Sedgwick Richardson joins Keppel Land in celebrating its latest integrated township project in Ho Chi Minh

HO CHI MINH CITY,Vietnam,Nov.8,2019 -- Saigon Sports City becomes the latest smart city development to shape the urban landscape of Ho Chi Minh City with a landmark place branding solution created by Sedgwick Richardson.

Keppel Land,an end-to-end master planner,creator and operator of full-scale smart cities,marked its continued progress in Southeast Asia with a ground-breaking ceremony today of its Saigon Sports City project in Vietnam in partnership with Keppel Urban Solutions.

The 64-hectare Saigon Sports City township is strategically located in the prime An Phu Ward of District 2,where there is a growing middle-class and increasing demand for high-quality urban spaces.

Saigon Sports City developed by Keppel Land in collaboration with Keppel Urban Solutions

The township will include iconic features such as waterfront boulevard,an open public plaza and Vietnam's first one‑stop lifestyle hub with comprehensive facilities for sports,entertainment,shopping and dining.

In addition,biophilic design principles will be incorporated into the development such as natural lighting and ventilation,a linear park,a vertical greenery and picturesque water features with natural filtration,to create a green and sustainable environment.

The project is developed in collaboration with Keppel Urban Solutions,which is a new business unit under Keppel Corporation and an end-to-end master developer of urban developments.

Saigon Sports City place brand identity designed by Sedgwick Richardson

Saigon Sports City is envisaged to be a bustling hub,combining high‑quality urban living with vibrant and healthy lifestyles,which can be a model for other urban developments in Asia.

During the ground-breaking ceremony today,Keppel Land unveiled the brand identity of Saigon Sports City,designed by Sedgwick Richardson,a strategic branding consultancy firm specialising in place branding in Asia Pacific.

Having worked in Asia for the past three decades,Sedgwick Richardson has been responsible for a number of the region's best-known place brands and destinations,including Empire City in Vietnam,Yoma Central in Myanmar and By The Bay in Singapore.

Saigon Sports City place brand identity brought to life

"Championing high quality of life and sustainable,smart city living,Saigon Sports City is HCMC's dynamic future ready township that raises the bar on the branding of large-scale,mixed-use precincts in Vietnam," said Dom Mason,the Managing Director of Sedgwick Richardson SEA.

The Saigon Sports City development will be empowered by Azure,Microsoft's intelligent and trusted cloud,to enable essential services such as security and access control,remote monitoring and control of smart infrastructure as well as monitoring of community vitals such as air quality.

Finally,an integrated mobile application which will deliver convenient lifestyle,transport and other value-adding services to residents and businesses in Saigon Sports City,will also be available.

About Sedgwick Richardson

Sedgwick RichardsonisAsia'sleading independent branding and design group.

For over 30 years,we have inspired Asian brands to become highly respected internationally and international brands to succeed inAsia. We work closely with blue-chip corporations from all industry sectors on diverse branding and sustainability communications challenges.

Our clients include over 50% of the FTSE STI Index constituents as well as iconic regionalbrands such as SGX,HKEX,Singapore Airlines,Cathay Pacific,E&O Hotel,The Peninsula and Banyan Tree.Some of the global brands we have partnered with across the region are Mercedes Benz,IBM,Samsung,Fuji-Xerox and Standard Chartered.

Together,we share the goal of Building Belief in the Future.

Photo - https://photos.prnasia.com/prnh/20191106/2634241-1-a?lang=0

Photo - https://photos.prnasia.com/prnh/20191107/2634241-1-c?lang=0

Photo - https://photos.prnasia.com/prnh/20191107/2634241-1-d?lang=0