Shopping malls in China often have to deal with the stigma of being tasteless in design with little consideration to the shopper experience. As one of the oldest luxury shopping malls in China, Plaza 66 had an engagement issue and wanted to reinvent the way it approached the malls’ brick and mortar experience and ultimately how it can engage the coveted younger demographic and invite them into the Plaza 66 universe.
In the lead up to the Spring Festival celebrations (one of the busiest periods in the mall’s retail calendar) we decided to create an innovative and engaging window installation. The core idea to use color to personify different emotions throughout shopper journey. As Art Director and Art Buyer, I collaborated with an illustration artist as well as a group of college students to create an immersive hand-crafted garden experience that extended throughout the mall's structure.
Stemming from the mall's epicenter, each different color represented a unique touch-point that extended into a seamless thread throughout the entire shopper journey. The aim was to bridge the boundaries between fashion, beauty and lifestyle into a completely new look and feel. From the impactful facade to the grand atrium, we created paper art structures at all of the installations to help both guided as well as engage shoppers through an entirely new experience.
