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These newly opened shopping malls have carved out a niche for themselves by creating unique "scenes".

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2025-01-31

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Editor-in-Chief | Yang Ming
Editor | Liu Kaiye
From | Iridium Cloud Merchant


For newly opened shopping malls, creating unique scenes is particularly crucial. It can quickly enhance the project's recognition, establish a deep emotional connection with consumers, and allow it to stand out in the era of existing stock. Some even become new urban landmarks. This article will review some of the "unique scenes" of newly opened shopping malls in 2024, to see what new highlights there are?



Xi'an Mixc

Tree of Life



Since its opening on December 9 last year, Xi'an Mixc has received widespread attention, especially the "Tree of Life," a super urban landmark inspired by the thousand-year-old ginkgo tree in the ancient Guanyin Temple in Xi'an, which has become a new urban calling card for Xi'an.




The project, in collaboration with internationally renowned architect Thomas Heatherwick, presents seven landscape belts from bottom to top, mimicking the classic landforms and ecosystems along the Silk Road, with plants carefully selected by experts from the Xi'an Botanical Garden to suit Xi'an's climate. Every night, the "Tree of Life" also features a spectacular "light show" by a Hollywood special effects team.





Comments: Xi'an Mixc's "breakout" was expected. It continues the high standards of China Resources' "Mixc" brand, attracting considerable attention and anticipation before its opening. The stunning appearance of the "Tree of Life" further pushed this popularity to a climax. However, behind the halo of the top architectural team, it also brings greater challenges to brand recruitment and coordination.


Beijing Chaoji Heshenghui
Giant Dome Canopy


As the second Heshenghui in Beijing and the first project of "Chaoji Heshenghui" by Heshen Commercial, Beijing Chaoji Heshenghui is guided by POD park commerce and takes "pan-entertainment theme complex" as its core, creating six super scene spaces. Among them, the 60-meter-high, 100-meter-diameter steel structure giant dome canopy, named "Chaoji Scene," is the logo and symbol of the entire commercial complex.




The unique design inspiration of the "dome canopy" comes from the lotus flower. Its canvas and membrane structure forms countless delicate lotus leaves, as if slowly descending from the sky. As night falls, under each lotus leaf, 6 to 8 sets of LED lights intertwine and shine, working in harmony with the LED screen at the bottom, performing a dazzling light show with 36 color changes at night, which will be used to host international extreme sports events, music festivals, e-sports competitions, art exhibitions, and other trendy cultural activities.





Comments: Beijing Chaoji Heshenghui is Heshen Commercial's first "Chaoji Heshenghui" project in Beijing, and its status is self-evident. In addition to its large scale, multiple scene spaces such as the giant dome canopy interpret the "super" concept, creating a good "primacy effect" and providing "sustainable value."


Chengdu Guang Huan Shopping Park
"In the Mountains," "In the Clouds," "In the Light"


Continuing the concept of non-replicated, scene-by-scene creation of Hong Kong Land's commercial products, Chengdu Guang Huan Shopping Park presents mini pocket parks in the mountains, clouds, and light in a nearly 20,000㎡ vertical space. "In the Mountains" integrates greenery and ecology, sunlight and the city, incorporating a miniature snow mountain inspired by Gongga, creating a new space where urban inspiration and nature coexist.




"In the Clouds" constructs a 4,200㎡ rooftop cloud garden, incorporating starlight lights, night-light springs, and matching internal high-rise duplex buildings to create a "sky street garden" strolling experience. The first public art work in Asia by American emerging artist Haas Brothers, "Lighting Me," is also located here, taking the Sichuan golden snub-nosed monkey as its prototype and becoming the project's iconic check-in point. "In the Light" is a sustainable life and leisure strolling district of over 10,000㎡, also a 24H compound natural park-style district, creating a "all-weather, stress-free" natural and relaxed experience.





Comments: Chengdu is located in the Sichuan Basin, and the "mountain system" is a major feature of its exploration of local commerce. Although such projects are not uncommon in the market, Chengdu Guang Huan Shopping Park, with its geographical advantages, presents a new mountain-style commercial experience through scenes such as "In the Mountains."


