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Base

STRATEGY & EXPERIENCE

Base

STRATEGY & EXPERIENCE

Base’s purpose is to create hubs of vibrant life - places for living, socialising and working - that are a destination for international guests and locals alike. Each project is delivered in an industrial, pared back, yet warm design with subtle Chinese influences – a distinctive look in the market.

Following the joint venture between developer and operator Yicheng and real estate business Nova Property, with investment from private equity firm Warburg Pincus – Base had bold ambitions to scale rapidly in China. To achieve this, it needed a clear, compelling brand to align the newly formed team and set standards for design, experience and marketing. Having identified a creatively minded audience as the core opportunity for the business, we developed a brand concept focused on bringing great design and an inclusive experience to Base’s local neighbourhoods.


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Building Asia’s most appealing residential and office spaces — aimed at the creatively minded

Building Asia’s most appealing residential and office spaces — aimed at the creatively minded

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The identity plays on the distinctive materials Base uses in its developments, captured in a graphic map that illustrates the location of each property

This identity is inspired by materials and textures used in Base properties.

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Base's experience focusses on this liveliness, making each of our properties their own hub of activity: inviting and comfortable inside, with a tangible connection to their surroundings.

Base's experience focusses on this liveliness, making each of our properties their own hub of activity: inviting and comfortable inside, with a tangible connection to their surroundings.

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Conversations spark ideas. Let’s talk.

Conversations spark ideas. 
Let's talk.

London

London

Northburgh House
10 Northburgh St
London
EC1V 0AT

+44 (0)20 7780 7600

Northburgh House
10 Northburgh St
London
EC1V 0AT

+44 (0)20 7780 7600

New York

New York

19 W 21st St
Suite 701
New York
NY 10010

+1 347 779 2595

19 W 21st St
Suite 701
New York
NY 10010

+1 347 779 2595

Hong Kong

Hong Kong

30/F One Island South
2 Heung Yip Road
Wong Chuk Hang
Hong Kong

+852 9498 5998

30/F One Island South
2 Heung Yip Road
Wong Chuk Hang
Hong Kong

+852 6200 4281