Taikoo Li Qiantan: WeChat magazine

Creating digital wellness content on WeChat

An immersive experience  

How do you bring wellness to Shanghai’s most influential millennial and Gen Z audiences? This was a central objective for Taikoo Li Qiantan, when they issued a competitive pitch in late 2019.

Taikoo Li Qiantan is a retail complex in Shanghai. Ahead of its opening in September 2021, it wanted to promote its overall brand proposition, ‘Live Well with Heart’, and its positioning as a Heart of Urban Living.

With the complex still under construction, it didn’t have anything tangible to show the Shanghai community: and this is when they turned to content. 

Holistic approach

We came up with《优YŌU》, a bilingual wellness magazine that would live primarily on China’s ubiquitous WeChat platform and that would encapsulate the modern wellness conversation in Shanghai.

We conceived of the name – meaning ‘excellent’, ‘superior’ and ‘outstanding’ in Chinese – established the pillars and visual language of the magazine around a holistic view of wellness, and then created all the content.

Fully interactive design

Apart from engaging storytelling, we wanted to take advantage of the cutting-edge digital capabilities of H5 on mobile devices – including interactivity, side-scrolling, animation, GIFs and audio.

This resulted in an ambitious, immersive experience that breaks new ground in the realm of WeChat magazines. In partnership with a technical build agency, we oversaw the creation and design of the content in the app, to ensure that it came fully to life.