Wuhan Wuchang Mixc
Giant Canopy, Art Sculptures


Wuchang Mixc integrates the city's scarce river views and natural ecology in its design and planning. The overall project draws on the concept of "high mountains and flowing water," constructing a more than 2,000㎡ rooftop "giant canopy," and featuring unique spaces such as the micro-intoxicated valley, sunset theater, sky oasis, and Muye Park, creating a relaxing public ecological integrated commercial space.




It is worth mentioning that "Twilight Blossom," the first dynamic art sculpture in China customized by the American artist team Hypersonic, is suspended in the art corridor of Wuchang Mixc. Inspired by Wuhan's cherry blossoms and the various forms of life in the sunrise and sunset of the Yangtze River Basin, it creates a scene full of wonder, contemplation, and tranquility within the commercial space.





Comments: In the past two years, Wuhan's commercial sector has continued to develop, with many benchmark projects emerging. Especially against the backdrop of fierce competition in the high-end commercial market, China Resources has once again increased its investment in the Wuhan market through Wuchang Mixc, demonstrating its confidence in the Wuhan consumer market, but the resulting market pressure should not be underestimated.


Taiyuan Wuyue Plaza
Rooftop Ferris Wheel


Taiyuan Wuyue Plaza, in collaboration with world-renowned design companies, Keryeson from the United States and Woods Bagot from Australia, has created many innovative spatial highlights from the exterior to the interior spaces. Among them, the "Taiyuan Eye," the first Ferris wheel in Taiyuan to rotate above the city, is the project's biggest visual IP highlight, attracting widespread attention as soon as it appeared.




The 100-meter-high Ferris wheel features various themes such as Doraemon, Strawberry Bear, Ultraman, and Pikachu; one rotation takes 13 minutes and 14 seconds, symbolizing a lifetime; it also offers experiences such as Ferris wheel + dining, Ferris wheel + KTV, Ferris wheel + trendy party, Ferris wheel + emotional activities, allowing consumers to have a different experience each time they ride, filling their emotions while taking photos and checking in to the city scenery.





Comments: For first-tier cities, Ferris wheels are common landmarks. However, "Taiyuan Eye," as Taiyuan's first Ferris wheel, fills the gap in this type of entertainment experience in Taiyuan with its "first-creation + innovation" approach, creating a unique "city memory" for local consumers.


Wuhan Minzhong Park
Minzhong Theatre, Minzhong Park


As a city-level landmark and cultural relic building in Wuhan, Minzhong Park officially opened on June 28 last year, opening the atrium and the iconic round tower. The project continues the century-old gene of Wuhan's "drama wharf," innovatively establishing large and small performance spaces, creating a unique multi-functional theater and indoor stage performance venue "Minzhong Theatre" in China.




Minzhong Theatre has an atrium space of nearly 1,000 square meters. Its innovative screen settings and stage design break the traditional boundaries of offline performances, making Minzhong Theatre an ideal venue for music festivals and various cultural, performance, and art activities. Minzhong Park also has China's first immersive performance venue "Minzhong Park LIVEHOUSE," which combines a recording studio and a Livehouse, and launches the label "Minzhong Park 1919" to support original Chinese works with a global perspective and reshape and lead Wuhan's youth culture.





Comments: Nowadays, young consumers are becoming the main force in urban consumption, driving more and more "adjustment and transformation projects" to revitalize commercial spaces by focusing on youth trend culture. The return of Wuhan Minzhong Park, based on a cultural relic building, collides traditional drama with youth trends, bringing about a new life, and hopefully restoring its former glory.


Wuhan Han Street Wanda
Dancing Bells, Sun and Moon Stars, Ocean Paradise, Myriad Worlds


In July last year, Wuhan Han Street Wanda returned with a new look. As the first "fourth-generation+" Wanda Plaza, the project invited international design master Marc Fischer to preside over the design, drawing inspiration from the essence of Chu and Han culture. It is formed by 25 bell-shaped streamlined buildings clustered into "dancing bells," integrating humanistic art with avant-garde concepts, and presenting a trendy and dynamic space through smooth architectural lines.




