Policy guidance annotates the city with the "most enchanting atmosphere of life." According to data from the Ministry of Commerce, 60% of consumption in China occurs at night. As a pivotal concept for stimulating domestic demand, guiding consumption, and supporting consumption upgrades, the "night economy" has become a favorable start for the domestic cycle. It is an important measure to fully leverage the advantages of the domestic ultra-large-scale market, stimulate consumption, enhance the city's long-distance appeal, and promote the formation of a new "dual circulation" development pattern. The prosperity of the night economy has become one of the significant indicators of a city's economic openness and vitality.

Yanhuo YEAH Lane, as a bustling alley that satisfies the people's aspirations for a better life and enriches their consumption choices, takes the warmth of human life as its construction origin. In just 22 days, on a 15,000 square meter plot, the Jingfa Group's subsidiaries, including Jinya Real Estate, Dihuan Construction, Sibaide, and Donghu State-owned Assets, in collaboration with Shanghai Fengchao Scene Creation, pooled all their resources to accomplish what was deemed impossible in the short term—completing the construction, development, and implementation tasks. Responding proactively to policies, building for the people, and invigorating the night economy, they took on the mission of reviving consumption. On the opening day, the foot traffic exceeded 20,000 visitors, with daily revenues reaching approximately 1 million yuan! Yichang now boasts more of the vibrant atmosphere of life, making the city "brighter" and the people "happier"!

Previously, Yichang already had Luohe Night Market, which set a benchmark for night-time economic effects. The government encourages the organization of nighttime cultural and artistic activities, such as concerts, exhibitions, and music festivals, to attract people to participate in cultural and artistic consumption at night. This project, located next to Luohe Night Market, aims to establish itself as the premier night-time economic and lifestyle hub in Yichang.

Firstly, the site, situated at the intersection of Yichang's old and new urban areas, serves as an effective carrier of urban culture and contemporary development, necessitating a more diverse cultural and consumer identity. Secondly, the site is naturally divided into three plots by two secondary roads, requiring each plot to have its unique consumer offerings under a unified theme to facilitate shared foot traffic.

Consequently, we have planned the overall layout, abandoning a product-centric approach in favor of a logical commercial arrangement. From east to west, the plots are designated as Plot 3, Plot 2, and Plot 1: Plot 3, closer to the old urban area and adjacent to Luohe Road Night Market, naturally possesses a bustling, lively atmosphere; Plot 1, nearer to high-rise residential buildings, based on our team's on-site research, primarily attracts an improved customer base aged 30-35, hence we envision Plot 1 as a fashionable consumer destination related to quality family life; Plot 2, the central plot of the project, forms a "bustling east and tranquil west" layout, perfectly integrating social media check-in points and event performances.

Working in seamless collaboration with the client's investment and operations team, we achieved more with less. The team actively sought to understand the needs of investment and operations, delving deep into the local business ecosystem to promptly grasp the requirements of incoming merchants, understanding both the merchants and the customer base. Ultimately, we allocated a functional area of 3,000 square meters for container and mobile vending operations. Leveraging the site's expansive outdoor space, we tailored the addition of outdoor dining areas to complement the food and beverage industry, thereby expanding the business scope and enhancing the customer experience.

Inspired by the consumption traits of the younger demographic, we named the project 【烟火YEAH巷】(Yanhuo YEAH Lane). Here, 烟火 (Yanhuo) symbolizes the city's vibrant atmosphere, aiming to create an accessible lifestyle showcase. YEAH, phonetically similar to "night" in Chinese, also represents the distinctive feature of the night economy, embodying fashion and trends and illuminating the charming neighborhood. We crafted a bespoke mobile item for Yichang by integrating original IP with the setting. Additionally, we adorned the exteriors with graffiti  tailored to the project's consumer characteristics, transforming container shops into interesting internet-famous check-in points that offer a new scene at every step.

In the selection and design of individual units, the team paid meticulous attention. The project's overall containers are based on the trendy mobile items, with exterior graffiti  treatments tailored to the project's consumer characteristics, turning container shops into scenic at every step interesting check-in points. In the design of the main entrance container, elements such as the setting sun were incorporated to express the concept of "night."

Moreover, the selection of mobile vending units also took "variety" as the design direction. With only 11 mobile vending carts in the neighborhood , the team chose 6 different models, greatly satisfying consumers' curiosity. Double-decker buses, televisions, and coffee cup mobile vending units meet normal business needs. Mature products, combined with rich experience, professional service, and efficient coordination, have allowed the trend to ignite a onsumption boom in Yiling with creativity and ingenuity.

The team placed significant emphasis on the characteristics of the night economy, putting considerable effort into the lighting design. Beyond contour lighting  for the container modules, we also designed lighting for railings, steps, and the theme logo . Additionally, a time corridor  was integrated into Plot Two, using dynamic lighting to attract consumers to actively interact with the scene.

During the construction phase, the site transformed "day by day." The team tailored construction plans to local working conditions, with on-site designers, supply chain representatives, and emergency volunteer squads ensuring that any issues were promptly and properly resolved. A full-process integrated service managed the connection processes  and scheduling  of the entire project, guaranteeing the construction period . During this time, the team assisted the client in completing the leveling of 27 acres of land, independently designed and produced 111 sets of containers and vending carts, installed them, built 2 public restrooms, constructed 117 parking spaces, and erected 4 spiritual fortresses. They also supported the investment and design services for 105 merchants, once again  refreshing  the speed of the trend and attracting numerous citizens to film videos (marveling).

For the people of Yichang, Yanhuo YEAH Lane is far more than an ordinary night market. This 15,000 square meter urban trendy neighborhood, with its featured heavy food and beverage + food and beverage clusters，trendy play markets + event performances, andurban camping + experiential check-ins , activates the city's fun social interactions ,mmersive interactions, and scenario experiences  of fashionable trends. It perfectly blends the spiritual attributes of trendy play culture  with the commercial attributes of lively food , vividly depicting  the various aspects of urban life, imbued with the beautiful sentiments of a lively atmosphere...

The colorful graffiti on the container groups, the carousel in the bustling square, the camping canopies under the starry sky， and the atmospheric bars   hidden in the  urban nightscape ... Here, one eats authentic flavors and strolls through quirky lives ... 

As the saying goes, the affairs of the world are but a bowl of the warmth of human life. Here, a different Yichang scene  is unfolding, unlike anywhere else.