COFCO is China’s leading, state-owned foodstuffs import and export company and one of the country’s largest food manufacturers. COFCO Property (the corporation’s real estate subsidiary) sought the expertise of Liquid Impact in promoting “Shenyang Joy City,” their brand new shopping center in Shenyang, China.
Shenyang Joy City was the company’s first foray into the fashion sphere. Their objectives were threefold: to attract commercial talent and support for the center; to establish COFCO Property as a leader and icon of forward-thinking fashion; and to change popular perceptions of China’s nationally owned and operated enterprises. In order to fulfill these ambitions, and give them an auspicious launch into the fashion marketplace, Liquid Impact coordinated a cocktail reception in Shanghai. Window installations framed live, professional models showcasing new apparel as they interacted with guests.
Due to the success of this collaboration, COFCO invited Liquid Impact to handle all future promotional events both in Shenyang and Shanghai.
