This year, spring in Shanghai is long overdue, and while the spring cold is still there, the West Coast is already very lively.
On the one hand, top international brands such as Prada, LA MER, TIFFANY&Co., etc., took turns to lead the way, and on the other side, international superstars such as Jun Ji-hyun, Carina Lau, and Tang Yan gathered together and star-studded.
For a time, the west coast of Shanghai "exploded".
According to rough statistics, 50% of Shanghai's fashion launch events in the first quarter of this year were held in the West Bund, and 50% of the events landed in the West Bund Financial City.
The arrival of a large wave of fashion resources not only enriches the lineup of West Bund fashion brands, but also further strengthens the positioning of Shanghai West Bund as a "new landmark for the world's first exhibition and debut".
As the most intensive part, the high concentration of international events has once again pushed the West Bund Financial City into the focus of the topic.
At the beginning of June last year, Hongkong Land released the concept of "show, entertainment and shopping" for the first time, pointing out that in the future, West Bund Financial City will bring a full-link and all-area consumer experience to the city through various life elements such as exhibitions, shows, entertainment and shopping.
Since then, the West Bund Financial City has been active in the public eye.
With the unveiling of the "West Bund Vortex (ORBIT)" (hereinafter referred to as "ORBIT") and the century-old Nanpu Station renewal project "STATION 1907" at the end of last year, the concept of "show, entertainment and shopping" has gradually changed from virtual to real, and the perception is becoming stronger and stronger.
See the subtlety, see the beginning and know the end. In the process of phased cashing, the West Bund Financial City has continuously created a "peak hot spot" in the industry, and achieved a comprehensive breakthrough with the cooperation of fashion and art resources.
The grand territory we have been waiting for for a long time is slowly unfolding.
2024 Shanghai International Event Highland
The West Bund City deserves its name
At the end of last year, ORBIT, as the first public building to be built in the West Bund Financial City, was officially unveiled at the 10th West Bund Art & Design Fair.
Further reading: China's first "Art Waterfront International Forum" landed in WEST BUND, and the West Bund Financial City is frequently moving
This avant-garde landmark public art building brings a stunning visual experience to people with its cutting-edge design style.
Especially at night, the shape of a flowing ribbon stands upright on the edge of the Pujiang River, and in the midst of the ambilight, ORBIT quickly became an eye-catching new landmark along the river, and it amazed the audience on its debut.
As with its artistic appearance, ORBIT has also hosted a number of international events in the field of arts and culture.
On March 14, Tiffany & Co. presented a new piece of the brand's high jewelry collection, Bird on a Pearl, at ORBIT, which is not only the first appearance of the collection in China, but also the first haute couture jewelry show in China in 2024.
The iconic work of legendary Tiffany designer Jean Schlumberger, Bird On A Rock has always been a Tiffany brand icon.
This time, Tiffany has created an immersive space embellished with bird's cut-outs in ORBIT's natural and flexible space, exclusively exhibiting Jean Schlumberger's eye-catching work.
Each of the hundreds of jewellery pieces on display is a testament to the brand's exceptional craftsmanship and heritage. Among them, the new Rainbow Bird on a Rock brooch series was also exhibited in Shanghai for the first time and became the focus of the audience.
An unprecedented feast of jewellery and fluid architecture create a touching visual experience that evokes the impression that this is a collision of inspiration between two design masters that transcends time and space.
In addition to the dazzling jewelry, the lineup of superstars invited to participate should not be overlooked, Carina Lau, Tang Yan, Yan Chengxu and other stars arrived at the scene and attended the appreciation dinner.
The dinner will set up the ORBIT roof deck, with an exclusive 270-degree view of the out-of-print river and the commanding heights of the Xuhui Riverside, revealing a new picture of the beautiful scenery of the Pujiang River for guests, giving every guest an unparalleled and distinguished experience.
AT THE SAME TIME, ORBIT ALSO HOSTED THE NEW PRODUCT LAUNCH OF LA MER AND THE 2023 VOGUE FASHION POWER EVENT.
*LA MER海蓝之谜新品首发
*2023 VOGUE时尚之力盛会
Nowadays, brands attach great importance to creating a unique interactive experience with consumers, hoping that consumers will feel the uniqueness and value of the brand. And events such as brand launches are a direct bridge between consumers and brands to establish connections and emotional bonds.
In this context, ORBIT, with its flexible and changeable spatial layout, is not only able to undertake brand haute couture exhibitions and provide VIP customers with immersive experiences, but also to hold various brand launch events.
It is worth mentioning that ORBIT's excellent supporting service capabilities also ensure that the brand can meet the diversified needs of the exhibition space, which makes ORBIT stand out from the crowd of art venues and is favored by international brands.
Of course, in the West Bund Financial City, people can not only experience the most cutting-edge fashion and art atmosphere, but also experience activities rich in cultural heritage.
STATION 1907 has been transformed from a century-old Nanpu station into a stylish urban garden under the restoration of Hongkong Land, which is not only suitable for avant-garde art exhibitions, but also transforms the century-old railway track relics into a catwalk.
