The second phase of the project will be opened to the public in the second quarter of this year. Drawing on the existing architectural scale of the park, the second phase of Shangsheng New Institute will build 5 new multi-storey buildings, and add open spaces such as streets, inner courtyards, and squares, and introduce fashionable and creative office industries, commerce, education, sports, culture and other formats, and continue to deepen the urban lifestyle. Blue Bottle Coffee, a global specialty coffee brand, and a number of retail brands that fit the atmosphere of the park will be opened one after another, further strengthening the first-store effect.
Settlement of Rubik's Cube to meet diverse needs
A total of five multi-storey buildings with a total construction area of about 24,000 square meters will be built in the second phase of Shangsheng Xinji, which will be opened to the public in two phases. In 2023, the first building of the second phase and the outdoor camphor square have been officially opened to the public, with commercial enterprises such as Bananai, Ozark and Reebok, and the other four buildings will be opened to the public in the second quarter of this year.
Renderings of the second phase
Renderings of the second phase
It is reported that the five buildings continue the Bauhaus style of the first phase of the industrial building of Shangsheng Xinsuo, with simple and tough lines, and integrate the unique elements of the old buildings of the first phase into the architectural design of the second phase to continue the urban memory. At the same time, the second phase pays more attention to the creation of public social space and atmosphere, using the concept of blocks and alleys to create a multi-dimensional public space in the form of "main square + inner garden"; The area of public space in the second phase has increased by nearly 2,000 square meters compared with the first phase, reaching about 7,300 square meters. These spaces will be the venue for creative events such as pop-ups, exhibitions, and fashion catwalks.
Renderings of the second phase
Renderings of the second phase
The architectural form of the second phase of the project is designed in the form of a settlement Rubik's Cube to create a fashionable social territory. Each building is like a "Rubik's Cube", connected by high-rise corridors to form a three-dimensional pedestrian system, so that multiple business forms interact with each other, and the staircase of the building form also ensures the high-rise vision, lighting, ventilation and other functions. The architectural space with the "Rubik's Cube" as the unit includes single-family houses, stacked courtyards, western-style buildings and other forms, which can meet the personalized needs of enterprises for space, such as setting up terraces, inner courtyards, empty steps, corporate vestibules, creative workshops, etc. Whether it is a small and medium-sized enterprise or a leading enterprise, you can find a suitable space.
Renderings of the second phase
After the second phase is fully opened, there will be entrances and exits around Shangsheng Xinsuo - Anxi Road, Yan'an West Road, Niuqiaobang Road, and Panyu Road. The new institute will be open to the public in a more open and immersive manner. The parking needs of many citizens will also be satisfied, and nearly 300 underground parking spaces will be set up in the second phase.
Rich business formats, many famous enterprises/first stores gathered
As a 7x24-hour immersive cultural district, Shangsheng Xinsuo attracts fashion and creative industries to settle in and gather and empower the regional economy with its unique historical and cultural atmosphere and cultural operation concept. In the first phase of the project, there are the world's top creative agency IDEO, the well-known special effects company Digital Domain, the well-known architectural agency AAI, advertising doors and other enterprises. It is reported that iQiyi, a leading streaming media platform, is also about to settle in Shangsheng Xinsuo, and the office space is currently under renovation.
Brand decoration renderings
As an entertainment company driven by scientific and technological innovation, iQIYI has been using technological innovation to reduce entertainment costs, and is committed to providing users with a youthful, sunny and positive content experience, so that more people can get more happiness more conveniently, and continue to create explosive content to lead the industry.
Renderings of iQIYI's office
At the same time, on the first floor of the entire office building of iQIYI, two trendy experience stores will also be settled together - Wonderland Crossing X-META (Full Sense VR, Metaverse, Fantasy Park) and high-end script killing hall Strange People Universe. In the future, the public will be able to experience iQIYI's popular film and television IP through trendy forms such as VR. Shangsheng Xinsuo will also explore more possibilities for cooperation with brands and explore new ways to operate the content of urban renewal projects.
