Liverpool is home to Europe’s oldest Chinatown but it is also one of the most run down and declining. Poor urban planning, lack of investment and a population migrating to the suburbs had resulted in a down at heel and commercially moribund strip, sandwiched between two of the city’s most vibrant urban quarters. The area needed radical reinvention, large-scale physical redevelopment and a collaborative framework to enable existing cultural and community stakeholders to shape a unique urban neighbourhood.
In spring 2015 we began a series of conversation with stakeholders, local politicians and development and architectural partners to generate fresh ideas and momentum. Following appointment of BLOK and North Point as preferred bidders for the area’s largest development site we designed and delivered an inclusive stakeholder engagement campaign to help shape their planning application and a wider vision for the area. A new visual identity was created for New Chinatown and was expressed across a suite of bilingual consultation collateral. The intensive and inclusive consultation campaign built local support for the project and generated valuable additional ideas and elements.
The planning application for New Chinatown was approved in December 2015 and we were commissioned to deliver the marketing campaign for one of Liverpool’s biggest ever city centre development projects. Print brochures, websites and presentations were designed in English Cantonese and Mandarin to target investors and commercial end-users in the UK, Hong Kong and mainland China. Interest in the scheme from Chinese investors has already been intense and the vision of a city within a city – a new Chinese retail and commercial hub in the heart of a UK urban centre – is set to become a reality.