Shanghai K11 Shopping Art Center Infuses Three Elements

< p > in Shanghai Huaihailu Road core business circle, a cultural and commercial real estate project has been born. Its unique artistic atmosphere, new shopping experience, natural leisure space, and instant detonation of Shanghai have become the target of countless literary youth, petty bourgeois white-collar and middle class.

So far, the monthly average passenger flow of 1 million passengers and the daily rent of 16 yuan per square meter have amazed countless industry insiders.

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< p > this blockbuster project is called "a href=" http://www.91se91.com/news/index_c.asp "> Shanghai K11 shopping Art Center < /a >.

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< p > < strong > New World department store's "previous difficulties" < /strong > /p >

< p > as the implication of the logo art butterfly of Shanghai K11 shopping art center contains, all good things need to undergo a painful struggle and the process of rebirth. Only after being reborn can they be pformed into dishes and amazing people.

K11 has also experienced such an extremely painful "butterfly change".

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< p > today's K11 is renovated and renovated by the "a href=" http://www.91se91.com/news/index_c.asp "new world department store" /a completed in 2002.

Although it is only 10 years, but the old shop, a single format has long made the new world department store in the ever-changing a href= "http://www.91se91.com/news/index_c.asp" > Huaihailu Road < /a > business circle overshadowed.

With the emergence of a number of new high-end shopping centers such as Paris spring and Hongkong square, the new world department store encountered strong competition from its competitors. The past scenery was not there, and both the popularity and business atmosphere were diverted by competitors, and the profit space dropped and dropped again.

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< p > < strong > K11 shopping Art Center "cocoon butterfly" < /strong > /p >

In the face of numerous difficulties, the owner of the new world department store (Hongkong New World Development Group) does not "drift with the tide" but chooses the "Jedi counter attack" in the face of P.

The new world group has reorganized and studied the Huaihailu Road business circle. It has locked the core target customers into the "three" (economically competent, cultural and pursuant) people between the age of 25 and 38, and guided the consumption behavior of these people according to their high educational level and likes new things, and integrated the artistic space and business mode of Hongkong's K11 cultural industry into the renovation process of the new world department store.

The injection of this cultural element not only promoted the renovation of the new world department store in the form, but also made a qualitative leap in content.

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The new world department store, which was refurbished by the end of 2012, has completely reinvented itself. A brand new cultural and artistic commercial complex, the Shanghai K11 shopping Art Center, has broken its cocoon and broken out since then.

The pformed K11 is not only the first shopping Art Center in mainland China, but also an artistic paradise, an environmental protection experience center, a theme tourist attraction and a new landmark for the humanities and history.

Compared with the new world department store before renovation, the area of K11 shopping Art Center increased by about 10 thousand, and the rent increased by 10% to 23% before the renovation.

Popularity and business atmosphere have surpassed the original competitors, and once again become the benchmark of commercial real estate in Huaihailu Road, Shanghai and even the whole country.

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< p > < strong > K11 > butterfly > /strong > /p >.

< p > any success, there must be a reason.

The great achievement of K11 shopping Art Center in Shanghai benefited from the three "butterfly changes" in the process of pformation.

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< p > < strong > butterfly change: injection of "artistic" elements, so that artistic atmosphere can be integrated into every corner of commercial space < /strong > /p >

In the Huaihailu Road commercial area with less than P, K11 has produced nearly 3000 square meters of art exchange, interaction and exhibition space. Regular free art exhibitions, art workshops, artists salon and other activities have been held, thus constructing a bridge between art and the general public.

And the K11 shopping center is the most commendable number of the new world group (the subordinate K11 Art Fund) for 20 million carefully selected groups of famous contemporary artists from home and abroad.

These masterpieces are not displayed in glass boxes or metal railings, but are placed in public spaces on K11 floors for people to enjoy and play.

This meticulous layout not only shortens the distance between art and the general public, but also inadvertently guides the movement of commercial passenger flow, so that consumers can be unknowingly led to every corner of the shopping center in the process of artistic discovery.

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< p > except for genuine works of art, all the goods and shops of K11 are emanating from art.

Here, K11 requires every shop to be an artistic "concept shop". The decoration and display of goods must be processed through art.

A unified style allows business and art to be separated and integrated.

Consumers wandering in K 11, it is difficult to distinguish between goods and artworks.

This ubiquitous artistic atmosphere is the essence of K11's commercial layout! < /p >

< p > < strong > butterfly change two: injecting "natural" elements, making artificial simulation of natural environment become a rare oasis in the downtown market < /strong > < /p >

< p > in the whole renovation process, the K11 shopping art center pays great attention to the use of "natural" elements and the pmission of the concept of "ecological environmental protection".

Hollowed atrium, large vertical greening wall, nearly 300 square meters of indoor ecological interactive experience planting area, 33 meters high flying underwater artificial waterfall waterfall, realistic water sound, bird calls and fresh aroma, people seem to be in nature, this long absence of "natural environment" and the surrounding high-rise buildings of urban architecture form a sharp contrast, people seem to be out of the world, lingering.

The comfortable and pleasant shopping environment has greatly increased the time for customers to stay in K11, which has laid a solid foundation for the successful operation of K11 shopping mall.

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< p > < strong > butterfly change three: injecting "brand" elements, making new shopping experience a reason why shoppers are hard to resist. < /strong > /p >

< p > besides the famous international brands such as BURBERRY, Chlo, DOLCE&GABBANA, MaxMara and Vivienne Westwood, K11 also introduced a large number of unique categories. More than 20% of the brands in the shopping center were first introduced to China, or for the first time in Shanghai.

These unique brands with distinctive products and cultural ideas can not only bring new and unique shopping experience to consumers who are tired of all kinds of fast selling products, but also let K11 avoid the evil effects of homogenization competition in the current shopping mall of China, and avoid the impact of the network business by unique categories of merchants, thus forming a consumer destination that shoppers have to go and resist.

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< p > < strong > interpretation of business plan behind K11 < /strong > /p >

< p > however, the brilliant array of formats and exquisite artwork is the essence of K11's success? < /p >

< p > the answer is of course no!! < /p >

< p > business needs continuous operation and culture needs continuous innovation.

Behind the value of K11, "art, humanity, and nature", we hide a set of business models and ecological chains of mutual promotion between cultural industry and commerce, sustainable development.

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