During the 2024 Chinese New Year of the Dragon, artist Jacky Tsai and Belmond Train's iconic "Eastern & Oriental Express" art installation entered Shanghai's century-old Nanpu Station for the first time, and the 15-meter-long carriage was tailor-made with the theme of "Dragon" 2024, a perfect fusion of history, culture and contemporary art.
The 100-year-old Oriental Train "enters" the tracks of the 100-year-old Nanpu Station, creating an immersive sense of historical shock for people.
At the same time, Shanghai Tang and Jacky Tsai jointly held a limited-edition pop-up exhibition, and at the same time, Shanghai Tang also held its first rail fashion show at the opening point of STATION 1907, which was also the national premiere of Shanghai Tang's Spring/Summer 2024 collection.
In the swaying steps of the models, the century-old Nanpu Station has become a modern and cutting-edge show in the city.
The ingenious space design and innovative space operation thinking have brought great surprises to the public, and people have also been impressed by the creativity and ingenuity behind them.
In addition, STATION 1907 has been working tirelessly to link with brand activities, including % Arabica's first flagship store in the train station, the Star Art Museum Prada exhibition, and L'ORÉAL Paris Winter Garden, etc., to create it a cutting-edge fashion landmark.
Hongkong Land's professional-grade resource integration capabilities are obvious to all.
International exhibitions and fashion shows are frequently held at the north and south ends of the West Bund Financial City site, jointly creating an "art and cultural feast" with the unique characteristics of the West Bund Riverside, and also helping West Bund consolidate its positioning as a "national debut stage".
In the concept of "show and entertainment", "show" and "show" are being implemented.
It is believed that when the "Show Entertainment and Shopping" is fully presented, the West Bund Financial City will surely open people's infinite imagination of the artistic life of the riverside.
The centennial Nanpu Railway Station 1907 departed
Be resurrected by an aesthetic and content full of emotional tension
After more than ten years of development and construction, the West Bund has formed a unique cultural temperament and a strong artistic atmosphere, and has become a dazzling waterfront art highland in Shanghai.
According to statistics, a total of 390+ events were held in West Bund last year, including the Pradasphere II exhibition, lululemon pop-up outdoor exhibition, etc., which can be said to be the area with the highest frequency of city-level events and exhibitions in Shanghai.
The annual visitor flow exceeds 40 million, which is equivalent to more than twice the highest annual visitor flow of Yu Garden and the highest annual visitor flow of the Forbidden City.
It is worth mentioning that this year, the West Bund will also hold major cultural events including the FISE international competition, the 60th anniversary of the establishment of diplomatic relations between China and France, and other major cultural activities, especially noteworthy, LV will hold a global fashion show next month, which is also the brand's first choice of West Bund as the venue for its debut event after a lapse of four years.
With the increasing intensity of art activity in the West Bank and the urgency of people to get outdoors and relax, the West Bank is full of people, even on weekdays.
Overall, the West Bank's visitor base is divided into three main groups.
Art lover and collector. They have a strong artistic appreciation and aesthetic power, a strong sense of fashion, and at the same time have a certain consumption power, and have formed the habit of regularly visiting exhibitions.
Lovers of outdoor life. Among them, there are many young people full of youthful vitality, shovelers who travel with pets, and young families who need to walk their babies on weekends. They are fashion lovers and are keen on popular outdoor sports including land rushing, camping, cycling, etc.
Indigenous people of the West Bank. With the advantage of first-line river views, the West Bund has gathered many high-end residential projects, including the first phase of the West Bund Central Hui Apartment, which has been fully unveiled (according to the survey, 54% of the luxury houses in Shanghai (the average price is above 120,000 yuan per square meter) are in the West Bund).
In recent years, with the industrial and commercial development of the West Bank, a number of "big players" in the Internet and technology industries have been introduced, attracting a number of wealthy upstarts from all over the country.
They either live or live in the West Bank, have higher incomes and pursue a high quality of life experience.
This is a large number of high-quality customers who are not envied by other business districts, who are willing to pay for cultural consumption and interests, and the core of which is the young generation's pursuit of a new lifestyle and attitude of "relaxation".
More importantly, they have developed a high dependence on the artistic life of the West Bank's waterfront, which also determines that the frequency and stability of these groups to visit the West Bank is sustainable.
The west bank is about 11.4 kilometers long along the river, and the hinterland covers an area of about 9.4 square kilometers.
At present, the commercial layout is relatively scattered and lacks the overall atmosphere, and the scale and content are not enough to meet the needs of a huge number of people for exquisite life consumption.
Many of you who have been to the West Bank have experienced problems with parking and finding fine dining and coffee shops within walking distance.
Clearly, there is a mismatch between supply and demand between business and population demand in the West Bank.
Based on the current market demand, STATION 1907, as the first commercial space open to the outside world in the West Bund Financial City, not only provides 400 parking spaces and pet supply stations in terms of hardware facilities, but also plans to introduce high-quality F&B brands to "fill the gap" for the rigid needs of the current customer base.
As expected, % Arabica Coffee's first flagship store at the railway station was an instant hit, and its unique themed scene design quickly became popular on social media, becoming a popular check-in spot in the city, which also confirmed Hongkong Land's accurate research and judgment on the needs of regional customers.
