Getting young shoppers to stay
13. August 2019 | Expo & Event Marketing, News, What´s new in Retail

Live events area in Beijing shopping mall

Located on the 4th floor of the Joy City shopping mall in the Chaoyang district of Beijing, UNI_JOY brings a whole new twist on what it means to shop. Designed by anySCALE, this innovative live events space brings dance club elements such as a bar, DJ table, and lighting displays not found in other more traditional shopping malls.

With its unique design elements, it is a special section of the mall that aims to bring a completely new shopping experience. In the midst of urban and rap culture-inspired clothing vendors with event programs and music by Modern Sky, the dance club atmosphere is an attractive lure to not only bring in young shoppers but keep them around to stay. What other mall space lets you have a drink and dance?

The inside of a modern shopping mall; copyright: Xia Zhi

© Xia Zhi

Design leader Karin Hepp had the idea to create a unique space which would inspire the imagination and make one feel that they are no longer on Earth but floating in outer space. To replicate this feeling, the aluminum foam was the only material utilized in the beginning. Hanging displays of clothing and artwork were also initially used to add to this floating feeling. In the final build, aluminum paneling, the live DJ, bar, and LED lighting elements were primarily used.

The aluminum paneling was of particular importance as the team had the idea of creating a grey-only mall surface. This created an interesting frame for each shop so that the colorful vendors and products would have a higher focus by the consumer. The aluminum material itself is air-blown and sourced from Canada, the same light-yet-sturdy material used in airplanes. The flooring is laid out in a terrazzo style while light slots were installed in the ceiling. Illuminated and colorful LED screens are also used to pop out from these neutral backgrounds and attract the eye to certain focal points, such as the retail stores and the DJ table.

The inside of a modern shopping mall with a bar and sitting accommodations; copyright: Xia Zhi

© Xia Zhi

Besides the live events area, the anySCALE team also designed the pop-up shop which added to the limited-time offer buying appeal. The shop was created with a high color contrast by using a rose-pink splash over white hues. Positive and negative folded walls were additionally employed to display the products contained therein.

Source: anySCALE Architecture Design

Tags: city marketing, event marketing, events, gastronomy, shopping center

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