Renderings of the store in the Strange Man Universe
X-META EXPERIENCE SCENE EXAMPLE DIAGRAM
In the nearly five years since the opening of the first phase of the project, Shangsheng Xinji has gradually explored a set of operating concepts that adapt to the atmosphere of the park in terms of commercial formats and atmosphere, and continue to introduce brands that are outdoor sports, natural and environmentally friendly, niche products, and can provide more emotional value to cope with the changes in consumer values and needs. Through the control of the personalized brand value and quality of the settled brands, we will create a "new place" style urban lifestyle set.
Therefore, in terms of brand selection and cooperation in the second phase of the project, Shangsheng Xinji also pays special attention to continuing and expanding the concept of "front store and back enterprise (factory) + diversified show" in the first phase of the project, fully tapping the potential of the site, and empowering the brand with the unique advantages of the site. In the second phase of the settled enterprises, optical product manufacturer SIGMA (SIGMA) and sticker brand JUST.FOTO are all settled in the mode of "front store and back enterprise", the brand will more directly observe consumers, and have more benign interaction with consumers; Hanbo International will be settled in the form of "office + exhibition hall" to incubate in the field of fashion technology, and Hanbo Designer Salon (HDL) will also show the most cutting-edge fashion brands through cooperation with world-renowned designers.
In addition, the second phase of the project still brings together many brand first stores. On March 30, Blue Bottle Coffee will be the first to open in the second phase. This global specialty coffee brand originating in the United States has attracted widespread attention as soon as it entered Chinese mainland. The Blue Bottle Coffee Shangsheng Xinsuo store is also its first store in Changning District, Shanghai. The light outdoor retail platform Quye, the parent-child sports lifestyle brand JUMP+JOY, the British trendy electric scooter brand Pure Electric, the children's clothing brand Youlan's family lifestyle space store, and the Yunnan rural food brand Yexuan's Farm to cup concept store will also be settled. Without exception, these brand stores are either the first stores in China, the first stores in Shanghai, or the first stores in the region.
Behind the introduction of the commercial brand of Shangsheng Xinsuo is the insight of the project operation team into consumer needs. After the full opening of the second phase of the project, the improvement of the shopping ability of Shangsheng New will not only be reflected in the expansion of space, but also in the selection and layout of brands.
After a long time, the vitality of the space is released
Shangsheng Xinsuo is located in the eastern part of Changning District, in the middle of the three historical and cultural areas of Xinhua Road, Yuyuan Road, Hengshan Road and Fuxing Road. As one of the benchmark cases of urban renewal in Changning District, the history of Shangsheng Xinshu can be traced back to the twenties and thirties of the last century, and it originally belonged to the Colombian circle developed by Puyi Real Estate. The three existing historic buildings in the park, the Columbia Country Club, the Navy Club and its annex pool, and Villa Sunco, were built at that time. The industrial buildings currently scattered in the park were designed and built by the Shanghai Institute of Biological Products, where office and production were carried out in the 50s of the last century. With the relocation of the Shangsheng Institute, the plot has evolved from an entertainment and leisure place to an efficient and orderly closed scientific research site.
Since 2016, after the renovation and operation of Shanghai Vanke, the area has become a public cultural block open 24/7, and rich and diverse cultural activities such as exhibitions, dramas, concerts, lectures, and comedies are staged in various spaces of the park throughout the year. As one of the literary IPs of Shangsheng Xinsuo, the Coffee Theater Festival will be held for the fourth time this year. From the May Day holiday until the Dragon Boat Festival, four classic coffee dramas will be staged at the Navy Club, Sun Ke Villa and the park's store space, allowing the audience to experience the charm of immersive drama, and during the "May Day" period, there will also be a coffee market in the public square area of the park.
The unique historical and cultural atmosphere and architectural space form have made Shangsheng Xinsuo a fashion and creative industry cluster. The display of each brand in Shangsheng Xinsuo is not only limited to the office space and brand stores, but also can be expanded to the century-old fashion show, old houses, public squares in the park, and even interlink with other brands and cross-border marketing to help the brand speak.
The completion and opening of the second phase of the project will further unleash the vitality of the space, help the regional fashion and creative industries to gather, and create a world-class business environment. At the same time, it will also help the construction of a 15-minute community life circle with a larger space, more diversified brands, and richer cultural content.