Shanghai Jingan Joy City

With the rise of "Smart Manufacturing in China," elements imbued with folk culture and historical significance have begun to trend, as the wave of "Guochao" (China Chic) breaks through the horizon like a beam of light, sweeping across the nation. When it comes to exemplary commercial projects in Shanghai known for their "customer group management," Joy City undoubtedly stands out. As a homegrown commercial real estate brand in China, Joy City has distinguished itself through innovation and experiential commerce. Each Joy City inherits a consistent DNA while also showcasing its unique personality. This year, Shanghai Jingan Joy City has further focused on creating a "Youth Magnet Field," solidifying its position as a social hub for its target demographic.

In recent years, "Guochao" has emerged as a new trend among consumers. Young people are enthusiastically embracing Guochao new products and crossover products, sparking a sense of national pride and confidence.

How to interpret "Guochao" (国潮)? The key lies in the combination of "Guo" (国, nation) and "Chao" (潮, trend), both of which are indispensable! Under the tide of reform and opening up, young people have embraced Guochao as a new form of self-expression, and their consumption philosophy has evolved from the pursuit of material satisfaction to the pursuit of confidence and fulfillment in the spiritual and cultural realms. "Guochao" is not a hollow slogan, but a youthful proposition that "we should have more confidence in our own culture." It is not mere nostalgia, nor is it a pure historical replication of old Shanghai like the 1192 style; it is an interest in traditional culture and its quintessential elements, extracting, reconstructing, and recreating on this basis; it is a recombination of Chinese traditional culture in the context of the new era, combined with new materials and technologies.

Cultural confidence and individuality; self-expression and a return to authenticity. It is not about replicating classics and retro national styles, but about facing the current new generation of consumers with a trend-oriented approach, integrating more of the confidence and self-reliance that comes from returning to one's own cultural heritage.

How to make a stunning transformation into a new internet-famous check-in spot? Based on the existing business formats and architectural styles, and grounded in the needs of the new generation of young customers, create a new landmark for Shanghai's Guochao culture. With Guochao as the core content, and based on the existing operational formats of the district, incorporate elements with Chinese cultural imprints such as the Taotie and koi fish, using artistic methods to organically integrate their images with the space, creating several new nodes with a very fantastical flair. Moreover, plan the entire space in a multi-dimensional and立体 manner, focusing on the consumption of the night-time economy, and significantly enhancing the atmosphere.

The lead designer meticulously refined the details to restore authenticity. This upgrade and rejuvenation of Neon Street represent yet another breakthrough built upon the foundation of the original authentic scene, which is bound to spark a new wave of attention towards commercial settings and attract aficionados of Joy City's trendy consumer culture to flock for check-ins and fervently capture memories.