「大牌来了」 sits within a larger retail brand ecosystem — one I also conceived and built. Of all its verticals, this is the one I’m most proud of.

The brief was to create a premium retail IP that could hold its own alongside the big commercial names it featured. My answer was the runway — a world where luxury, aspiration and access meet. I developed the concept and strategy, built the brand identity from the ground up — logo, visual language, guidelines — and set the creative direction that agency partners executed across physical and digital channels.

The centrepiece was an immersive subway tunnel installation: one of the city’s highest-traffic corridors transformed through architectural graphics and light into a runway experience. Built to be felt in person. Built to extend across every touchpoint that followed.

The modular asset ecosystem developed around it became the largest in the project’s history — enabling efficient deployment across channels while delivering results that went well beyond brand recognition: Tencent splash-screen CPC reduced by more than 80% against typical campaign benchmarks.

An idea from a blank page. A space people walk through every day. Made into somewhere they stop.

Impact

80%+ reduction in Tencent splash-screen CPC versus campaign benchmarks