sets shopping, leisure, arts, entertainment for the integration of humanities fashion remit.

The architects were inspired by the hutongs and siheyuan courtyards from the Chinese tradition while the buildings are very modern in shape.


‘Li’ in Chinese means lane. The connotations of ‘Li’ in Chinese are rich. 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 consistence, all other brand applications including way findings and stationaries were developed by a simple thin line.