Can Huaihai Road still lead the way in "elegance and fashion" by embellishing boutique shops and cafes on Zhima Road? The main street will be occupied by the top luxury brand commercial district | Huaihai Middle Road | Road

Release time:Apr 14, 2024 10:26 AM

The reporter learned from the Huaihai Middle Road Business District Investment Promotion Conference held on the 26th that in the planning of Huangpu District, the Huaihai Middle Road Business District will focus on the positioning of "elegance and fashion", and form four main theme areas from west to east: a collection of Shanghai style styles, a quality life workshop, a revival of cultural and artistic settlements, and a full-time trendy street. Huangpu District launched the Huaihai Middle Road Business District Investment Platform on the same day. As the entity for unified operation of commercial properties along Huaihai Middle Road, the platform will concentrate advantageous resources, update business layout, promote the landing of more new brands and projects, and accelerate the construction of the four major theme areas.

Adjusting and upgrading the main focus on "youthfulness"

In recent years, the Huaihai Middle Road commercial district has undergone frequent adjustments. Affected by the market, some brands have entered and exited on Huaihai Middle Road, but it has also cultivated and attracted some commercial brands and projects, and established a foothold on Huaihai Middle Road.

The middle section of Huaihai Middle Road was originally the least attractive to young people. But now this situation has changed. Three years ago, TX Huaihai Youth Power Center settled in the middle section. Its original location was Huating Isetan, a high-end department store. After the decline of the traditional department store industry, it was successively replaced by major stores such as Best Buy and Wanda Plaza, but their operations were dismal. After the opening of the TX Huaihai Youth Power Center, the commercial space was redefined with the concept of "curatorial retail". Through frequent invitations to artists, designers, and influential public figures, a large number of exhibitions, lectures, and other community activities were held to create topics and stories to attract and gather young people.

Nowadays, two long queues often appear in the middle section of Huaihai Middle Road. One is the queue in front of the time-honored Guangming Estate Hotel to buy cooked food and fresh meat mooncakes, and the other is the queue at the entrance of the TX Huaihai Youth Power Center to come to the mall to watch exhibitions or purchase new products, all young people. "The TX Huaihai Youth Power Center is an important node in the middle section of Huaihai Middle Road, attracting young people to return to Huaihai Road." The relevant person in charge of the Huangpu District Commerce Commission told reporters that research data shows that the TX Huaihai Youth Power Center has significantly driven passenger flow in the area.

"Gentle Monster" is a high-end fashion and trendy eyewear brand from South Korea. Its first store in China is located on Huaihai Middle Road, with a 4-story standalone space and a total area of 3270 square meters. The ground floor has a display area of over 500 square meters. This store is extremely popular, with an average update of limited time space themed activities every two months, attracting young people to come and check in. For example, at the beginning of this year, the brand launched a collaboration series with MAISON MARGIELA, creating a limited time space exhibition at the bottom of the Huaihai Middle Road store. In just two months, it attracted a total of over 60000 people to check in.

The main focus behind these projects is "youthfulness". In the new round of adjustment and upgrading of the Huaihai Middle Road commercial district in Huangpu District, it is proposed to further gather innovative cutting-edge trends and fashion concepts, gather China's first stores and pioneers, and create a globally renowned trend destination and new commercial launch site.

Plan four major theme areas from west to east

In the planning of Huangpu District, from west to east, the Huaihai Middle Road commercial district will form four main theme areas: a collection of Shanghai style styles, a quality lifestyle workshop, a revival of cultural and artistic settlements, and a full-time trendy street.

The "Shanghai Style Fashion Collection", also known as the Elegant Fashion Commercial District, is located in the area east of Shaanxi South Road. The main street is planned to accommodate high-end luxury brands and cutting-edge business models, while the branch roads are characterized by independent designer brands and medieval classics, accompanied by boutique coffee shops and other business models, forming a Shanghai style elegant slow moving commercial block, becoming a forefront position for showcasing the image of high-end luxury brands. This area currently has flagship stores of brands such as Paris Spring Shanghai, Uniqlo, and Sony. In recent years, it has introduced trendy concept flagship stores such as the Danish footwear brand ECCO Global Flagship Store and the trendy local luggage brand "Song" Songmont China Flagship Store. In the near future, both the global flagship stores of the Tissot brand and the flagship stores of the Leipeng brand center will launch renovations and upgrades. Next, Huangpu District will accelerate the attraction of more first stores, first shows, and first exhibitions, forming a cluster effect of trendy luxury brands, promoting the upgrading and development of branch roads such as Nanchang Road, Changle Road, and Maoming Road, exploring boutique shops and coffee culture on the branch roads, and forming a complementary and shared linkage with the high luxury and prosperity of the main street, creating an elegant and fashionable landmark that integrates the cultural atmosphere of Shanghai.

The Quality Life Workshop, also known as the Composite Life Experience Area, is located on Huaihai Middle Road, Ruijin Road, and its surrounding areas. It revolves around the quality living needs of urban youth, creating a quality living block that prioritizes experience and is suitable for both movement and stillness. In recent years, a series of quality first stores have been introduced here, including the global flagship store of Gentle Monster "Jingte Dream", the first flagship store of Helly Hansen in China, the first flagship store of Niko and... in Chinese Mainland, the MUJI Muji Meipin Huaihai Store, Adidas Shanghai Brand Center, FILA Huaihai Road flagship store, etc. Not long after, the trendy Nice Rice flagship store will open, and the Van Cleef&Arpels Jewelry Design School is undergoing a renovation and upgrading. After the completion of the comprehensive commercial complex "Dragon and Phoenix Plot" located in the center of the area, it will become a new trendy luxury commercial landmark in the middle of the commercial district that integrates shopping, culture, and leisure.

The "Revival Art and Culture Settlement", also known as the cultural and artistic leisure area, is located east of Sinan Road and south of Huaihai Middle Road. It is home to the Science Hall, Revival Park, and Yandang Road Commercial Street. This area will establish a cutting-edge cultural landmark, forming an "urban oasis" full of artistic and cultural vitality, and a pedestrian street that fits the cultural and artistic temperament of the area. At present, the INS Renaissance International Esports Music Park, located within the Fuxing Park, is officially operational, integrating various forms of entertainment such as esports, music, leisure and exquisite dining, providing young people with a one-stop experience of esports, cultural performances, and trendy music. As a key branch road connecting the main road of Huaihai Road in the Fuxing Park, Yandang Road will introduce high-quality and tasteful shops and exhibitions such as cultural and artistic, fashionable lifestyle, and petty bourgeoisie light meals. Modern street scenery installations, external stalls, activity squares, and other public spaces will be set up along the road to create a high-quality and stylish cultural district.

The "All Time Trendy Street", also known as the trendy and fashionable vitality area, extends eastward from TX Huaihai to the Xiangdai Street Square area. It will focus on trendy and fashionable IP, create top-notch trendy blocks, and accurately target the fashionable and young customer group. At present, this area has gathered different projects, such as TX Huaihai Youth Force Center, the flagship store of the local high-end perfume brand DOCUMENTS "Wen Xian" in China, Shanghai Women's Articles Store, and Golden Goose Square. Next, Popeye's new flagship store, "Yuxianfang" smart fishing experience hall and other new concept retail, new exhibition experience and diverse business formats will all open here.

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