If the hype of high fashion is to be believed, she is sassy, sexy and ultra cool. She is also a paradox of both femininity and romance infused with a street-cred edge. She is fashion label Chloe and she is about to become the highest rent-paying tenant in Central. Chloe, fashion designer to the rich and famous, plans to take up 3,000 square feet occupied by the Mandarin Cafe for 30 years and, according to property agents, will pay $600 per square foot for the ground floor site in the Mandarin Oriental Hotel - or $1.8 million a month. The new store is scheduled to open in November after the Mandarin completes its US$140 million renovation. 'It is a record for Central,' said Simon Lo Wing-fai, Colliers International research head. Top rents paid for street-level shops in Central range from $300 to $500 per square foot, according to property agents. DTZ Debenham Tie Leung retail director Lawrence Heung said that retailers would aggressively pursue such prime locations because of their branding effect. 'To promote their brand, these top-end retailers are willing to pay $500,000 a month just for an advertising billboard,' he said. A spokeswoman for the Mandarin Oriental Hotel declined to comment but said the renovation would see the Mandarin Cafe and cake shop move to the mezzanine floor. 'We will increase our retail space after the renovation,' the spokeswoman said. Meanwhile, IFC Mall at Hong Kong Station, Central, also registered strong sales. Karim Azar, an assistant general manager at International Finance Centre Management (IFCM), said most tenants had paid turnover rents. 'Last year was a good year for IFC Mall. We did a couple of leases at very high rentals,' he said. Evani Au Yeung, a marketing manager at IFCM, said tenants who signed leases last year needed to pay rents this year that would be 20 per cent higher than their previous agreements.