Shimao Festival City
Beyond Shopping Mall, Reconnecting Back to the City
LOCATION
Shanghai, China
SIZE
61,700 sqm
DATE COMPLETED
2018
After winning global acclaim for both K11 in Shanghai, as well as Beijing's COFCO Plaza, Kokaistudios once again brings its expertise in shopping mall renovation to China’s increasingly lifestyle-driven retail scene.
After winning global acclaim for both K11 in Shanghai, as well as Beijing's COFCO Plaza, Kokaistudios once again brings its expertise in shopping mall renovation to China’s increasingly lifestyle-driven retail scene.
Kokaistudios was tasked with upgrading the pre-existing retail component of Shimao Festival City. By reconfiguring circulation both inside and outside the facility, identifying clear pathways according to visitor type, and creating openness and space, it has placed the mall firmly on the radar of both residents as well as tourists, reconnecting it to the city.
Kokaistudios was tasked with upgrading the pre-existing retail component of Shimao Festival City. By reconfiguring circulation both inside and outside the facility, identifying clear pathways according to visitor type, and creating openness and space, it has placed the mall firmly on the radar of both residents as well as tourists, reconnecting it to the city.
Kokaistudios’ design concept is a theater and the renovation centers on visitor flow of three “roles” of users: tourists, audience and actors, with areas of the mall imagined as the foyer, auditorium, and backstage of a theater. Starting from outside, an external ‘red carpet’ guides visitors along a sky escalator extending from Nanjing Dong Lu to a third-floor balcony and podium entrance space.
Kokaistudios’ design concept is a theater and the renovation centers on visitor flow of three “roles” of users: tourists, audience and actors, with areas of the mall imagined as the foyer, auditorium, and backstage of a theater. Starting from outside, an external ‘red carpet’ guides visitors along a sky escalator extending from Nanjing Dong Lu to a third-floor balcony and podium entrance space.
Tourists: Created primarily with tourists in mind, the red carpet guides visitors on an experiential journey. Effectively circumnavigating the mall proper, the “red carpet” offers impressive views across East Nanjing Road and People’s Square.
Tourists: Created primarily with tourists in mind, the red carpet guides visitors on an experiential journey. Effectively circumnavigating the mall proper, the “red carpet” offers impressive views across East Nanjing Road and People’s Square.
Audience: Positioning the mall as a lifestyle destination that extends beyond retail was also key to attracting a second target demographic: Shanghai residents, imagined here as ‘audience’. For this reason, the renovated mall features several high-end restaurants and bars on its fifth and sixth floors.
Audience: Positioning the mall as a lifestyle destination that extends beyond retail was also key to attracting a second target demographic: Shanghai residents, imagined here as ‘audience’. For this reason, the renovated mall features several high-end restaurants and bars on its fifth and sixth floors.
Actors: Another entrance on East Nanjing Road caters to a third demographic, defined by Kokaistudios as ‘actors’ and imagined as those working in nearby offices. In order to facilitate frequent, more convenient use of Shimao Festival City, an escalator conveys this group direct to the heart of the mall. Envisaged as a ‘backstage' space, it sets an industrial tone through grey louver walls, polished black glass.
Actors: Another entrance on East Nanjing Road caters to a third demographic, defined by Kokaistudios as ‘actors’ and imagined as those working in nearby offices. In order to facilitate frequent, more convenient use of Shimao Festival City, an escalator conveys this group direct to the heart of the mall. Envisaged as a ‘backstage' space, it sets an industrial tone through grey louver walls, polished black glass.
After winning global acclaim for both K11 in Shanghai, as well as Beijing's COFCO Plaza, Kokaistudios once again brings its expertise in shopping mall renovation to China’s increasingly lifestyle-driven retail scene.
Kokaistudios was tasked with upgrading the pre-existing retail component of Shimao Festival City. By reconfiguring circulation both inside and outside the facility, identifying clear pathways according to visitor type, and creating openness and space, it has placed the mall firmly on the radar of both residents as well as tourists, reconnecting it to the city.
Kokaistudios’ design concept is a theater and the renovation centers on visitor flow of three “roles” of users: tourists, audience and actors, with areas of the mall imagined as the foyer, auditorium, and backstage of a theater. Starting from outside, an external ‘red carpet’ guides visitors along a sky escalator extending from Nanjing Dong Lu to a third-floor balcony and podium entrance space.
Tourists: Created primarily with tourists in mind, the red carpet guides visitors on an experiential journey. Effectively circumnavigating the mall proper, the “red carpet” offers impressive views across East Nanjing Road and People’s Square.
Audience: Positioning the mall as a lifestyle destination that extends beyond retail was also key to attracting a second target demographic: Shanghai residents, imagined here as ‘audience’. For this reason, the renovated mall features several high-end restaurants and bars on its fifth and sixth floors.
Actors: Another entrance on East Nanjing Road caters to a third demographic, defined by Kokaistudios as ‘actors’ and imagined as those working in nearby offices. In order to facilitate frequent, more convenient use of Shimao Festival City, an escalator conveys this group direct to the heart of the mall. Envisaged as a ‘backstage' space, it sets an industrial tone through grey louver walls, polished black glass.
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