At the end of last month, Blue Bottle Coffee Changning's first store opened in Shangsheng Xinsuo. As more and more visitors come to check in, more details of the second phase of Shangsheng New Institute are gradually displayed in the public eye.
In fact, since the opening of the park in 2018, there has never been a shortage of voice.
The opening of the three historic listed buildings, "Columbia Country Club + Villa Sunco + Navy Club", is enough to stimulate people's curiosity and desire to explore the "Columbia Circle", a living circle in Colombia nearly 100 years ago.
After two years of restoration and renovation by Vanke, this park with Hudak's works and a century-old English-style swimming pool has become a veritable first-generation "Internet celebrity check-in place".
It is not an exaggeration to say that it is "the peak of its debut".
However, as a commercial project, although Shangsheng Xinsuo has a unique cultural heritage and architectural characteristics, its shortcomings are also quite conspicuous.
First, the geographical location is slightly awkward, not close to the subway station and the surrounding area is mainly residential communities, and there is a lack of other large-scale businesses to form a business district together;
Second, the lack of anchor stores has led to the failure of Shangsheng Xinshu to establish a strong commercial attraction, which in turn weakens its effective drive to the surrounding customer flow.
Third, Shanghai's typical climate characteristics of cold winters and hot summers have brought many challenges to the commercial operation of the neighborhood.
However, with the passage of time, after nearly 6 years of operation, Shangsheng Xinsuo has entered a new stage.
If the impression of Shangsheng Xinsuo is more reflected in the renewal of century-old buildings than when it first opened, then now, Shangsheng Xinsuo is refreshing with younger and more energetic internal content.
Last weekend, Valentino and Sleepless Nights presented an immersive drama called "Siren Siren", children laughing and playing in the camphor square, and the outdoor shopping area was packed with international families.
The classics of the times and the modern modern collide here, and the whole neighborhood is filled with youthful atmosphere, sports trend and literary temperament, which makes people feel extremely relaxed and comfortable.
As business observers, we continue to monitor the progress of Shangsheng Xinju. In the course of its development, we have noticed two distinct milestones.
The first time was the opening of Tsutaya Shoten at the end of 2020. In the public's impression, Shangsheng Xinji has gradually transformed from a cultural and tourism-style Internet celebrity attraction check-in place in the early days of its opening to an "urban lifestyle set", and its core positioning of "7X24-hour immersive cultural park" has gradually taken root in the hearts of the people.
"In 2018, 'lifestyle' was still a relatively new concept in China," the project team judged that consumers would be more inclined to meet their psychological needs and achieve self-expression in consumption in the future, and social goods would shift from popularization and standardization to niche and personalization.
In addition to the study of consumer trends, the determination of the "lifestyle" format is also based on the insight of the customer group in the region.
From a broad perspective, Changning District is a traditional "small but beautiful" high-quality living area in Shanghai's main urban area, and it is also a large area for expatriates to live.
Narrowed down to the Xinhua Road area where Shangsheng Xinsuo is located, the original Colombian life circle refers to Xinhua Road, Fahuazhen Road, and Panyu Road. With its tranquil environment and far-reaching historical and cultural atmosphere, this area is an ideal place for many local wealthy families to live in a quiet corner.
Based on this, Shangsheng Xinshu began to introduce brands that are in line with the "lifestyle" format.
The first to land was the Tsutaya Bookstore.
*According to the official account @ Tsutaya Bookstore
In December 2020, Columbia Country Club, which has a history of nearly 100 years, welcomed the first Tsutaya bookstore in Shanghai. The building with a strong cultural foundation and the high-quality customer base around the project are very consistent with the location strategy of "one store, one policy" of Tsutaya Bookstore.
The second time is in 2023, with the opening of KOLON SPORT's first brand culture center store "KOLON 1973" in the core of the square in front of Tsutaya Bookstore, a series of light outdoor fashion brands have begun to land one after another.
GRAMICCI opened its first pop-up store in China next door to Starbucks, Seesaw's neighbor is the first offline store of the new brand 1940 launched by the bicycle brand permanently, and PURE ELECTRIC, a high-end electric scooter brand, opened its first showroom in China on the side of Fountain Square (which will be settled in the second phase of the project in the future).
*1940NINETEEN FORTY
*PURE ELECTRIC
In addition, Building N1 of the second phase of the project has successively welcomed Ozark Hub, the first neighborhood store in Ozark, the Reebok X nautica Baifan Retro Union Store, and the Banana Headquarters.
*Ozark Hub
*Shonai
Urban Outdoor氛围逐渐形成。
On the surface, this wave of adjustment and reform seems to have caught up with the current trend of people's yearning for outdoor lifestyle.
In fact, long before that, the project team introduced the concept of Glamping (Glamorous + Camping).