Wuhan Han Street Wanda also created three flowing light and shadow spaces in the atrium: "Sun and Moon Stars," "Ocean Paradise," and "Myriad Worlds." With music flowing freely, it brings a surreal experience. During the day, spectacular light and shadow shows are staged on the atrium dome; at night, immerse yourself in the brilliant starry sky, full of romance.





Comments: As the first "fourth-generation+" Wanda Plaza, Wuhan Han Street Wanda has broken away from the traditional Wanda Plaza model. Its exterior integrates the local characteristics of Chu and Han culture, creating a commercial space that is "not Wanda," and also indicates the innovative direction of the "fourth-generation+" Wanda Plaza in terms of innovation and design.


Shenzhen Bak田 Vanke Plaza
"Discovering the Forest," "Migration Paradise," "Symbiosis Realm"


Since its debut, Shenzhen Bak田 Vanke Plaza has become a hot topic in Shenzhen's commercial scene, even being called Shenzhen's "Little Singapore Mall." Behind this is its dedication of commercial space to natural public space, incorporating more than 200 varieties of exotic and local Shenzhen plants and ten of Shenzhen's star animals, making the mall a "local natural exploration museum."




With "natural museum" as the guiding principle of its spatial design, Shenzhen Bak田 Vanke Plaza has created three core themed spaces: "Discovering the Forest," "Migration Paradise," and "Symbiosis Realm." Among them, the highly anticipated "Discovering the Forest" includes a 2000m² suspended island forest, three towering umbrella-shaped mushroom pillars, and more than 200 varieties of exotic and local Shenzhen plants, including two towering "baobab trees." At the same time, the project also introduces nature indoors, integrating local natural elements such as Shenzhen's wetlands, hills, caves, rocks, and coastlines to create a unique indoor landscape that mimics the outdoors.





Comments: In the trend of "all malls looking the same," Shenzhen Bak田 Vanke Plaza follows the green and natural trend, entering the "non-standard commercial" track, introducing localized natural elements, bringing a rare "forest-themed commercial" experience to the Shenzhen market, and opening up a new development path for Vanke Commercial.


Huizhou Gang Hui Phase III Luofu Li
Huizhou's first scenario-based themed street, "Butterfly Tree Valley"


Positioned as Huizhou's first cultural tourism and commercial complex, "Gang Hui Phase III Luofu Li" is based on local history, culture, and ecological resources, focusing on the geographical IP of Luofu Mountain. Huizhou Gang Hui Shopping Center, through cross-border integration and innovation of commerce and tourism, has created Huizhou's first immersive themed street, "Butterfly Tree Valley."




Focusing on "trendy gathering place and fun life," the project also features the night economy themed commercial street "Luofu Li Street," the trendy brand gathering place "Trendy Cool Pavilion," and the local cultural themed market "Fireworks Time Market." At the same time, it interacts with the public through various forms such as theme songs, naked-eye 3D, holographic images, story theaters, parades and dance performances, immersive plot tours, large-scale murals, landscape sculptures, and peripheral derivatives, creating a one-stop cultural tourism destination.





Comments: Huizhou Gang Hui Phase III Luofu Li is a strong supplement to the first and second phases of the project. A more diverse mix of businesses can further consolidate the city-level brand potential, and the characteristic scene spaces such as the "Butterfly Tree Valley" immersive themed street can enrich the "micro-vacation" cultural tourism experience for young people in the city.



Xiamen Baojia CCpark
Xiaocheng Chunqiu Immersive Film and Television Town


Xiamen Baojia CCpark consists of three major parts: Hyatt Centric Hotel, CCpark Trendy Art Street, and Xiaocheng Chunqiu Immersive Film and Television Town, aiming to create a new cultural tourism landmark in Xiamen integrating culture, tourism, and commerce.




