Strongly exploring the "youthful" track, Longfor Hongqiao Paradise Walk | Renewal "plus update"

In May 2024, Longfor Shanghai Hongqiao Tianjie entered a new round of renovation and upgrading, continuing to embrace young forces.

If the development history of Hongqiao Paradise Walk is regarded as a variety show, the secret of its eight-year long-term popularity lies in continuous content innovation. Every time a new plot is released, there are always new highlights, which quickly attract new audiences.

With the upgrade of "Hongqiao Business District" to "Hongqiao International Central Business District", the energy level of the sector has further leaped, the passenger flow has increased significantly, and the influx of young passengers has become the main consumer force. They pursue a lifestyle that is not defined or labeled, and are more willing to pay for quality, experience, aesthetics, and values. In the face of changing trends, Hongqiao Paradise Walk has once again taken up the challenge of innovation, targeting young people and providing more possibilities for expanding business scenarios.

In May this year, a new round of renovation of Hongqiao Paradise Walk officially kicked off. This round of renovation will continue to focus on the positioning of "Hongqiao's young and vibrant landmark", meet the needs of young consumers, and further explore the commercial space value of "new lifestyle social situational shopping scene". In the future, more diverse lifestyles belonging to young forces will be presented here.

Upgrading and restructuring of business formats. Hongqiao Paradise Walk drives commercial development with "youth" as the center. It will carry out drastic innovations on the six floors of the entire building, use different scenes to effectively convey more experience feelings, give consumers a youthful and trendy super experience, and build a deep connection between space and people.

The catering matrix has been upgraded. From the pursuit of "flavorful food" to the construction of "life aesthetics", facing the new generation of consumers who pay for atmosphere and experience, Hongqiao Paradise Walk is committed to truly integrating lifestyle scenes into consumers' lives. On the basis of the original matrix of more than 60 catering brands, Hongqiao Paradise Walk emphasizes the design and social sense of the brands. Taking the catering social needs as the entry point, it has introduced many first stores, such as the recently settled "queue king" Yunnan Beef Hotpot, the coffee brand Peet's Coffee, the "Hermes of the yogurt world" Blueglass and the upcoming Black Pearl Restaurant New Beijing Cuisine Admiral TIDU, etc., to achieve accurate attraction of young customers.

The rich and layered specialty dining, with a more complete variety and more diverse choices, realizes the comprehensive presentation of high-end banquets, business light meals, and exquisite fireworks, which not only meets the fast-paced business dining, but also meets the social dining needs of young people.

Longfor Shanghai Hongqiao Paradise Walk introduces new brand Admiral

Focus on the new experience ecology of emotional release. Among young customers, the consumption concept of exploring different lifestyles has become a major trend, and they pay more attention to the experience, immersion and interaction of entertainment consumption. Therefore, Hongqiao Tianjie introduces more entertainment experience formats to get closer to young consumers, continuously optimizes the space scene, and forms a diversified combination from traditional entertainment formats to dimensional culture, and then to the trendy experience of Generation Z. iKart Kart Club, Shuigua Hot Spring, which focuses on "urban micro-vacation", classic Yu-Gi-Oh card battles, music venues focusing on dimensional performances, etc., use "entertainment" scenes to provide space for emotional release, hold the circle of friends of young people, and attract the new generation of young people from emotions, fully releasing the vitality of regional entertainment consumption.

Longfor Shanghai Hongqiao Paradise Walk iKart Karting

A new narrative of curatorial retail "young club". In Hongqiao Paradise Walk, the retail space is no longer a single shopping place, but a huge container that encompasses fashion, exhibitions, parties and other trendy content. Hongqiao Paradise Walk will introduce art and dynamic brands that are popular in the young market, combining an international brand lineup with non-standard store managers, focusing on the most avant-garde and youthful brands in the subdivided formats, building a "youthful ecology" of fashion retail, creating a differentiated experience that is easier to touch consumers, and deriving a young fashion club with a distinctive style.

Fields light up inspiration, new concept office space. The younger generation has higher and higher requirements for the office environment, advocating that "the working environment is the living environment". From independent private spaces to comfortable team communication spaces, modern workplaces and public spaces need to be given a new aura. The "Blue Ocean Engine" multi-functional office space on the 5th floor of Hongqiao Tianjie will create a multi-functional energy center with a comfortable space scale and ideal office environment, providing young people with a sense of belonging, helping them release work pressure and light up the spark of inspiration.

The youthful craze and voice. The upgraded Hongqiao Paradise Walk will not only “put on a good show”, but also invite the audience to “enter the show”, turning the entire commercial complex into a huge “interactive theater” to fully satisfy young consumers’ pursuit of individual culture and community life.