Following Tsutaya Bookstore, Suran's outdoor sports brand AnKoRau and sustainability store klee klee & friends have settled in succession.
* AnKoRau
*klee klee & friends
These two brands are extremely good at community operation, focusing on green, sustainable and recyclable culture, and have successively carried out a series of activities such as new product launch shows, environmental protection exhibitions, and sports clubs in Shangsheng Xinsuo.
In particular, An Gaoruo held two sports markets in Shangsheng Xinsuo, gathering a number of niche sports professional brands and sports clubs.
*According to the official account@AnKoRau An Gaoruo
The high-quality community activities have laid a solid foundation for the transformation of Shangsheng Xinsuo into Urban Outdoor, and also brought a group of outdoor sports enthusiasts and new users with high brand loyalty.
In addition, at the level of space operation, Shangsheng Xinshu began to consciously operate the external area, giving each merchant more space to play in scene creation, and enhancing the sense of integration between the ground floor and the site.
One of the most eye-catching is undoubtedly the redesign and adaptation of the pool area.
The building was originally used for food and beverage on the ground floor and retail on the second floor.
At present, the food and beverage section is mainly presented by a number of international cuisines, including LENBACH POOLSIDE, LENBACH ANFORA, CASA BAJA, LOS PACOS and El Pescador, with categories such as Italian Brunch, Natural Wine Bistro, Spanish, Mexican and Seafood Bistro.
The retail on the second floor, with the exception of Seletti, has all been withdrawn, and the new store that will open soon is also a bistro restaurant called Naif.
The new brand cleverly uses the swimming pool landscape design public area to display the space, with a unified and harmonious style, reproducing the modern style of Shanghai in the past.
It is not difficult to see that when choosing a cooperative brand, Shangsheng Xinji attaches great importance to the other party's design aesthetics and content co-creation ability.
Judging from the list of new brands settled in Shangsheng Xinsuo, whether it is KOLON, Reebok or permanent bicycles, the project mainly absorbs some classic brands. They share a spiritual core with this nearly 100-year-old campus: it will stand the test of time.
*Reebok
However, these brands are not unchanged in Shangsheng Xinsuo, but they are all unveiled in a new form - the classic brand is renewed and iterated in the classic park, which also echoes the meaning of "rebirth" of Shangsheng Xinsuo, and the business logic behind this is undoubtedly the business endurance of the classic brand.
In addition, there are also many owner brands in Shangsheng Xinsuo as embellishments to add vitality and freshness to the project.
When communicating with tenants, we learned that the atmosphere of "campus culture" prevails in Shangsheng Xinsuo, and the relationship between brand tenants is not a zero-sum game:
The people who buy Angoro are also KOLON, GRAMICCI users, and the customers who drink blue bottle coffee also frequent the Tsutaya bookstore.
Tenants work closely together, share resources, and inspire endless possibilities through cross-border innovation.
For example, during the opening of Blue Bottle Coffee, other tenants provided varying degrees of support to expand their reach, including the reading area in the store, which was presented in collaboration with the team of Shangsheng Shinshosho Tsutaya Bookstore.
Brands with the same philosophy come together, and they also invisibly expand each other's "circle of friends", attracting a steady stream of young people and brands with common interests and hobbies to join.
At the same time, Shangsheng Xinshu also encourages tenants to organize 2-6 activities spontaneously every year.
In this way, tenants can have hundreds of activities a year, creating a multiplier effect.
It can be seen that Shangsheng Xinshu has created a good business atmosphere for brand tenants, and provided the soil for innovation and creation, which further stimulates the brand to unleash its imagination.
Most typically, following the positive response from AnKoRau and klee klee & friends, Suran Group has carried out an overall renovation and upgrade of Building 3 where klee klee is located, and started its in-depth exploration of sustainable lifestyles in Shangsheng New Institute.
At present, in addition to the klee klee & friends lifestyle space, Building 3 also introduces its incubated independent brands, including naze naze, a handmade weaving shop, 3ge3 project, an experiential space that integrates exhibition and retail, and two coffee shops, Shardaa and coffea SHED (Shardaa focuses on spreading Tibetan cultural exchange and display, and coffea SHED focuses on coffee farming).
*左图为Sharda,右图为Kofia Shade
In the planning of the project team, Shangsheng New Residence is divided into three areas with their own characteristics: Sunke Villa symbolizes Classic, Phase I embodies Modern, and Phase II represents Future.
In the second phase of the project, a total of five new multi-storey buildings with a total construction area of about 24,000 square meters will be fully exposed this year.
The overall architectural design was designed by Oval, which is visually Bauhaus style, with clear lines and simple shapes.
*Renderings of the second phase, according to | Official account @上生新所
At the spatial level, the design team used the concept of blocks and alleys to add more multi-dimensional public spaces such as corner gardens, large staircases, and characteristic stairs through the layout of "main square + inner garden", providing more places for urbanites to rest and socialize close to nature.
