Sybarite Discovers a New Blueprint for Sunken Luxury | China Consumer 2023
The answer lies in locality, community integration and connection, and fostering consumer interactions in an authentic and meaningful way via retail experiences that deliver the best of offline and online retail.
As part of the run up to CBBC's flagship consumer conference of the year: China Consumer 2023, CBBC and our Member company, Sybarite, explore the future of China's Smart Retail spaces in a new article with Luxury Briefing.
The prolonged pandemic restrictions in China have accelerated an existing trend of digitalisation and experimentation with the Metaverse in this technology-savvy market. Driven by expectations for novelty amongst increasingly sophisticated Chinese consumers, many brands are boldly experimenting with immersive experiences, virtual product demos, virtual influencers and metaverse malls. What is being experimented with in retail formats now in China is likely to disrupt and inspire global retail from East to West.
A good example is Sybarite. Over the last 10 years in China, Sybarite - a global design studio leading the evolving world of experiential culture in retail and hospitality - has reiterated the need for multisensory environments that deliver immersive experiences and that deliver the best of both online and offline retail to consumers. In particular, the SKP-S (luxury department stores and mixed use areas) in Beijing, Xi'an and now in Chengdu reflect the value of New Retail and multi-functional and multi-sensory retail experiences that offer shoppers social spaces and opportunities for personalisation via a full suite of services.
The unveiling of SKP Chengdu proposes a new blueprint for the largest sunken luxury retail masterplan within a Green Belt site. Combining retail outlets with hospitality services, SKP Chengdu creates dense, walkable and mixed-use spaces near transits that support vibrant, sustainable and equitable communities in the local area. The city of Chengdu is an increasingly important destination for luxury brands in China with a growing middle class and appetite for luxury products and services.
CBBC's Director of Consumer Economy, Antoaneta Becker further adds:
"SKP Chengdu crystalises the evolution of both consumers and retailers over the last three years of Covid-imposed travel restrictions in China. Consumers have sought and demanded the fusion of travel, experience and shopping, blended harmoniously in one journey in perfect sync with the city's pioneering approach to placing nature at the heart of development. It has been designed as an endeavour to honour locality and community with the gift of a park to its citizens. This biophilic build comprises half a million square metres of mixed-use retail with well over 1,300 first-tier global to break new ground,"
Make sure you join us at China Consumer 2023 for more cutting-edge insights into New Retail in China and China's Metaverse, amongst other topics.
Taking place on 4th July in central London, China Consumer 2023's Conference Day promises to provide UK consumer brands with actionable insights and key takeaways from a dynamic cross-section of industry leaders - combining panel sessions, with breakout workshops and opportunities for networking and knowledge-exchange.