Shanghai House is a Japanese-Chinese joint corporation created through a tie-up between Marubeni Corporation and a group of local investors.
It is a case of highly successful collaboration in which a new brand was developed as a completely Chinese brand in accordance with the wishes of China's President Hu. Gramco provided full support throughout, from the research stage, through the concept and VI development, to production of a real estate exhibition.
The successful brand development was rewarded by Shanghai House's selection for 1st-place honors in the 2004 Shanghai Real Estate Brand Contest.
Shanghai House has recorded highly favorable growth due to its satisfactory pricing targeting young middle-class buyers.