On December 16, the CCTV News video account provided a detailed explanation of the plan's core ideas, pointing out that the retail industry must transition from being a venue provider to a scenario provider, shifting from selling products to offering service experiences, solutions, and lifestyles to achieve better development. The report highlighted successful new-format commercial spaces, with Wukesong Wanda Plaza as a representative example. (Image source: CCTV News video account)

Art Scenarios: Opportunities and Challenges for Commercial Spaces

As a commercial complex dedicated to creating a new-generation art and cultural consumption experience, Wukesong Wanda Plaza integrates art installations, digital technology, and other artistic mediums with commercial space to explore how art can better serve the public in urban commercial environments.

During the rapid development of real estate, commercial spaces emerged as standardized "consumption venues," meeting the demand for quick transactions at the time. However, with the rise of e-commerce and the advent of the inventory era, commercial spaces now face declining foot traffic and sales, making repositioning and strategic adjustments urgent and necessary.

Yet, challenges often breed opportunities. Art scenarios—with their differentiated design, interactive experiences, and stunning visuals—have become a new pathway for commercial transformation. Especially in the post-pandemic era, as people increasingly seek aesthetic fulfillment and emotional connection, art-infused commercial complexes are becoming windows for relaxation, healing, and beauty.

The NEW LIFE art installation at Wukesong Wanda Plaza enhances the space with visual impressions of light and shadow, soothing auditory experiences, and immersive sensory engagement, offering visitors more possibilities for interaction.

But does the presence of art scenarios guarantee a healing and beautiful experience? When we shift focus to understanding the deeper issues, we find both opportunities and challenges: as part of urban public spaces, commercial complexes are not just places for leisure but also hubs for human connection.

RAIL IN in Shenzhen’s Super Headquarters Base was designed from the outset to integrate social scenes, lifestyles, and artistic aesthetics, with art installations visible throughout the space. One example is the mechanical installation Super Light Dance in the atrium, which vividly embodies the brand’s core philosophy through its dynamic form.

While art can attract foot traffic and meet aesthetic expectations for public spaces, it cannot fully satisfy people’s primal needs for public life. Thus, even mature commercial complexes with art installations sometimes see only short-lived effects. The key challenge is how to maximize the value of art scenarios in this new era.

Collaborative Operations: Sustaining the Long-Term Value of Art

Near Fuzhou’s Three Lanes and Seven Alleys, Shangri-La’s Ba Fan Hui is a flagship commercial project under the Shangri-La brand. Its spatial design was deeply influenced by local culture and history—the Yue Dong Gate draws inspiration from classical Chinese gardens, while the jasmine light matrix pays homage to Fuzhou’s city flower, with the number of lights symbolizing the city’s historic alleys.

As a form of public art, art scenarios create unique visual narratives that evoke emotional resonance by blending with the space. Leveraging this advantage, art scenario design has evolved from a niche exploration to a mainstream strategy, especially for commercial spaces lacking distinctive architectural or landscape features. Many successful cases demonstrate this trend.

Beijing SKP has long been known for hosting flagship stores and exclusive product launches, with over 300 global fashion buyers ensuring the fastest updates in China. Additionally, as a high-end mall catering to affluent clients, it boasts a refined membership system and an extreme focus on service experience. (Image source: Online)

Located on the edge of Beijing’s CBD, SKP is not only one of the world’s most iconic luxury department stores but also a pioneer in art-infused commercial spaces. Despite operating for over a decade, SKP remains vibrant, with its SKP-S branch representing the pinnacle of art-commerce integration. Its enduring success stems not just from visionary self-renewal but also from sustainable operations.

SKP-S, just across the street from SKP, is a masterpiece of commercial-art fusion. The entire space adopts an artistic theme, immersing visitors in a surreal world—from lifelike sheep to futuristic visions and artistically designed brand stores—showcasing the allure of immersive commerce.

Similarly, Wukesong Wanda Plaza, Beijing’s first fourth-generation Wanda mall, features stunning art scenarios. Beyond traditional functionality, it incorporates multidimensional human-centric needs—social, lifestyle, and aesthetic. As a new lifestyle hub and art-commerce complex, it thrives on clear positioning and long-term operations, shaping contemporary culture.

