Eight Partnership Hong Kong creates new-gen residential brand for Sun Hung Kai
Eight Partnership Hong Kong has created TOWNPLACE, a new brand for Sun Hung Kai Properties, a Hong Kong-based developer well-known for being ahead of the curve in quality and design.
The bold, new residential concept caters directly to the aspirations of modern, millennial-minded professionals and Eight Partnership brought this new concept to life with the name, TOWNPLACE, which captures the energy of chic city living and working with a clever play on the idea of “ownership” expressed through the design of the logo.
The core concept behind TOWNPLACE is that each resident, whether staying for a month or years in three different leasing options. Serviced Apartments, Furnished or Unfurnished Apartments, so that residents can fully own their urban lives from customising their own space from a menu of interior styles and services, to enjoying their own privacy within their units, to creating their own community through new friends they meet at TOWNPLACE.
The two debut locations have been chosen with the cosmopolitan young professional in mind, the first is in vibrant Kennedy Town, known for its exciting dining scene and harbour front views, while the second is in SoHo, Hong Kong’s original entertainment district. With their buzzy addresses, both locations allow residents to feel instantly part of a community both within TOWNPLACE and in their surrounding friendly neighbourhoods. This is further enhanced through ‘Duo Social Space’, a flexible blend of open design, exquisite furnishings and comprehensive facilities both outdoor and indoor, serving the dual purpose of leisure and relaxation and communal social spaces. These social spaces, the quality and scale of which are rare in the district, will be accessible to all TOWNERs, whether they live at Kennedy Town or SoHo location, further fostering the communication and networking of residents.
Bjorn Fjelddahl, Partner at Eight, said: “When we set out to create the brand, we weren’t just thinking about a market segment. We saw a cross-demographic, trans-geographic group that is in love with flexibility, with engaging with people and local cultures, with great design and craftsmanship. We specifically included these elements in TOWNPLACE to create a residential brand that inspires both a sense of individuality and belonging. It’s an absolute pleasure to work with Sun Hung Kai, they love to push market boundaries as much as we do, and are receptive to our ideas not just on branding, but also on the design of the residential product itself.”