YOUTH ENERGY CENTER LAUNCHES IN CHINA
Bailian Group and URF Group announce the launch of TX Huaihai|Youth Energy Center in Shanghai, China. A joint venture created by the two companies, it aims to join the dots between different worlds such as art and fashion. A pioneer in ‘CURETAIL’ – curated retail, TX Huaihai will open its doors to public on December 2019.
Located on Shanghai’s iconic Huaihai Road, the space owes its design credentials to a team of designers like the architect who is specialising in open space, Shuhei Aoyama and the sustainable architect and designer, Authur Huang from Miniwiz. 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 space.
The first phase of the TX HUAIHAI’s design concept will be “DOUX”, artworks integrating the four core elements of “Digital, Oasis, Urban, X (Collaboration).” Artists, designers from across the world and different fields are working together, through digital aesthetics, intelligence and interactive forms to integrate the various areas of Huaihai TX. Some of the names whose works will be on display include the Rhizomatiks team, led by digital art master Daito Manabe, digital art studio FIELD (UK), fuse * (Italy), onformative (Germany) and GMUNK (USA) to list a few. Also, AMKK will also curate their own art shows in TX.
TX Huaihai will use the leading digital intelligent operation systems so that every consumer experiences something new and gets inspired by the surroundings. In addition to art installations, brands’ operations will also be fully supported by innovative digital intelligence.
McKinsey ’s research on “China digital consumer trends in 2019” * shows that China ’s major retailers are transforming into cultural destinations with cutting-edge digital features, and this shift is clearly driving traffic to physical stores. In other words, the integration of cultural experiences will be one of the important factors in attracting consumers to physical stores in the future and will also help the stability and growth of offline consumption.
On December 30th CURETAIL’s new curated retail space – TX Huaihai | Youth Energy Center – will be open to consumers, starting the journey of China’s Youth Energy trend strategy, and provide space for brands and creative units to settle at TX Huaihai in innovative ways.