Among them, Xiaocheng Chunqiu Immersive Film and Television Town is an immersive cultural street built on a real historical background, based on the Minnan regional culture of the 1930s and the South Asian architecture of that time. It offers a new gaming experience through role-playing, clue solving, and urban orienteering, while also gathering various traditional local time-honored brands that locals have grown up eating.





Comments: "The performing arts economy" continues to rise, driving the vigorous development of the tourism economy. Xiamen Baojia CCpark's Xiao Cheng Chun Qiu immersive film and television town, upon its debut, has become a new popular check-in spot in Xiamen, stemming from the "contrast" brought about by its fusion of historical and modern culture, allowing tourists to experience the old Xiamen style of the 1930s firsthand.


Changsha Guanshaling Zhaoshang Garden City
Moon Island, Moon Dream Garden, Guansha Trail, Cloud Space


Changsha Guanshaling Zhaoshang Garden City is the first commercial project of Zhaoshang Securities in Changsha. With the design concept of "organic life, boundless integration," it creates four themed spaces: Moon Island The moonland, Dreamy Garden, Lohas Way, and Air Walk.




Among them, "Moon Island The moonland" is inspired by the local Moon Island, integrating selected fashion clothing, accessories, and light meals, exploring the two-way balance between art and fashion. "Dreamy Garden," as a multifunctional social space, will inject fashion shows, brand roadshows, trendy pop-ups, and new product launches on top of its fashionable aesthetic design language, creating a vibrant social scene. "Cloud Space Air Walk" integrates IP scenes, an aerial theater, and starry sky camping, constructing a new generation power field.





Comments: Nowadays, more and more shopping malls are targeting multi-layered scenes, creating multifunctional and composite commercial scenes. Changsha Guanshaling Zhaoshang Garden City integrates fashion, art, IP, trendy pop-ups, and themed market elements, catering to different consumer needs and effectively extending consumer dwell time.


Chengdu Tianfu Zhaoshang Garden City
Children's Unpowered Park, Capybara Paradise


Chengdu Tianfu Zhaoshang Garden City revolves around the currently popular theme of sports, bringing a variety of sports projects and scene facilities to create a "city sports center." This includes a "Children's Unpowered Park" themed on nature exploration, equipped with a double-bowl "skate park," allowing citizens to experience parent-child interaction, wild luxury camps, and trendy sports and other wild fun lifestyles.




Capybara Paradise is a major characteristic scene of the project. Using the capybara as a prototype, it creates a super-large 11,200㎡ unpowered theme park, using unique and interesting methods to construct seven themed scenes: "Forest Exploration, Hill Rock Exploration, Dream Theater, Misty Forest, Chasing Light Green Carpet, Flowery Water Play, and Natural Recreation," providing a dedicated play space for children of different ages.





Comments: The creation of "themed" scenes has become an important development direction for shopping malls. Chengdu Tianfu Zhaoshang Garden City's use of the cute capybara IP to create a characteristic scene is enough to attract the attention of surrounding family groups.


Xi'an Hui Ju
Lekfullt Land


As the first Hui Ju in Northwest China, Xi'an Hui Ju incorporates natural elements such as wilderness, lakeside, meadows, and tree houses, and sets up four spaces with different styles: East Atrium - Lakeside Hall, South Atrium - Meadow Hall, West Atrium - Tree House Hall, and North Atrium - Yan Nan Atrium.




Xi'an Hui Ju also created Lekfullt Land in the rooftop garden, covering an area of over 20,000 square meters. Through climbing equipment, parent-child interactive equipment, and sports and expansion areas, it focuses on family fun, leisure, and parent-child interaction, creating a themed experience + family participation social activity venue, and has become a unique and popular check-in spot in Xi'an.





Comments: Unlike Xi'an Mixc's "high-end" route, Xi'an Hui Ju enters the market with a large scale and investment, creating a "gathering experience center." Relying on this advantage, the project can use over 20,000 square meters of space on the rooftop garden to create a park, effectively utilizing the mall's "idle" space to create a new play and check-in space.