IP linkage breaks the dimensional wall. In order to adapt to the new hot spots of dimensional consumption, the IP resources such as celebrities, art, culture, and the second dimension are combined to break the "dimensional wall". For young people, Hongqiao Tianjie and Maoer FM launched the "Flower City" birthday party of the radio drama "Heaven Official's Blessing" nationwide, and took advantage of the popularity of Ele.me and the 66 Shanghai Nightlife Festival to launch the first exhibition of "Ele.me's new IP-Da Lan" in Minhang. From July to August, it will jointly launch a series of IP cluster activities with Maoer FM with a higher volume, as well as a super comic exhibition composed of animation IPs that contemporary young people like.

While the mall is gathering its own resources, the brands in Hongqiao Tianjie are also actively exploring new marketing methods. The limited release of new Yu-Gi-Oh products attracted extremely long queues. Shanghai Auntie teamed up with Zhang Jie's 2024 tour Shanghai stop to bring a special joint event with a cup of "Milk Tea Heading to 1982", etc., to create a novel and unique fashion experience for young people.

In addition, Hongqiao Tianjie takes advantage of its proximity to the National Exhibition and Convention Center to organize various celebrity support activities, such as the Meiyiliya large-screen support event and Hu Xia support event, which creates a strong emotional resonance among fans and leads to a new consumption trend.

Longhu Shanghai Hongqiao Paradise Walk Hu Xia Support Club Event

A social gathering place for young people who love living. Relying on its own spatial theme advantages, Hongqiao Paradise Walk has created a very relaxed urban living atmosphere for young people, and spontaneously formed a social gathering place for young people who love living. The "6:00 pm Urban Artist Exhibition Space" and the "Have a Drink After get off work" Tipsy Music Theme Night in Paradise Walk are closely in line with the spiritual needs of white-collar workers in the business district and have become the first choice for office workers to relax; the 20-minute Relaxing Music Festival, Lawn Slow Sports, Park Artists and other activities in the Lohas Park integrate culture, art, sports and leisure into daily life; in the Minhang Beautiful "Coffee" Market @ Hongqiao Paradise Walk series of activities, coffee markets, relaxing camping, pet-friendly and other colorful activities organically integrate social interaction, check-in consumption, life leisure, and immersive experience, successfully attracting young people.

After this round of upgrades, Hongqiao Paradise Walk will discover more "young new forces" on the original basis. In the Tipsy Paradise Walk, there is a non-stop food scene all day long; the Lohas Park is about to usher in a new natural carnival; the super-large-scale Internet celebrity check-in point in the Manlang, with an extremely concentrated pan-dimensional culture, awakens the strong identity recognition among young people...

New ways of doing business, new life for the young, and the renovated and upgraded Hongqiao Tianjie give people endless imagination.

This round of renovation of Hongqiao Tianjie is a continuation and deepening of the first phase of upgrading project.

One year ago, Longfor Shanghai Hongqiao Paradise Walk upgraded its positioning as "Hongqiao's young and vibrant landmark", and carried out overall renovation from three dimensions: whole-building renovation, theme blocks, and outdoor parks. As of December 30, 2023, the first phase of renovation has been completed.

The outer street has been upgraded to the theme block "Tianjieli", with a strong flavor of fireworks, Internet celebrity food and fashionable markets completely unleashing the trendy vitality of the business district at night; the new "Food Paradise" has become the largest food gathering place in Hongqiao area, opening a hot and bustling feast for the taste buds for the surrounding white-collar workers; the urban business oasis "Lohas Park" has a large lawn of nearly 3,000 square meters, more than 40 American red maple trees, and rich vegetation in all seasons, adding a touch of color to the business district.

Eight years ago, Shanghai Hongqiao Business District was in a period of rapid growth from "0" to "1", and a new pattern of "Lujiazui in the east and Greater Hongqiao in the west" was about to begin. Longfor Group took the lead in the business district and set up its first Tianjie project in Shanghai. The official debut of Hongqiao Tianjie, a super-large shopping center with a construction area of ​​about 430,000 square meters, not only filled the commercial gap in the western Shanghai area, but also upgraded traditional shopping to a one-stop experience center, bringing an innovation to the lifestyle of residents and office workers in the area.

Over the past eight years, the Hongqiao Business District has been constantly iterating and updating - the international open hub has begun to take shape, the spillover effect of the CIIE has continued to expand, the international high-end urban commercial functions have been further enhanced, the business environment has been continuously optimized..., attracting more and more young people to gather here.

Hongqiao Paradise Walk has adapted to the trend of the times and changed with the times, writing a long history of commercial evolution. This time, Hongqiao Paradise Walk, which is about to return with a butterfly transformation, what kind of grand narrative will this new "Hongqiao young and vibrant landmark" bring to the market? The story is to be continued, and time will give the answer...