Elements brings retail and dining into the Kowloon Station development in West Kowloon, alongside offices, hotels, residences and rail connections. Its approximately 82,700 sq m of commercial GFA gives the retail component a substantial role within this mixed-use setting. The opportunity was to create a distinctive fashion and lifestyle offer for the different customer groups brought together by the wider development.
Husband Retail worked with MTR Corporation on Elements between 2003 and 2008. Our remit connected retail planning with prospective tenant introductions, marketing and communications advice, international road shows and lease negotiations, supporting the destination’s ambition to attract brands new to Hong Kong.
MTR Corporation’s goal was to secure new-to-Hong Kong fashion and lifestyle brands for Elements. The brief called for a retail offer that gave the destination a distinct place in the market and a clear proposition for prospective tenants.
Our appointment connected the search for prospective brands with direct introductions and lease negotiations, supporting the planned retail offer through the pre-opening leasing programme.
The destination’s identity drew on the five Chinese elements: wood, water, earth, fire and metal. These themes connected its zones with different parts of the retail and leisure offer. Husband Retail’s advice on positioning, brand identity, naming and marketing strategy drew on market analysis, bringing a commercial perspective to the destination’s customer proposition.
Project credentials record H&M, Damiani, Power Books, Karen Millen and Megu among the brands secured for Elements. They separately record interest from Gucci, Prada, Louis Vuitton, Fendi and Tod’s. The project brought fashion and lifestyle names into a large-scale retail destination with a luxury offer.
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