Commercial Observation



From these cases of newly opened shopping malls, it is not difficult to see that the creation of characteristic scenes has gradually become the norm, with themed streets, green ecology, sports spaces, and localization becoming keywords for commercial scenes. This trend reflects consumers' strong demand for personalized and immersive shopping experiences, and also reflects the project's desire to improve consumer stickiness, allowing it to strive for differentiation through differentiated scene experiences in fierce market competition.

In the creation of scenes, the exploration of green ecology has become an important layout for newly opened shopping malls. For example, Xi'an's "Tree of Life" creates an ecological system landscape belt, combined with specific plants and lighting effects, quickly attracting industry attention upon its debut. Chengdu Guanghuan Shopping Park integrates natural elements into modern commercial spaces, creating a spiritual space that coexists with nature; Shenzhen Bantian Vanke Plaza uses "natural museums" to lead the spatial design of three core themed spaces, creating a new comfortable and leisure experience for consumers.

Many newly opened shopping malls focus on cultivating local characteristics. Whether it is Xi'an Mixc using the thousand-year-old ginkgo tree of Xi'an's ancient Guanyin Temple as inspiration to create the "Tree of Life," or Wuhan Wuchang Mixc using cherry blossoms as inspiration, integrating the city landmark Yellow Crane Tower, Jingchu culture's Chu blue color and totem patterns to create the image of a wishing tree; Xiamen Baojia CCpark's creation of the Xiao Cheng Chun Qiu immersive film and television town based on Xiao Cheng Chun Qiu, not only highlights local characteristics but also enhances the vitality and attractiveness of the commercial space.


As a representative of renovation projects, "Wuhan Minzhong Park" has undergone multiple rounds of positioning adjustments and planning improvements, and finally decided to continue Wuhan's century-old gene of "drama wharf," colliding it with urban youth culture, creating Minzhong Park and Minzhong Park LIVEHOUSE, shaping a new commercial space and leading the Wuhan youth culture trend.

Shopping malls are also paying more and more attention to the needs of their target customer groups in scene creation. Taking parent-child family groups as an example, Chengdu Tianfu Zhaoshang Garden City pioneered the concept of "Tianfu Children's Palace," creating Capybara Paradise, providing a new play space for children; Xi'an Hui Ju's Lekfullt Land, through climbing equipment, parent-child interactive equipment, and sports and expansion areas, creates a themed experience + family participation social activity venue.

Various "rooftop economies" are still unfolding. Chengdu Guanghuan Shopping Park's "Yunli" creates a 4,200㎡ rooftop cloud garden; Wuhan Wuchang Mixc creates a super 2,000㎡ rooftop "giant screen." Taiyuan Wuyue Plaza even brings Taiyuan's first Ferris wheel revolving in the city's sky, "Taiyuan Eye," and leads consumers to experience another leisure lifestyle through multiple "Ferris wheel +" concepts.

“Giant scenes” are also one of the effective ways for projects to stand out. Beijing Super Hesheng Hui built a giant steel dome canopy 60 meters high and 100 meters in diameter; Xi'an Mixc City created a 7-story landscape belt from bottom to top, imitating classic landforms and ecosystems along the Silk Road; Chengdu Halo Shopping Park brought a 10,000 square meter street park "Shanli" (Inside the Mountain), which has become a new city landmark, quickly attracting a large number of tourists and consumers.

Of course, these commercial projects with distinctive scenes also exhibit impressive visitor traffic. For example, Xi'an Mixc City's visitor traffic on its opening day was close to 400,000, with an average daily visitor traffic exceeding 100,000. Guanshaling Merchants Garden City had over 210,000 visitors on its opening day, with sales exceeding 10.06 million yuan.

Overall, commercial spaces can quickly attract a large number of visitors and enhance a project's exposure and recognition through unique scene design and innovative experiences. However, with increasing scene homogenization and rising operating costs, shopping malls face new challenges. In the future, shopping malls will need to continuously delve deeper into scenes, build diversified and differentiated scene systems, and create more distinctive scene experiences, which may be the key to their "breakthrough".



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