China Resources Land Limited, Shenzhen, Guangdong Province, China: Shenzhen Mixc World created the NOMADIC VOYAGE theme event as a field content platform

Essay of up to 525 words

Total 524 words used.

Genesis
Post-Pandemic Desire for Nature: As a popular and high-traffic mall, Shenzhen Mixc World has keenly observed changes in the market and consumer demand, continuously rolling out innovative space operations. In 2023, inspired by "nomadism" and "outdoor life," it debuted a nomadic-themed camp spanning over 1,500 m², transforming the shopping center's activity area into a creative camping-inspired space. This camp became a city-wide sensation, garnering over 10 million exposures and attracting a large number of customers, thereby improving both performance and brand exposure.

Goal
1. To increase footfall and address the issue of commercial atmosphere fragmentation caused by building and space renovation in less-visited areas of the shopping center.

2. To overcome the problem of weak long-term operation and explore long-term operation space .

3. To create a public space that can house community activities, convey the brand’s cultural values .

Development
1) Space Planning & Scene Content Creation: Utilizing a 1,500 m² camping space, the project team recreated an authentic North African outdoor style. This included a 400 m² camping tent, real green cacti from the desert, a log outdoor stage, and scenes of the Atlas Mountains and hot air balloons. To address issues of fragmented commercial atmosphere and obstructed footfall, the team added more props, sales and rest areas, and provided a rich dining and wine experience along with diverse stage performances. These enhancements encouraged customers to stay longer and deepened their visual engagement with the scene through on-site prop materials.

2) Brand Resource Leveraging & Community Activity Experience: As a public space operator, the project team collaborated with over 20 outdoor and catering brands that share similar cultural values. they hosted camping parties and created the city's hot spot events at low costs, resulting in a new high in retail sales.

Results
1) Footfall once again reached a new high. On the first day of the event, the footfall accredited to the project reached the highest point of the year (over 230,000), Compared in 2022, the average daily footfall increased by 30% during the event!

2) During the nearly three-month event, retail sales increased by almost 3 million, and rental income rose by 1 million, greatly exceeding expectations.

3) A model for complex and in-depth experiences in public spaces was successfully built. The project team extensively explored the value of content operation in commercial public spaces, inventing and implementing the "scenario + retail" model. They introduced high-level, innovative content and highly topical retail brands, leading to over 20 million related posts across social platforms and generating tens of thousands of interactions. This unique experience, was widely imitated by industry peers. The event received unanimous praise from customers (95% likely to recommend it & 84% hoping to repeat the experience). As a result, the project's influence rose rapidly.

4) Brand resources were consolidated to enhance market following and commercial atmosphere. The project team established a quarterly rotating brand display and sales space, immersing the consumer community in the brand culture. Leveraging the brand's vertical influence, they organized numerous community activities. Covered by nearly 80 media outlets, invigorated the commercial atmosphere and solidified the status among the nation's top shopping centers.