A Night of Unparalleled Luxury and Fashion
An exclusive invitation opened the doors on an exquisite night of celebration at the "HOME TO LUXURY" party in Plaza 66 in Shanghai, featuring an all-star line-up of performers as well as first-release and limited-edition luxury goods. This remarkable annual event was shared by close to 3,000 guests and fashion aficionados, who turned out in their finery on November 15 for a night of sophistication, fun and luxury.
 
Exclusive Luxury Items Make Their Debut
As a hub for prestigious global brands, Plaza 66 positions itself as "HOME TO LUXURY", committed to inspiring fashionable lifestyles and providing customers with exclusive experiences. This year, the mall joined hands with over 70 high-end luxury brands to offer products and services that had never before been seen in China, many of which were also world firsts. Piaget, for instance, launched the world’s sole Limelight Stella watch. Bottega Veneta presented the PYRAMID handbag and Dior showcased its Vertical Book Tote handbag – with both of these products making their China debut at the party. Rimowa’s cross-over with Supreme has resulted in limited-edition suitcases, which were available on a pre-sale basis. In addition, many other brands of jewelery, clothing, shoes and fragrance, such as Balenciaga, Bottega Veneta, Cartier, CELINE, Dior and Tiffany & Co. chose the "HOME TO LUXURY" party as the place to present new products to the country and, in some cases, to the whole of Asia.
 
Continuous Upgrade of Brand Portfolio Leading Premium Consumer Market
Plaza 66 utilizes Hang Lung’s keen observation and unique insights of the luxury industry as well as the overall retail market and is well positioned to meet the evolving tastes and desires of discerning consumers with a wide range of high-end brands and exclusive customized experiences, which set the pace in the development of luxury retailing in China. Hang Lung has been introducing new brands to Shanghai for many years, including Mulberry and Pierre Marcolini, and most recently, presenting the newly opened Gucci and Balenciaga stores. We have also brought in the world-renowned 37 Steakhouse & Bar and Paris Rouge restaurants. The mall completed an asset enhancement program in 2017 with an investment of HK$700 million, making it a high-end lifestyle space where customers can enjoy a wide variety of quality experiences.
 
Ultimate Prestigious Experience – HOUSE 66
Building on our customer-centric vision, Plaza 66, subsequent to establishing its nation-wide customer relationship management program named HOUSE 66 last year, has newly set up the dedicated Member Engagement Specialist Team, which engages the top talent in customer service to offer an array of personalized services for our most discerning members. Services include personalized shopping advice, and access to international fashion shows. The Lounge, designed by world-class designer Ilse Crawford, is a bespoke venue for our members. In the past year, more than 30 product launches and private events have been hosted exclusively for our members at the Lounge as a platform connecting our partner brands, customers and Plaza 66.
 
Creative Marketing Strategy
We are drawing on the strengths of social media to draw in young customers, and are working with top fashion bloggers such as Mr. Bag, Yvonne Ching, SunnieLovesFashion and High-heeled Shoes Walk On Earth to share the "HOME TO LUXURY" experience with customers from the perspective of a private shopping consultant. In addition, we have adopted an innovative WeChat mini-program to create a party guide, so guests could receive real-time information about exclusive products and events. Plaza 66 is also a pioneer in its use of the social media platform "Xiaohongshu". The launch of our official account on the platform has gained an overwhelming response, helping us establish direct communication with new generations of customers.