There’s Something in the Air ⚙︎ Strategy & Playbook
Kerry Plaza reimagines Hangzhou’s former oxygen plant as a vibrant cultural commune where street culture, creative technology, food, art, sport, and public life converge. Inspired by the site’s industrial heritage and its history of producing oxygen, we developed There’s Something in the Air as the strategic platform and cultural playbook for the destination. Positioning Kerry Plaza as the Producer of Creative Energy in Hangzhou, we transformed an industrial landmark into a living platform for cultural exchange and urban participation. Through naming, brand strategy, identity design, and a comprehensive operating framework, we established the principles that guided leasing, partnerships, programming, marketing, and community building.

The City that Moves ⚙︎ Experience & Activation
Emerging from the foundation of There’s Something in the Air, The City That Moves became the destination’s activation platform. It translated creative energy into visible action through curated brands, cultural collaborations, public programmes, and city-defining events. More than a campaign, it served as a living expression of the strategy, bringing together the people, ideas, and movements shaping contemporary Hangzhou. Through initiatives such as Art That Moves, Music That Moves, and Culture That Moves, Kerry Plaza became an active cultural engine where creativity is not simply consumed, but continuously produced, shared, and set in motion.