On 23 September 2022, Taikoo Li Qiantan officially welcomes its first anniversary. As Swire Properties' youngest project in the Chinese Mainland, Taikoo Li Qiantan has been interpreting its central theme of “wellness” carefully over the past year. The tagline for the project‘s first anniversary was "LUX OPEN" and, has a profound meaning. The word “LUX” stands for “luxury”, representing the project's luxury-focusedcore concept. and hopes for its shoppers to pursue a beautiful lifestyle while enjoying precious moments shoppers enjoy at the mall. The word “OPEN” not only describes its open-lane design and “double-open park concept”, but also alludes to the infinite openness in commerce, culture and art. Last but not least, it implies a new journey where the project is going to “open” a brand-new Taikoo Li Qiantan for Shanghai.

Taikoo Li Qiantan has launched a series of activities centring on its brand slogan “Let's _ well”. Like a “fill-in-the-blank test”, the slogan sets a new example in the commercial real estate sector, inspiring consumers to choose their own wellness moments. Echoing the core brand messaging, the “LUX OPEN” anniversary celebrations launched activities under the theme of “Let's Fashion Well”, providing consumers with fully upgraded wellness-themed lifestyle experiences. Through this celebration, Taikoo Li Qiantan wanted to express that fashion is not only a visual expression, but also an open attitude and excellent way of living.

In terms of brand structure, spatial articulation and content presentation, Taikoo Li Qiantan has developed three key features: introducing international brands and "first stores" to set the tone, enhancing the brand positioning with a careful selection of lifestyle brands and improving the atmosphere through engaging multiple business formats. With a series of well-curated activities under the theme of “Let's _ well”, Taikoo Li Qiantan has established close relationships with its tenants and shoppers, forming its unique brand temperament as a wellness provider.