Modern Green appoints Start Creative to property branding project in Beijing

Start’s first project will be the new Modern MOMA community in Beijing.

Modern MOMA is a large mixed-use property development, comprising an 80-room boutique hotel, 700 luxury apartments, two cinemas and shopping and leisure facilities. Modern Green currently has five China-based developments, with Modern MOMA community in Beijing the next to launch later in 2009.

Start recently expanded its Asian operations with a regional headquarters in Hong Kong and a client services offering in Beijing. It will work on a consumer brand strategy, identity and creative strategy.

Jonathan Cummings (pictured), managing director of Start Creative Hong Kong, said: “Modern MOMA is a truly awesome development. Modern Green is developing sustainable and desirable luxury communities and is a property company with great vision.”

Li Jing, COO of Modern Green Developments, said: “The project has captured the imagination of a broad range of interested parties, including designers, environmentalists, scientists, critics and residents. We look forward to an even bigger response when the commercial, branding and signage elements of this project are completed over the next year or so.”

Start also helped to design adidas’ flagship store in the Sanlitun entertainment district of Beijing last year.