Rodney Fitch and Co to brand Mall of Asia

Rodney Fitch and Company is to create brand-positioning, signs and the identity for the world’s biggest shopping mall in the Philippines.

Masterplanning for the mall, estimated to be 464 500m2 in size, is being carried out by US consultancy FM Associates. Rodney Fitch and Partners has a joint

venture with FM and the groups are collaborating on the project.

The shopping centre, on the outskirts of Manila, is called the Mall of Asia.

Planning stages are due to be completed by the end of this summer, and Rodney Fitch and Company will start designing concepts at the end of the year, with an opening due in 1999.

The mall is being funded by local investors and will be a mixed-use site, incorporating retail, office, and leisure space.

Rodney Fitch and Company will be designing some shop interiors, but consultancy founder Rodney Fitch says the main interiors contract “may or may not be undertaken by us. The decision is a long way off – we don’t even have an idea of which retailers would be interested”.