This year's National Day stalls are unprecedented, according to statistics, 60+ shopping malls have opened, bringing rare excitement to the market that has been quiet for a long time. Some projects have attracted much attention with their strong "cultural power", and they have become popular immediately, and they have once again ignited people's "national feelings".
In the popular projects that people were familiar with in the past, there were also common figures of national style commerce, such as activated ancient buildings, unique regional customs, folk culture with fireworks and fireworks, and Chinese garden ...... full of artistic conceptionBusiness continues to develop in a circular process of exploration and reflection, and now it has become a firm force to convey China's image and culture in the creative integration of traditional cultural genes and modern fashion trends.
Longhua Club, Yanlord Cang Street
A Chinese expression of the field of business innovation
It seems that starting from Taikoo Li Chengdu, the combination of Chinese architectural aesthetics and modern fashion in business has found an excellent balance, becoming a new Chinese scene more suitable for "Chinese babies".
And with the iteration of commercial content and operations,The Chinese business scene has also been expressed in more diverse ways.
Shanghai Longhua Society
The much-talked-about "Shanghai's first block business facing a thousand-year-old ancient temple" Longhua Club officially opened its street on the National Day, expressing the traditional culture in a new fashion.
Shanghai Longhua Club is located in the core area of the former site of Longhua Ancient Town in Xuhui District, facing the thousand-year-old temple Longhua Temple, and is one of the 12 historical and cultural districts in the city center. Therefore, the birth of Longhua Club shoulders some "cultural missions", and the excavation, inheritance and innovation of local culture also run through the whole process of Longhua Club from project positioning, architectural design and investment promotion.
From the perspective of space scene, the project has a construction area of about 100,000 yuan, divided into two parts above ground and underground, and the ground building is spread out with Longhua Tower as the axis, integrating the characteristics of the "heavy eaves slope roof" of the Jiangnan water town with the low-density block, and the overall architectural form presents classical Chinese aesthetics, and the details show a modern look and feel through the design language and the use of modern building materials.
Longhua Club building detail, ** Mr. Mall.
In addition, the more open space not only gives the brand shops more advanced degrees, but also the low-density independent buildings are perfectly integrated with the ancient tower of Longhua Temple, the "core IP" of Longhua Society, so that the tower shadow can be seen everywhere.
From the brand point of view, a large number of innovative first-store brands based on Chinese culture and local lifestyle have settled in Longhuahui. Among them, there are 5,000 super large anchor stores in the Zaidi Center, with the vision of "recreating the lifestyle under the tower", through the collection of a large number of historical materials and humanistic pictures around the Longhua Pagoda since the Tang and Song dynasties, and the collection of many local independent design brands, to create an ideal community of public life with great humanistic feelings.
The opening event even named the "cultural theme" of the Longhua Club. The opening of the project is co-branded with the popular Chinese comic "Chinese Strange Tan" created by Shanghai Fine Arts Film Studio, superimposed full of Chinese feelings and cultural memories.
Longhua Club also obtained the IP copyright of "Longhua Temple Fair", and on the terrace on the second floor, a "Longhua Stage" was created in the form of traditional wooden building components of the Song Dynasty "Hanging Flower Pillar" to restore the Liyuan Stage to the greatest extent. A group of opera masters were specially invited to present excerpts from Yue Opera "Liang Zhu", Yue Opera "Purple Jade Hairpin", Peking Opera "Catch and Release Cao" excerpts, Peking Opera "Huo Xiaoyu" excerpts and other wonderful opera content on the "Longhua Stage" for eight consecutive days.
Longhua Club carries the context of history and culture, but does not choose the expression of "heavy", butTelling oriental stories in a way that is closer to the contemporary life of contemporary young people and more in line with modern business logic exudes a wonderful attraction in the daily life of the territory.
Suzhou Yanlord Cang Street
Also one of the high-profile projects of this year's National Day file, Yanlord Cangjie grew up in the ancient city of Suzhou. At the foot of the Millennium Xiangmen, adjacent to world cultural heritage sites such as Pingjiang Road, Humble Administrator's Garden, and Coupling Garden, Yanlord Land has spent seven years creating a new business card for the city where international fashion and Suzhou culture are integrated and coexist.
Suzhou Yanlord Cang Street is built along the water, consisting of a two-storey low-density "modern garden" open block and a three-storey underground shopping mall, with a total construction area of 140,000 yuan.
Through modern architectural techniques, the essence of traditional Suzhou ancient architecture is newly interpreted, so that the buildings rich in the charm of Jiangnan gardens are extremely softly integrated into the pattern of the ancient city of Suzhou, and it is a core open commercial block of the ancient city with the history and characteristic charm of Suzhou, such as consumption, entertainment, culture, tourism and other diversified ecology.
Yanlord Cangjie retains and restores the "Former Residence Garden" of the ancient building, as well as the "Phoenix Hall" of the carved building of the Qing Dynasty, continuing the urban texture of the ancient city of Gusu. Its ground blocks reproduce the concept of Suzhou's classical gardens and streets, alleys and alleys through modern techniques, stacking mountains and rivers and changing the scenery step by step, so that the new buildings and historical preservation buildings can be in dialogue, so that the bustling neighborhoods can coexist harmoniously with the quiet and leisurely gardens and the thousand-year-old moat.
The restored "House Garden".
Yanlord Cangjie is Yanlord's first flagship commercial project in East China that is positioned as a luxury, and compared with other new first-tier cities, Suzhou is slightly weaker in terms of mid-to-high-end commerce. The opening of the project has brought more than 40 international brands and dozens of domestic leading brands that have entered Suzhou for the first time.
