Shanghai company Bailian Group and URF Group currently present the result of their cooperation. The launch of the TX Huaihai|Youth Energy Center in Shanghai marks a new benchmark for a curated shopping experience. The joint venture tries to generate a space for art and fashion by creating an inspirational surrounding for consumers.
Dickson Sezto, chairman of Urban Revitalization Force (URF), stated: "Retailing is no longer just a transaction between goods and consumers. The modern younger generation has hundreds of dynamic tags. TX Huaihai | Youth Energy Center has created a matching experience destination for them through community tagging."
The TX Huaihai|Youth Energy Center is a pioneer in “Curetail,” or curated retail, and opened its doors to the public in December 2019. The center is located on Shanghai’s Huaihai Road. Shuhei Aoyama, who specializes in open-space architecture, and sustainable architect and designer Authur Huang from Miniwiz designed the complex. The team created a mindful space that provides a blank canvas for the brands and artists to showcase their work and products in a museum-like innovative environment. The first phase of TX Huaihai's design concept is 'DOUX', artworks that integrate the four core elements 'Digital, Oasis, Urban, X (Collaboration)'. Artists and designers from all over the world and different fields work together to integrate the different areas of Huaihai TX through digital aesthetics, intelligence and interactive forms.
According to the two companies TX Huaihai will use the leading digital intelligent operating systems to ensure that all consumers experience something new and are inspired by their environment. In addition to the art installations, innovative digital intelligence will also fully support the brands' operations.
A recent study from McKinsey called “China Digital Consumer Trends in 2019” found that the integration of cultural experiences will be one of the most important factors in attracting consumers to physical stores in the future and will also help the stability and growth of offline consumption.
Concepts and brands that have opened so far at TX Huaihai are creative visual agency Visionaire, Innersect, Seiya Nakamura 2.24, Korean brand We11done, the leading fashion designer brand incubator and trading platform Ontimeshow as well as Japanese coffee brand NO COFFEE and milk-tea brand machi machi.