The Wanda Plaza at the Bund in Shanghai is the next flagship plaza for one of China’s leading retail developers, Dalian Wanda Group. RSM was invited to join HPP Architects to design a unique and iconic brand for the center, located on the banks of Shanghai’s famous Bund. Looking for opportunities to create a branded experience, RSM implemented the refined Wanda logo on both a micro level and a macro scale. This cohesive branding approach used the corporate logo to create a patterning system which worked in small scale in the floor tiling and textile design, as well as the large supergraphic which wraps the facade system. Using a luxury palette of golds, and rich marble textures, the brand’s concept and implementation speaks to the Golden Era of Shanghai, and this new project reflects the lifestyle of luxury and chic sophistication that is being redefined Shanghai.