Approaching the National Day and Mid-Autumn Festival "Double Festival" holidays, another new type of commercial body in Shanghai was unveiled, but this time it was not "opened", but "opened the street" - on September 26, Shanghai Longhua Club officially opened the street to welcome customers, which is also the first block commercial body in Shanghai standing opposite the thousand-year-old Longhua Temple. The commercial area is about 100,000 square meters, connecting Longhua Station of Line 11 and Line 12, and the cultural attributes, scene functions and business layout of Shanghai Longhua Club will echo Longhua Temple and Longhua Tower.
It is worth mentioning that the "Longhua Temple Fair", an IP familiar to many Shanghainese, has been officially authorized for the Longhua Club project. Therefore, the theme of the opening of the Longhua Club this time also took its homophony and was transformed into "Longhua Miaohui". Traditional projects such as ancient theaters and garden parties collided with cosplay, national comic culture and creativity, and more than 70 first-time stores of various types, highlighting the development goals that Longhua District has always adhered to after completing the comprehensive transformation, allowing Jiangnan culture, red culture and Shanghai culture to blend and become an important soft power to help the high-quality development of the region.
Modern business needs are intertwined with the ancient rhyme of Longhua
Longhua is one of the 12 historical and cultural areas in the center of Shanghai, where many key cultural relics protection units such as Longhua Revolutionary Martyrs' Memorial Site, Longhua Pagoda, Longhua Temple are located, Longhua Temple Fair, Longhua Zen Ceremony, etc. are intangible cultural heritage, and the area has more than 1,000 years of historical and cultural accumulation. In 2021, Longhua Plaza and Longhua Area Comprehensive Renovation and Upgrading Project were unveiled simultaneously, Longhua Pagoda and Longhua Temple completed protective repairs one after another, and the entire Longhua area ushered in a new atmosphere in the interweaving of ancient and modern.
However, the lack of comprehensive commercial carriers in the core area of Longhua has always been a major concern for tourists and surrounding residents. How to make modern business needs complement the historical context of the millennium Longhua has become a new topic jointly explored by the government and commercial real estate developers.
In the Shanghai Longhua Club project, which opened the street, this exploration has a preliminary answer. In the commercial space shaped like a street, Longhua Temple Festival and Peking Opera elements are integrated into the commercial body, and the project team and national first-class actors Shan Yangping, Fu Xiru, Yang Yang and other famous opera performers jointly created a "Longhua Opera Stage" here, using the "weeping flower pillar" components from the Song Dynasty to restore the Liyuan Opera Stage to the greatest extent in the form of the wooden frame of traditional ancient buildings. The four corners of the stage are made of copper sheets, symbolizing Chinese thread incense.
During the opening period, the "Longhua Theater" will take turns to stage excerpts from Yue Opera "Liang Zhu", excerpts from Yue Opera "Purple Jade Chu", excerpts from Peking Opera "Catching and Releasing Cao", excerpts from Peking Opera "Huo Xiaoyu" and other wonderful opera content. In the commercial carrier of Longhuahui's streets and alleys, people can encounter interesting folk performances such as puppet shows, shadow puppet shows, and ancient color tricks at unexpected corners, allowing people to immerse themselves in the new consumer experience of "setting up and singing on stage" in the mall.
After the new appearance of Longhua Plaza 2 years ago, "Longhua Tower Shadow" became the target of people who came to Longhua Plaza to compete for check-in. Today, at the Longhua Club across the street, people can "fix" the position of the current tower shadow through the "Tower Shadow" check-in device on the lawn to obtain a new perspective of the Longhua Tower.
"First store debut debut" multi-dimensional highlighting youthful power
In addition to traditional elements, Longhua Club also introduces national comics loved by young people into the commercial body. The offline debut of the "phenomenal" circle-breaking national comic "China Qitan, Goose Goose Goose" will be staged here, with plays such as "Xianggoose Mountain", "Into the Wonderland" and "Floating Dreams". At that time, the classic scenes and elements of animation such as people's favorite Zen pines, streamers, and fox boys will be restored on site, and the sparkling "Longhua Eighteen Bays" and "Longhua Tower Shadow" and other Longhua imprints will also be skillfully interspersed.
The "China Qitan Goose Goose Goose" that came to Longhua Club this time also set up a special extra-event "Goose and Goose Miaohui", where consumers can buy canvas bags, badges, pillows, tissue boxes and other limited peripheral products to meet their feelings for national comics. On September 27, the well-known cosplay player Li Mengxi "Little Dream" will incarnate the fox boy in the animation and perform the classic clip of "Chinese Qitan, Goose Goose Goose" in real life.
