The renewal of Century Plaza on Nanjing East Road, downtown China, has attracted a lot of attention. No. 558 on the north side of the plaza cooperates with the overall renovation, with the goal of "curatorial comprehensive commercial body", showing a new business model, attracting a number of first stores to settle in, including the immersive virtual and real interactive digital IP performance center THE BOXX, the first store of Häagen-Dazs and the first "Ark of Transformers" theme restaurant in the mainland. These three stores are doing their best to create a characteristic cultural consumption center on Nanjing East Road.
As an innovative and leading brand of immersive cultural business, THE BOXX has created the Metaverse Digital Art Interpretation Center with the theme of "Born in the Light, Ten Miles of Nanjing Road, a New World", relying on the theme of "Light", to create the exclusive city IP of Nanjing Road Pedestrian Street with the main theme and positive energy, and a digital cultural tourism project integrating "content, business, and digital technology" - "City of Chasing Light".
The biggest feature of "City of Chasing Light" is the use of digital performing arts technology, the use of professional sound and light intelligent control system, multimedia digital content and real dancers in the performance of virtual and real integration, through naked-eye 3D, AR/XR smart wearable devices, spatial interaction, blockchain, holographic motion capture, AIGC and other technologies to increase the interaction between the audience and the content, so that the audience can immerse themselves in the repertoire and get a better viewing effect and interactive experience.
Huang Wei, the owner of THE BOXX, has been focusing on the field of digital performing arts for many years, and the team has created a new performing arts space in various categories such as "comedy, drama, holographic, and music Live". In the process of operation and practice for many years, I have become more and more aware that the core of the construction of the digital performing arts ecosystem is to build a strong content IP creation system combined with a digital intelligent entertainment industry cluster. Therefore, the birth of today's digital light and shadow drama "City of Chasing Light", which integrates virtual and real, will bring the most direct sensory shock and emotional resonance to the audience.
In addition, another major feature of "City of Chasing Light" is the high degree of adaptation of the interpretation content to Nanjing East Road. The five chapters presented in "City of Chasing Light" – Lighting, Western, Triumphant, Pushing the Window and Light of the Future – tell the story of the historical changes, commercial development and urban civilization of Nanjing East Road, as well as Shanghai's youthful vitality, inclusiveness and pursuit of excellence. In addition to the residency of the repertoire, it will also launch more high-quality digital performing arts content such as IP full-sense digital interpretation shows, visual arts, electronic music, virtual digital idol performances, digital art exhibitions, and metaverse concerts. "China's first commercial street", Shanghai's business card, the place where China's first electric light was lit...... These imprints allow Nanjing East Road to carry the historical and cultural heritage of Shanghai, and the first "Metaverse Digital Art Interpretation Center" here also gives THE BOXX a fertile soil for innovation on the shoulders of giants.
In addition, the renewal of Century Plaza, the outdoor large screen, magic kaleidoscope, mother-of-pearl square and other creative designs have made it show a younger, trendy, and IP-based new look. Secondly, the new consumption model from traditional offline shopping to online and offline integration can meet the diversified needs of consumers. THE BOXX is committed to creating a digital performing arts ecology that integrates the virtual and real in the metaverse, combining metaverse technology, IP content, stage art, etc., to participate in the construction of an innovative development model of culture, business and tourism that integrates virtual and real, which will also become a major trend in the future business.
In addition to immersive performances, the update also attracted an immersive restaurant, the first "Ark of Transformers" themed restaurant in mainland China. According to Clu Soh, head of the restaurant's art program, the entire restaurant was designed to look like an ark ship, which resembles the Ark that the Autobots flew on when they fled from Cybertron to Earth, giving the restaurant a background to the story.
The biggest feature of themed restaurants is that they immerse themselves in the scene. Clu said his team is also working to create a more immersive themed restaurant, "At this stage, a big part of our work is to look back at the Transformers story, dig up classic scenes and lines, and find ways to embed them in the restaurant to resonate with fans." ”
At present, the setting of the theme restaurant is that the Autobots fled to Earth on the ark and stayed in Shanghai, and began to repair, renovate, and upgrade the ark. Each customer present was invited by the Autobots to enter the Ark and enter the world of Transformers as an earthling. This is also the immersive-themed restaurant that Clu and the team understand, not just a simple scene layout and the accumulation of Transformers elements, but a combination of Transformers culture in the restaurant.
According to Clu, there will be many immersive interactions in the restaurant, such as when ordering, customers can see the introduction video of the food, there will be small easter eggs in the restaurant, customers will inadvertently dig up, and it will have a large screen like the world's first store in Causeway Bay, Hong Kong, to interact with customers.
The first store in Shanghai is the second store of the themed restaurant in China, and the first store in Causeway Bay, Hong Kong, opened in April this year. According to Clu, the two themed restaurants are different in terms of food and merchandise. In terms of dishes, the Transformers-themed burgers such as black truffle Angus beef burger and crab avocado burger, which are the main ones in the Hong Kong store, will also be retained in Shanghai.
In addition, according to demand, local flavors of food will be launched, so that tourists on Nanjing East Road can also feel the characteristics of Shanghai, and secondly, the Shanghai store will sell city-limited goods, and fans can DIY their own T-shirts in the store.
Clu believes that Transformers-themed restaurants, in addition to attracting fans, will attract more locals and tourists. "We invest a lot in food and beverage, hoping that it will not only be a platform for cultural exchange between the Transformers brand, but also a delicious and healthy restaurant. Considering that the restaurant is located in the prime area of Nanjing East Road, there is a large flow of customers from the south to the north, if it is done well, it can have an impact in the tourism industry and win potential customers. ”
In 1996, Häagen-Dazs landed in China and opened its first store on Nanjing Road Pedestrian Street. At the end of this year, Häagen-Dazs returned with a new store that combines "French style" and "Shanghai style", launching a unique menu and peripheral products with urban culture in the core area of Nanjing East Road.
The newly renovated Häagen-Dazs store presents a complex artistic feel, with an open glass door at the entrance, and different forms of lighting settings to attract visitors to enter. Walking into the store, you will see a well-designed taste wall, a walking aisle and a sculpture wall of handmade pint cups, allowing customers to intuitively understand the brand's historical background and artistic temperament. On the third floor, there is a stage and VIP booth area, which can realize the transformation of a variety of social scenes according to needs.
The store has been transformed into a brand experience center – the store design and high-quality service concept of "table-to-table service" are combined with digital store operation tools to create a more sophisticated and luxurious experience, while also maximizing the operational efficiency of the Häagen-Dazs store.
Mr. Su Qiang, President and Managing Director of General Mills China, said: "As a company with a history of 150 years, continuous innovation is one of General Mills' core global values. We are very optimistic about the continued development of the Chinese consumer market, and will continue to increase our investment in brand renewal and investment. It is believed that after the opening of the new Häagen-Dazs store on Nanjing East Road, it will bring a 'fashion sense' of French life to the consumer market of the pedestrian street, and also bring new blessings and boosts to the business of the group and the brand." ”
Reporter / Yuan Wenxin
Editor / Lulu Chen
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