This may be the finale of the opening of a new commercial building on the banks of the Huangpu River this year - on December 23, Xuhui Binjiang's core commercial carrier "AI PLAZA West Bank Fengchao" will officially open. With a total volume of 75,000 square meters, the ai tower adjacent to the West Bund is located on the top of Yunjin Road Station on Line 11 of the Rail Transit, and will become a new commercial landmark on the banks of the Huangpu River that combines nature, art, wisdom and other elements.
The number of first stores exceeds 50%, and the O'Brien Cup "Buddha" will appear
Located at the intersection of Xuhui Binjiang art, media, technology, finance and other industries, Fengchao on the West Bund, as the core commercial supporting project in the region, has established the operating concept of "pushing the door is art, enjoying life inside the door", and forming a dislocation development with other commercial entities along the Pujiang River.
The reporter learned that more than 50% of the merchants in the upcoming West Bund Fengchao will be the first stores in the country or region, including the country's first Nairbao Science and Technology Museum, the country's first "three-body" science fiction experience hall, and the fashion brand "Ontimeshow" under the new designer buyer store brand "OUT OF STOCK 0909". In addition, the "standard" of new commercial carriers, including popular desserts LeTAO, Cai Jia French desserts, and coffee brands M Stand and SeeSaw, will also be settled, highlighting the characteristics of the aesthetics of shopping mall life.
It is worth mentioning that more than 90% of the brands in the mall have customized the new image of the store in combination with the regional characteristics of the West Bund, including the head brands or popular merchants in the catering industry segment such as the Michelin Bibiden recommended restaurant "Yongfu Xiaoxian", the high-end Bengang cuisine "Yue Sheng Hui" under Lyceum, and the Latin American fusion Western restaurant OAK & COAL.
Various activities have become an important source of vitality for today's businesses. During the opening period, West Bund Fengchao will carry forward the attributes of "new product debut debut" in Shanghai West Bund, and jointly hold "one-stop" trend art and creative cultural activities such as the first stop of "NBA POP-UP Big Scene" in East China, the first exhibition of "Guta Cimi" in China, and the UCA Shanghai Student Works Exhibition of the British University of Creative Arts.
Among them, during the "NBA POP-UP Big Scene" event, the mall will exhibit the signed poster of star James and the autographed handprints of O'Neal, "Magic" Johnson, Iverson and others. The "Larry O'Brien Championship Trophy" will also land on the day of the mall's opening, allowing the audience to get a closer look at this important honor in the basketball world.
"Standard" has it, and there are many features
West Bund Fengchao was entrusted by the West Bund Group to operate and manage Inland Shanghai, and the recently opened Songjiang Impression City was also operated by this team. With the introduction of young customer groups such as Songjiang University Town and Pokémon IP themes such as "Pikachu", Songjiang Impression City has become one of the most concerned new commercial carriers in Shanghai this year as soon as it opened.
As an important consumption scene of Xuhui Riverside, Fengchao on the West Bank further optimizes the overall ratio of experience formats, creates a space scene in which multiple modes of office, activity and life are integrated, forming a full-time experience of riverside exhibition watching, leisure running, smart office, swimming in shopping malls and "coffee at noon and food at night".
"Commercial facilities in the West Coast need to adapt to the lifestyle needs of different groups of people." Gan Jin, vice chairman of Shanghai West Bund Development (Group) Co., Ltd., introduced that in the next step, the commercial services of West Bund will target two major groups of people. The first is to meet the catering, entertainment and leisure culture needs of "local white-collar workers", who cover different industries such as art, finance, and technology. The second is to meet the audience during the West Bund Cultural and Art Season, Shanghai Fashion Week and other activities, while serving the surrounding residents.
A series of "blind boxes" will also be "unboxed" next year to create a landmark consumer destination in Xuhui Riverside. The Nairbao Science and Technology Museum, located on the first floor of the West Bund Phoenix Nest, will officially open from June to July next year, echoing the "double A engine" of artificial intelligence (AI) and art (ART) on the West Bund.
Even more important is the "three-body" science fiction experience hall operated by SenseTime on the top floor of the mall, which will be integrated into the most cutting-edge application scenarios of SenseTime to create an immersive space. In November this year, the Escape From Secret Room project, operated by Hunan Satellite TV, was just put into trial operation at the Xiang Mango Building in the West Bund Media Port. These innovative experience projects will undoubtedly attract more "non-local" consumer groups, continuously broaden the consumption circle layer for Xuhui Binjiang, and enhance the consumption stickiness of the target customer group.
"The West Bund May be the first commercial project in the country to be surrounded by numerous art venues." The person in charge of Printing Power Shanghai said that in order to echo the unique artistic and cultural texture of the West Bund, the internal scenes and installations of commercial projects also reflect the ingenuity of combining artificial intelligence and art.
In the indoor atrium of the mall, a huge screen spanning multiple floors presents the original multimedia interactive work "Magic Forest" tailored by catlab's new generation of artists team for fengchao in the West Bund. The work brings the natural illusion into the mall, and the forest in the picture will show the fantasy effects of meteorology, day and night, grass and trees, animals and so on according to the real weather environment.
Relying on the advantages of art clusters and cultural roots in the region, in addition to integrating artistic concepts into architecture, indoor scenes and landscape design, many art merchants have also actively stationed, including art store YUEARTSTORE, French photography gallery YELLOWKORNER, Japanese art training institution EXPG, lifestyle trend retail brand KKV, etc., injecting life into the West Bund full of cultural and artistic temperament.
A batch of "blind boxes" are about to "unbox"
The opening of core commercial projects marks that Shanghai West Bund is gradually switching from the "culture +" and "industry +" model to the "life mode" of artificial intelligence and art superposition. A number of long-awaited blockbuster projects will also be unveiled.
The reporter learned that from June to July next year, the Rockford West Bund Hotel in Shanghai, located in the West Bund Zhita West Tower, will soon open; the much-watched West Bund Dream Center project will be soft open at the end of next year at the earliest; the West Bund National Exhibition Center project is expected to start construction in 2022 and be completed around 2024; the West Bund Financial City, developed by Hongkong Land, will first launch a residential sector, followed by commercial and cultural projects.
Among them, the West Bund Dream Center is close to the Huangpu River, and the commercial carrier along the river is expected to reach 100,000 square meters. The theater community in the project will usher in a specific consumer group, creating an important consumer destination along Shanghai's "one river and one river" in the future. Across the street from dream center, the West Bund Media Harbor is being built simultaneously with above-ground and underground commercial carriers. At present, the media port plot has been stationed in a number of heavy projects including CCTV, Hunan Satellite TV, Tencent, etc., and it is expected that at least 30,000-40,000 white-collar workers will travel here every day in the future.
In the hinterland of Xuhui Riverside, the Longhuahui project located on the top of the Rail Transit Longhua Station is expected to be unveiled around 2024. The construction volume of the project will reach 500,000 square meters, which will echo and complement the commercial carriers along the river.
Before the unveiling of a series of blockbuster commercial projects, the "West Bund Life" APP connecting commercial bodies and services has been officially launched this year. This intelligent big data platform provides citizens and tourists with "one-stop" smart services such as business travel and cultural panorama applications, art ticket purchase, and global navigation by connecting business data, cultural data, urban data and consumer touchpoints in real time, creating a digital convenience experience of "a mobile phone touring the West Coast".