Longhua Club's youthful power can also be seen in its brand selection. The reporter learned that at the beginning of the opening of the street, Longhua Club has gathered more than 200 brands, including more than 70 first stores of various energy levels, including the first store in China, the first store in Shanghai, the first store in Puxi, and the first store in Xuhui, and the first store in the ground business accounts for nearly 90%. These different styles of business form in the retreated glass curtain wall and open semi-outdoor space, forming a new commercial atmosphere in Longhua area that blends ancient and modern.
Among them, "ZAIDI CENTER" is a new lifestyle space with oriental warm style built around elements such as Longhua Pagoda; The design brand "The 30half" invited young creators in the fields of clothing and art to jointly exhibit, and created the first image store after the brand upgrade version 2.0 at Longhuahui. In addition, Longhuahui has also introduced cutting-edge brands such as ARMY LOGIC, a brand dedicated to the "new retro" trend, GOEASY, a fashion brand that creates Chinese mountain culture, a local basketball socks brand "UZIS", and a pet lifestyle brand the Someone.
The popular tea brewing around the stove among young people has also had a new interpretation at the Longhua Club. The creative content label "Yinji Factory", a creative content label of the Group, invited the curator "Fake Magazine" and the youth teahouse brand "Kaiji Teahouse" to present a complex curatorial space called "Xitai Book Club" at Longhuahui, holding resident art exhibitions, art book theme exhibitions, workshops and other activities, providing a "relaxation space" while drinking tea.
Longhuahui has also independently incubated the original IP parrot "Huazi", and specially opened "Huazi's Store" to sell peripheral products co-branded with the environmental protection brand "piu", showing new consumption patterns to customers of different ages and circles.
"Pan-riverside consumption" broadens the commercial territory of "one river and one river"
From CP Happy City and Greenland Colorful City, to the West Bund Phoenix Nest opened at the end of 2021, to the West Bund Financial City under construction, the commercial carrier of Xuhui Riverside has experienced a process of "starting from scratch" and is also facing the challenge of "from existence to excellence" energy level improvement. As a "historical corridor" connecting the "Daxujiahui" and Xuhui Riverside, Longhua Hui's opening of the street effectively complements the commercial space demand in Longhua area, and also makes the "pan-riverside consumption" of Xuhui Riverside more attractive.
On September 27, "West Bund Good Market 2.0" will open in West Bund Phoenix Nest. As the own IP incubated by AI PLAZA West Bund Phoenix Nest, "West Bund Good Market" is taken from the homonym of "Good Market", and nearly 1,000 square meters of themed "pet friends gathering" space will be created outdoors in West Bund Phoenix Nest Mall during the event to meet the needs of consumers for check-in, photo taking and socializing, and dozens of cute pet community activities will also be held.
At the same time, in the waterfront section of Xuhui Riverside, new and micro-commercial facilities are also quietly enhancing the comprehensive experience of "one river and one river" public open space.
As a public service brand on the west coast of Shanghai, "Waterfront Hui" has opened 24 points along the Xuhui Riverside, of which 11 are commercial points, including MANNER Coffee Flagship Store at Waterfront Huige Building Station, Starbucks Pet-Friendly Store, 7-11 Sports Theme Store, Haipai Tea Restaurant Xiaolou Station, American Country-style KFC, LAVAZZA Maritime Tower Station and other "net celebrity" commercial service points.
How to let tourists stay, sit and spend when sightseeing along the river? This thinking of the Xuhui Riverside Management Committee extended the new format of customized dining trucks and meal containers based on the waterfront sink model, which were put into open spaces with a large flow of people along the river. In April this year, the first batch of food trucks and containers were successfully unveiled on the West Bank, opening merchants including Starbucks, Mofanpi ice cream, %ARABICA coffee and other well-known brands. Subsequently, the pet-friendly BIRDIE CUP coffee container, the Western-style fast food truck Let's Mo around the Xuhui Riverside Party Group Service Center, and the KUMO KUMO cheesecake next to the skate park were opened one after another.
By the end of September, 9 food trucks and container points had been opened in the Xuhui Riverside Public Open Space. Among them, the New York Internet celebrity ice cream brand "Il Laboratorio del Gelato Ice Cream Lab", which landed on the West Bank on July 17, specializes in selling limited edition ice cream with West Bank characteristics orange tower cranes, skateboards and pet elements. The "small but beautiful" dining car without losing the smoke and gas further optimizes the commercial facilities along the river and also improves the temperature of the waterfront.
In addition, the West Bund has also launched a "play" riverside project from a different angle, and Shui'anhui Chunshenggang Station has become the first flight experience flagship store along the "one river and one river", integrating UAV science popularization, flight experience, research and training functions, and integrating UAV test flight, display, experience and education and training functions in the first-level station area of Shui'anhui, attracting people along the river to flow from north to south through new scientific and technological experience, and expanding the southward expansion effect of Xuhui Riverside.
Editor-in-chief: Tang Ye Source: Longhuahui Courtesy photo
Source: Author: Shu Shu