At present, the representative brands of Yanlord Cang Street are Maison Margiela, Fred, Balmain, Jimmy Choo, Jil Sander, Diesel, Vivienne Westwood, By Far, Ami, Sandr, Maje, Theory, Undefeated, SMFK, and IT Blue Block, Lululemon, Evisu, Self-Portrait, AAPE, Grotto, Garmin, Brompton, Wenxian, Fascino, Butterful & Cresoorous, Peets Coffee, Blueglass, ......In the future, the total number of brands is expected to reach more than 200, of which about 70% are the first stores in Suzhou, Jiangsu and even China.
Yanlord Cang Street, which took root from the old town of Suzhou, not only links the emotional memories of the older generation, but also arouses the love of the younger generation. We can see it from itThe wonderful collision of international brands with the local culture of China's ancient cities can also see the unique enabling role of humanities and historical accumulation in business.
Cultural power = competitiveness
"National Style +" still needs more innovative gameplay
Behind the prevalence of national customs is the general cultural self-confidence of the people, and the commercial space chases the "national tide", not only on the surface of the "appearance", but also towards a complete cultural narrative. However, what people are looking forward to is not the "reproduction" of the inexhaustible traditional culture, but the innovative expression of more spaces and scenes.
Qinhuai Theater: Immersive national style complex
Qinhuai Theater is located in the street of Confucius Temple in Qinhuai District, relying on the architectural style of the former site of the Capital Grand Theater, inspired by the famous painting "Shangyuan Lantern Color" of the Ming Dynasty, and depicting the prosperous scene around the Confucius Temple in Jinling City through the portrayal of the Lantern Festival Lantern Festival, which is an immersive business with local characteristics that combines Qinhuai culture with immersive experience.
According to the spatial form of the building, the project is set up with three thematic spaces:Lamp Mountain, Strange City, Fantasy ShowThrough different themes, we create an immersive experience of people in the play through dreams.
Hangzhou Bay Outlets: A creative Tang theme town
At a time when most of the ole towns were European, Ningbo Hangzhou Bay officially announced the new combination model of the outlets project, with the creative idea of "outlets + mixture", to create the first IP outlets in China. Unlock the new concept of Tang Outlet TownWith the attitude of a landmark of urban cultural tourism, Ningbo Qianwan New Area has opened a new era of outlets.
Ningbo Hangzhou Bay Outlets has a total land area of about 78,900 square meters and a total construction area of about 170,000 square meters, and is located in Qianwan New Area, Hangzhou Bay, Ningbo. The project is expected to open in 2025.
Project renderings, source: Paiwo Design.
Hangzhou Bay Outlets combines the diversified urban functions of the surrounding rich ecological wetlands and cultural resourcesExplore the micro-vacation model of cultural tourism and innovate the new concept of Tang Outlet Townto create a tourism and cultural landmark around Hangzhou Bay Innovation Economic Zone.
Project renderings, source: Paiwo Design.
In terms of content, it is curated to includeLight luxury pavilions, IP theme pavilions, theme hotels, block commerce, special catering, leisure and entertainment, outdoor activities and corresponding supporting facilitiesThe brand of diversified life formats.
Project renderings, source: Paiwo Design.
projectOn the basis of the characteristic streets and alleys of the outlets, some single-family buildings are added, combined with the concept of the collection hall, increase the sense of wandering.
The open block and the "mixture" commercial mall with a modern façade form a strong visual "contrast", and they also complement each other in terms of format and brand layoutThe combination of the two has created a new business form of outlets.
Project renderings, source: Paiwo Design.
Based on the geological characteristics and cultural attributes of the city, Hangzhou Bay Outlets will introduce "four" characteristic formats:
Themed EntertainmentThe theme hotel brings an interactive and immersive entertainment accommodation experience to the hotel's parent-child customers.
Cultural and creative storesCombined with Jianzhen Dongdu and Datang Culture, etc., we will extend the development of national tide IP, realize the online and offline interaction of cultural tourism business, and enhance the added value and brand influence of the cultural tourism industry.
Intangible cultural heritage handicraft experience hallAs the Ningbo Intangible Cultural Heritage Exhibition and Experience Center, you can experience Cixi's traditional building construction skills, Yue kiln celadon firing skills, Qingdao wood carving, lacquer lacquer and other skills, and hold intangible cultural heritage exhibitions and other activities.
Taste the Yonggang feast, a collection of cooked seafood, fresh and salty, steaming, grilling, stewing and other techniques, pay attention to fresh and tender, soft, original, rich color of the food and drink.
Project renderings, source: Paiwo Design.
The national craze will not go away
Even if you look back ten years, Chinese style is still a trend. Nowadays, the new Chinese style has become a fashion darling, domestic products are frequently out of the circle, Huawei has become synonymous with "far ahead", and "Hualiu is the top stream" is no longer just a slogan.
In the field of commercial real estate,Traditional culture not only provides a steady stream of scenarios and marketing inspiration for business, but also increasingly becomes the core competitive advantage of commercial projects. As the "Internet celebrity effect" of things and topics related to national style continues, national style business has also frequently detonated traffic and is widely popular among young people. Commercial projects that integrate local culture often become the landmark of a city's business card box.
Visible,Cultural self-confidence is reshaping the aesthetics of a generation. Culture is attached to the urban architectural space, full of group memories and emotions, I believe that in the future, commercial space with cultural power will become more and more people's "preferred choice".
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The information in this article and**Reference**: Mr. Mall Winshang Network Paiwo Design The official network of each project mentioned above is only for the purpose of communication and sharing, and does not involve commercial aspects. If you need**please indicate the reference at the end of the article**and this article**, thank you for your support!