From its opening, Wukesong Wanda Plaza has prioritized users’ demands for art, life, and social interaction. From tenant selection to spatial art design and diverse offerings like exhibitions and concerts, the brand demonstrates its commitment to creating a "one-stop" destination for shopping, dining, socializing, and entertainment.

Though differing in location and positioning, these two exemplary art-commerce complexes share key traits: a sharp understanding of user needs, clear branding, exceptional service, high-quality products, and immersive aesthetics that enhance spatial storytelling. Experience economics suggests that the more memorable and immersive a space, the more likely people are to return or recommend it.

Wukesong Wanda Plaza’s art scenarios revolve around themes like "Gravity," "Future City," and "Sky Garden." From the IP installation Little Song Song on the first floor to the sixth-floor giant dome screen, every element reflects the brand’s dedication to innovative spatial experiences, art, and thematic curation.

Meticulous Cultivation: Endogenous Drivers for Sustainable Growth

Positioned as a "new urban social hub and lifestyle landmark," Wukesong Wanda Plaza houses over 300 brands across 300,000 square meters. Its three thematic zones offer layered experiences, while regular fashion shows, concerts, and art exhibitions enrich user engagement.

The success of art scenarios in commercial architecture lies not just in visual appeal but also in meticulous operations. Landmarks like SKP, Wukesong Wanda Plaza, and RAIL IN not only excel in spatial art but also convert art-driven foot traffic into sales through strategic events and services, embedding brand loyalty in customers.

SKP’s RENDEZ-VOUS on the fourth floor frequently collaborates with artists and brands for exhibitions. Similar cultural events are held at RAIL IN and Wukesong Wanda Plaza. (Image source: Online)

A Gathering Place for Mutual Pursuits, Where Life Unfolds

For commercial spaces, a "stunning stage" requires "the right performers," making tenant selection crucial. Aligning with like-minded brands reflects a mall’s values, aesthetics, and appeal, fostering mutual growth with target audiences. Beijing SKP, for instance, hosts 700 brands, including over 230 luxury labels. SKP-S merges art and culture with commerce, creating a unique lifestyle—key to its 13-year reign as China’s top-performing mall.

At its 2007 opening, Beijing SKP introduced 938 brands, including 90+ premier labels, with 40% debuting in Beijing. First-store exclusives drove early traffic, and SKP now accounts for ~38% of international brand debuts in China. In 2023, its sales hit 26.5 billion yuan, up 10.8% from 2022. (Image source: Online)

Building Ecosystems: Multi-Party Interaction, Positive Cycles

Beyond commercial growth, defining public boundaries is vital for broader audience engagement. As "regular art venues," commercial-art spaces need memorable IPs. Wukesong Wanda Plaza’s Little Song Song, boundless art spaces, and frequent events create a self-reinforcing micro-ecosystem, offering consumers a blend of inspiration and relaxation.

This year, Wukesong Wanda Plaza’s anniversary celebration, "Carve What You See/Love," featured eight top-tier cultural performances and 60+ avant-garde artworks. Such events span music, literature, and fashion weeks, supported by the Ailehui Wanda Theater, forming a holistic art ecosystem. (Image source: Online)

Organic Growth, Sustained Promotion, Focused Creation

Beyond events, proactive promotion is essential in today’s information-saturated world. SKP, Wukesong Wanda Plaza, and RAIL IN leverage expert teams to amplify content, engage wider audiences, and sustain art’s vitality.

For successful commercial brands, promotion is ongoing. Wukesong Wanda Plaza, SKP, and RAIL IN maintain robust media platforms to communicate brand values while partnering with influencers for maximum reach.

Art scenarios in commerce serve a clear purpose: they create short-term buzz and traffic but are not miracle cures. Like embers rekindling hope or fireworks in prosperity, they thrive when rooted in strong operations. Ultimately, a commercial space’s enduring appeal lies in its ability to delight—only then can it seize the opportunity of "reinvention" and sustain its magic.