It has to be said that Hongkong Land understands the "traffic code", and its strong content planning and resource integration capabilities are vividly reflected in the small but beautiful space of STATION 1907, and presents a new waterfront lifestyle for people.
I have to admit that STATION 1907 has naturally created a commercial form with a sense of relaxation and life——
It can provide people with a sense of physical and mental relaxation through unique historical platform relics, single-family building forms and in-depth cultural experiences, to apply the recently popular concept, STATION 1907 is a typical "non-standard business".
Benefiting from the open block-style commercial space, STATION 1907 pays great attention to creating a unique commercial atmosphere, creating a waterfront lifestyle that integrates with nature through the installation of outdoor dining and entertainment and leisure facilities.
The high-quality customer base and STATION 1907's new waterfront lifestyle space have successfully attracted a number of content-focused brands and institutions.
In addition to % Arabica Coffee, RE will also settle in RE STATION Cycling Life Station in the form of an outdoor station for the first time in the form of an outdoor station, starting point in STATION 1907, becoming a community for cyclists.
In addition, STATION 1907 will also introduce a number of brands that understand life and have content creativity, such as the flagship first store of the high-end gym Panatta, the first store of the hamburger brand Shogun Burger from Tokyo in China, the first store of the coffee brand Unir Coffee from Kyoto in China, and the top steakhouse in Shanghai, William Steakhouse.
*Burger and coffee shop in the fence
Not long ago, the FEASTCON Cultural and Food Festival was held at STATION 1907, and the food market was launched at the same time.
Many F&B brands from Wutong District came to West Bund for the first time to discuss, exchange and share Chinese and foreign food and beverage culture with F&B industry leaders, rookies and urban gourmets in a natural and relaxed environment.
It can be seen that STATION 1907 is building a new waterfront lifestyle combination around the four elements of socialization, food, art and waterfront.
If ORBIT is a noble and elegant princess born with a golden key, then STATION 1907 is like a vibrant and tasteful "city life home".
As you can imagine, when STATION 1907 officially opens, it will be home to exquisite lifestyle brands such as original design, lifestyle aesthetics, Bistro, Brunch, coffee, and bistro.
STATION 1907 is like an "emotional recharge field" for urbanites, whether they are literary and artistic, fashionista, sportsmen or pet lovers, they can relax and rejuvenate themselves at any time.
Hongkong Land opens up the imagination of the West Coast
The riverside lifestyle of the future is ideally taking shape
Frankly speaking, when Hongkong Land first proposed the concept of West Bund as the "glue" of the West Coast, we were still a little vague about the positioning of "adhesive".
After several months of follow-up reports and observations on the West Bund Financial City, we not only understand the "glue" in the context of Hongkong Land, but also have a new understanding of the name of "STATION 1907".
Last week, West Bund Financial City keenly captured the traffic password of the cherry blossom season based on past experience, warmed up in advance, and created the 2024 West Bund cherry blossom viewing map, which quickly dominated the Xiaohongshu West Bund 1500-meter cherry blossom Avenue check-in strategy, adding another popular out-of-the-circle scene to the chill life on the West Bund.
"STATION 1907" is not only the northernmost starting point of the commercial circulation line of the West Bund Financial City, but also the starting point of the Xuhui Riverside stretching from north to south in terms of physical location.
Therefore, we can see that Hongkong Land wants to shape STATION 1907 as a new paradigm of waterfront commercial district, and hopes to open up a new international waterfront living experience for people through this iconic starting point.
In this process, Hongkong Land relies on its strong resource integration capabilities to not only unite the rich activity resources of the West Bank, but also effectively connect the city park and other commercial flash points, and strengthen the regional influence of the West Bank through this bonding method.
You must know that STATION 1907 has not yet officially opened, and the West Bund Financial City is still just emerging, but STATION 1907 has continued to dominate social platforms such as Xiaohongshu, and the topic is still high.
Therefore, we also have reason to believe that when the West Bund Financial City is fully completed, it will bring people an unprecedented riverside lifestyle and set off a phenomenal "West Bund boom".
Write at the end
If Wutong District represents the modernity and prosperity of Shanghai in the past, then we firmly believe that the West Bund of Shanghai is the ideal waterfront lifestyle destination for urbanites in the future.
It is home to a new international urban waterfront lifestyle, healthy, light and vibrant.
Looking at the West Bank business, no matter in terms of volume or richness of business content, it can be said that the West Bank Financial City deserves to occupy the C position——
In our view, the C position is not only an honor, but also a greater responsibility, which needs to be leading.
Judging from the current phased implementation of the West Bund Financial City, we deeply feel that Hongkong Land's cutting-edge thinking and attention to detail have not only injected international vitality into the West Bund of Shanghai, but also contributed valuable experience to the sustainable development of the city through the renewal and renovation of the Nanpu Railway Station.
We also look forward to the full implementation of the "Show and Entertainment Shopping" in the West Bund Financial City, and the West Bund will become a shining business card of Shanghai in the future.