Considering the attributes of tenants as "front shops and back enterprises", the project uses the design concept of "no ground floor" and "multiple corridors" to create an active commercial atmosphere while meeting the dual needs of office and commerce.
The first floor of the space is fully opened, emphasizing interaction with people on top of the scene, creating a deep sense of "interaction" and "participation" between people and the field, and achieving a "cage-free" experience.
You can see iQIYI's fence at the scene. According to reports, iQIYI will be in the floor-to-ceiling theater on the first floor, and two trendy experience stores will also be settled together - Wonderland through X-META (full sense VR, Metaverse, Fantasy Park) and high-end script killing hall Strange People Universe.
At the brand level, in addition to the brands that have been exposed so far, the second phase will introduce more international brands to their first stores in China, such as the first store in China of PURE Electric, a high-end electric scooter brand from the United Kingdom.
Founded by the father of Formula 1 driver Lando Norris, the brand is committed to putting sustainability into practice. Built for the urban crowd, PURE Electric's innovative design combines the comfort and aesthetic value of an electric scooter to fundamentally change the way people travel.
There are more retail-oriented complex stores, such as the first Farm to cup concept store in Shanghai, the "Go Wild" space for ecological landscaping, and the family lifestyle retail brand Allblu.
As well as enterprises with display needs, including the first offline store of the sticker brand JUST.FOTO, the clothing design brand Hanbo International, and the front and back stores of the optical product manufacturer SIGMA, one of which will add space such as the photography gallery in addition to the retail space of Sigma.
There are also parent-child sports lifestyle brand JUMP+JOY, parent-child retail brand Youlan, etc.
*According to the public account @ Shangsheng Xinsuo
Over the past six years, Shangsheng New Law Firm has adhered to the strategy of "five-dimensional voice", and has made simultaneous efforts in the fields of business, office, brand launch activities, theatrical activities, and performing arts space.
In addition to business and office, Shangsheng Xinsuo has been regularly holding various theatrical performance activities——
The Coffee Theatre Festival, the Suspense Theatre Week, the Mancai Theme Theatre Weekend, and the first Shanghai Immersive Art Week "Super Immersive Manufacturing Bureau" and other activities have been held one after another.
*Event poster, photo | Official account @上生新所
With its unique architectural story and venue characteristics, Sunke Villa and Navy Club have always been popular venues for brands to hold various new product launches and fashion pop-ups, including Bulgari, LV, GUCCI, Jo Malone and other brands have cooperated with Shangsheng Xinsuo.
Compared with the first phase, the second phase adds nearly 2,000 square meters of public space, further providing rich imagination space for creative activities such as market flash mobs, concerts, special exhibitions, theatrical performances, fashion catwalks, etc.
*Renderings of the second phase, according to | Official account @上生新所
After the second phase is fully opened, there will be entrances and exits from Anxi Road, West Yan'an Road, Niuqiaobang Road and Panyu Road, and nearly 300 underground parking spaces will be added, enhancing the accessibility and convenience of the area.
The new institute will be open to the public in a more open and immersive manner.
It is worth noting that the original two commercial projects next to the entrance and exit of the project: Gemdale Xinhua Road on Anxi Road and Jiushi Tourism Cross-border Pingwu Space on Pingwu Road have also opened one after another.
Considering the casual atmosphere and external image, the shops on the first floor of Gemdale Xinhua Road are lined up with restaurants, coffee, baking and other brands along the side of the street.
Since the opening of Jiushi Travel Cross-border Pingwu Space in June last year, bars, bakeries and other restaurants have also opened along the street.
The convergence effect has begun to appear, and Shangsheng Xinsho is no longer an isolated existence, but coexists with the surrounding businesses to form a unique style.
For a long time, most of the urban renewal businesses out of the circle in Changning District have been concentrated in the north of Yan'an West Road.
After the renewal of Yuyuan Road, the popularity of the whole road led to the rise of the whole road business; after that, Wuyi Road began to be renovated in batches, Lixi Road Internet celebrity stores became popular on social media; and even Zhaohua Road also had C· PARK Haisu...... Together, these roads form a complete citywalk route.
At present, with the full opening of the second phase of Shangsheng Xinsuo, coupled with the joint "debut" of Gemdale Xinhua Road and Yuejie Pingwu Space, as well as the influence of the first generation of urban renewal commercial happiness, from Shangsheng Xinsuo to Panyu Road to Xinhua Road, the south of Yan'an West Road will also gradually "connect the dots into a line", forming a continuous commercial activity belt.
If the word "new life" was more rooted in its rich human history in the early days of its opening, now the "new life" of Shangsheng Xinshu is truly revived at the content level.
The "new life" of the upper life and the new institute continues. The history and culture that we have neglected and are disappearing will be reshaped in urban renewal.