BRANDED URBAN DISTRICT

CLIENT: PHBB

PROJECT: KUALA LUMPUR EXCHANGE

TYPE: Mixed

LOCATION: Kuala Lumpur, Malaysia

CATEGORY: Architecture   |   Brand Strategy & Identity   |   Experiential & Digital Marketing   |   




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CONTEXT
A major mixed development and urban renewal that is planned in the heart of downtown Kuala Lumpur, where it is to be a business, commercial and shopping district seamlessly connected to the existing city. It will be a “park integrated with architecture”, with cultural spaces within a forest envelope.
CHALLENGE
The client requested a proposal that addresses the comprehensive foundation to the entire project, from the brand idea, visual identity and naming to an architectural master plan concept befitting an international city.
SOLUTION
Based on the brand idea that the Kuala Lumpur Exchange (KLX) would be Malaysia’s new global city – a nexus for the convergence of people, nature, urbanism and opportunities – the physical manifest then will be local in reference. The proposed architecture concept is inspired by the shapes and forms from the tropical habitat. The design also takes into consideration the uneven protrusion of the form – thus creating not only overhangs and shades, but also enabling visual interaction between neighbouring inhabitants in the same building. Envisioned as a liveable business capital that heralds the arrival of Asia as an international focal point. The logo therefore has to reflect this idea of cosmopolitan utopia via stylised letterings of “KLX” which also represent a city skyline. Its tone and manner also reflect the dynamism of a big international city. The 3D renderings and website design reflects the vibrancy of an international city. It is business-like, it is passionate – yet always giving that a sense of innate excitement of living and working in the big city.

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