Zhengzhou · Poly Jiujie

As Poly's first self-owned commercial project in Zhengzhou, Jiujie focuses on how to leverage scenario design to establish a higher potential starting point for the project. Throughout the creation process, our team has consistently emphasized a key concept in the project's scenario design—commercial emotional appeal. In today's business environment, emotional value, as a new business model, is gaining increasing attention. How can we create, explore, and amplify the emotional value of physical commerce in modern consumption scenarios? How can we express emotions naturally and sincerely, making non-standard commercial spaces more touching and engaging? The answers lie in the Zhengzhou · Poly Jiujie project.

1、The architectural quality of the project itself is strong, but the commercial thematic atmosphere is not prominent, and it lacks memorable commercial highlights;

2、The visibility of the street facade is insufficient, and the nighttime illumination is inadequate;

3、The commercial atmosphere in the atrium, outer streets, and backstreets is missing, appearing somewhat desolate, which fails to retain our customer base.

The project is situated adjacent to the intersection of Zhongyuan Middle Road and Huashan Road, where the street frontage forms a visual interface, directly opposite our largest competitor, Wanda Plaza, which also establishes a visual focal point at the crossroads. Furthermore, pedestrian flow can access the project from all directions, necessitating not only a focus on crafting a compelling visual interface but also on the design considerations for the inner street near Poly Xinyu and the backstreet along Yuyuan Road.

What kind of commercial scenes do Generation Z prefer? We can catch a glimpse from some of the titles that categorize today's youth, such as Space Youth, Land Surfing Youth, and Wilderness Youth. Scenes related to space, land surfing, and wilderness are highly favored commercial settings among Generation Z.

The Commercial Positioning of Jiu Street: High Street Wine Alley, Joyful Theater. The word "Jiu" (久) is a homophone for "alcohol" (酒), symbolizing the night economy of light intoxication; "Jojo" represents enjoyment, signifying the happiness this place brings. Our commercial project has a very clear emotional positioning and unique attribute, which is "happiness." What we aim to do is precisely provide emotional value of happiness to our young consumers through the power of scene design, gaining their recognition and empathy.

Taking the owl's eye as the main visual symbol of the project, while integrating the owl with the culture of light intoxication, brings different emotional changes to the owl's eyes, adding memorability and uniqueness to our visual symbol.

The design aims to differentiate the project from established commercial areas in the region, emphasizing the characteristics of an open block that is both walkable and entertaining, attracting local customers for experiential consumption. The commercial atmosphere is themed, curated, and event-driven, with themed IP designs enhancing the project's memorability. By creating immersive scenarios, the project supports investment and operations, strengthening and elevating the value of the Poly commercial brand (brand trustworthiness), achieving brand dissemination, and reinforcing the brand's commercial image. Simultaneously, through极致化 (ultimate)场景 (scenario) enhancement, the project boosts its competitiveness within the region, thereby achieving the goal of attracting "people and traffic."

In our design scenario, we employ scrolling text displays to delineate the corners of buildings; we utilize lightboxes and advertisements to break the monotony of architectural forms. Moreover, we enhance the visibility of the visual focal point with a waving JOJO IP. The concept of the three-dimensional lightbox is inspired by the passage of time on a clock face. As one exits the Ersha subway station, the IPs on both sides are the first to create a sense of ceremony at our entrance and exit, simultaneously engaging the emotions of consumers with slogans such as "Long time no see" and "Reunion after a long separation."

We have placed the emphasis of our design on the first perspective upon entering the atrium, which is the vertical elevator connecting the first floor and the apartment's ground level, as well as the flower bed beneath the elevator. Concurrently, we aim to enhance the overall commercial ambiance through an approach that combines ecology with art.

In the realm of scene design, we employ digitally controlled meteor lights to craft the ethereal sensation of falling stars, capturing the consumer's gaze while visually amplifying the sense of extension. At the visual focal point upon entering the atrium, we have designed the project's central attraction: a JOJO IP check-in spot that serves as a gateway to another dimension. The shuttle-like structure is adorned with a halo of light that rotates and changes colors, creating a mesmerizing effect. Adding a musical stage not only introduces a creative and interactive element but also caters to the youth's desire for emotional release. Within the entrance's landscape flower bed, we use metallic blooms, verdant plants, and twinkling star lights to evoke the ambiance of a luminous valley filled with exotic flora. The visual symbols of JOJO and slogans such as "Long time no see" are used to underscore the theme of the project.

A commendable physical commercial project should exude an atmosphere that is effortlessly relaxed and casually embraces the general public, while also offering consumers a personalized, inclusive, and intimate offline social space. In contrast to the one-stop shopping experience provided by box stores for merchants, we strive to extend the duration of consumers' stay as much as possible. Propelled by emotional value, we aim to bolster the brand's premium pricing potential and repeat purchase rate.

From our spatial analysis, it is evident that this street is broad and straight, with a lengthy circulation path of 70 meters, which can easily induce fatigue in consumers as they meander through. In our design considerations, we contemplate positioning an IP check-in point at the entrance of the street to guide the flow of visitors into the thoroughfare. Additionally, we plan to incorporate advertising boards into the facade design to enhance the visibility of merchant information.

△Special thanks to @Xiaohongshu blogger: Little Orange Lilulu (ID: 1893672350) for the photo authorization.