A high-end shopping mall in the city's Xujiahui area is changing its name as part of the owner's strategy to develop mainland growth - and introducing some famous brand names to its range in the process.

Hang Lung Properties Ltd has announced the renaming of Grand Gateway Shanghai, its first world-class commercial complex on Chinese mainland, into Grand Gateway 66.

The new name reinforces the vigorous measures taken to increase global awareness of Hang Lung Properties under one unified brand of "66," particularly as the company evolves into a multi-city operation across the nation from a dual-city mode in Hong Kong and Shanghai.

This step also speaks volumes for Hang Lung's confidence in pressing ahead with its long-term investment plan on the mainland.

The "66" brand has become a household name for international luxury brands and their high-end consumers across Chinese mainland. The name Grand Gateway 66 not only shows the infinite brand power of "66" but also affirms Hang Lung Properties' success in Shanghai, an achievement that has been dubbed the "Hang Lung Model."

Riding on the power of the "66" brand, all forthcoming projects on the mainland will also incorporate "66" in their names.

Ronnie C. Chan, chairman of Hang Lung Properties, said, "Hang Lung Properties will certainly continue to expand its footprint on the mainland. Although each project has its unique qualities, the 'Hang Lung Model' remains the backbone of our success.

"With vision and professionalism, Hang Lung Properties has blazed a trail in vibrant mainland cities with a distinctive strategy of focusing on building world-class commercial complexes centered on shopping malls. This is achieved by acquiring large sites in prime urban areas, cooperating only with top architectural firms, incorporating the latest sustainable features and providing superb management."

These qualities constitute the winning formula for Hang Lung Properties on the mainland. Grand Gateway 66, located above one of Shanghai's busiest Metro station in Xujiahui area, is an imposing complex that has thrived as a shining example of the "Hang Lung Model" since it opened 11 years ago.

By giving top priority to consumer requirements, Grand Gateway 66 has successfully created a world-class shopping environment. The mall incorporates leading consumption concepts, supported by an ever-increasing host of international brands and regular facility upgrades carried out under Hang Lung Properties' forward-looking strategies and careful thematic-zone planning.

Grand Gateway 66 is one of the most famous landmarks and trendiest hot spots in Shanghai's best-known commercial districts and a byword for excellent quality throughout Chinese mainland.

This year, Grand Gateway 66 will continue to lead the field in high-end shopping by further enhancing its tenant portfolio in various thematic zones, meeting the ever-increasing demand for luxury products.

Beginning in June, eight top international brands and two renowned food outlets will open over the following year on levels 1 and 5 respectively.

With its new image, the world-class shopping complex is set to become a major driving force in developing the Chinese luxury goods market and capturing mainland consumers' immense and fast-growing spending power.

Looking ahead, the next few years will see the completion of Parc 66 in Ji'nan (Shandong Province), Forum 66 in Shenyang (Liaoning Province), Center 66 in Wuxi (Jiangsu Province), Olympia 66 in Dalian (Liaoning Province) and Riverside 66 in Tianjin Municipality.

These projects will cement Hang Lung Properties' position as a major Chinese mainland property player, with eye-catching complexes in prime and prestigious locations. Leveraging on the successful "Hang Lung Model," the company is indeed embarking upon a golden era of growth.

Grand Gateway 66

In 2011, level 1 of Grand Gateway 66 is to become a "world-class brand zone." The opening of famous cosmetics retailers, such as Dior and Givenchy, will mark the beginning of the upgrade. Dunhill, a high-end men's fashion brand from the United Kingdom, is going full steam ahead with its shop renovation, which is expected to be completed by May 1.

In July, the international luxury brand Chloe will move in. In addition, Vivienne Westwood will open its first mainland franchise store. This is a highly significant move, reflecting the brand's optimism over the growth in the number of high-end consumers patronizing Xujiahui, as well as the immense potential of luxury goods consumption on Chinese mainland.

In addition to the opening of eight top brand stores on level one, the highly popular levels five and six are being upgraded with the opening in August of a 700-square-meter outlet of the international high-end restaurant Din Tai Fung, its first in Xujiahui, and the 1,200-square-meter Jade Garden restaurant.

These eateries provide an additional choice of high-quality cuisine to enhance the luxury shopping experience. At the same time, upgrading and revamping of other levels will be an integral part of Grand Gateway 66's future development strategy.

Creating world-class commercial complexes bearing the hallmark of the "Hang Lung Model," with each having its own distinctive character, has been the consistent course followed by Hang Lung Properties over the years.

Not only will this direction enable the company to extend its brand "66" across Chinese mainland, it will also benefit the growth of Xujiahui and other commercial districts in Shanghai.

It will attract more high-end customers to Grand Gateway 66 and the vicinity, creating win-win results for consumers, the brands and the developer.

'ILLUSION'

2011 S/S GG66 FASHION SHOW

From April 8-10, Grand Gateway 66 proudly presents "ILLUSION" - Grand Gateway 66 S/S Fashion Launch, showcasing the latest fashion trends with top international brands, including Marc by Marc Jacobs, Moschino, Paul & Shark, Thomas Pink, Atsuro Tayama, Maryline and more.