Event Background
SCPG Group, a leading commercial real estate developer in China, held another investment event in Shanghai following its 15th anniversary celebration in May. Led by SCPG Shanghai City Commercial Company and fully planned and executed by Towin PR, the event aimed to showcase SCPG Shanghai's commercial vitality and future plans to partners.
Core Information
The event, themed 'Trend·Pick,' was held at the 1862 Fashion Art Center, transforming the investment appreciation event into a trendy party. The venue featured an irregular light-and-shadow theme wall, a 360-degree photo wall, a dreamy lounge area, and a digital sand table, creating a fashionable atmosphere. Four project teams presented their projects through creative performances: Shanghai Nanxiang project's 'Autumn Nanxiang Fashion Show,' Hefei project's 'Impression Hefei,' Longhua project's 'Ink Dance,' and Songjiang project's 'Two Worlds.' Nearly 700 guests voted for the best performance. The event also 'teased' key commercial projects for the next two years: Shanghai Nanxiang InCity MEGA (330,000 sqm, opening end of 2019), Hefei Vanke Plaza (140,000 sqm, opening 2019), Shanghai Longhua project (220,000 sqm), and Shanghai Songjiang InCity.
Related Services
Towin PR provided one-stop services for this event, including event planning, brand launch, and commercial event execution. From venue selection and scene setup to creative performance choreography and interactive session design, Towin PR leveraged its professional expertise in public relations events to help SCPG Shanghai successfully host this investment appreciation event that combined artistry and commercial value.
Industry Insights
Commercial real estate investment events are shifting from traditional presentations to experiential and interactive formats. By combining the investment appreciation event with a trendy party, SCPG Shanghai allowed partners to intuitively experience the project's tone through creative performances and immersive scenes. This 'pre-experience' model is worth emulating. Additionally, choosing a venue transformed from an old shipyard into an art center reflects the trend of integrating commerce and culture.
Summary
The investment appreciation event for SCPG Shanghai, planned by Towin PR with the theme 'Trend·Pick,' was successfully held at the 1862 Fashion Art Center. Through creative performances, interactive voting, and project showcases, the event conveyed SCPG Shanghai's commercial aesthetics and future plans to nearly 700 guests. Towin PR provided professional support in event planning, scene creation, and execution, helping the client achieve brand communication and investment goals.
