In 2024, a wave of innovation transformed urban landscapes across China, with bold projects setting new standards in commercial design. Landmark spaces like Chengdu EGO Mall, BFC Shanghai, and Beijing THE BOX Chaowai redefined traditional commercial models, merging "content innovation" with "scene creation". These ventures showcase how designers are crafting spaces that balance aesthetic appeal, visitor engagement, and sustainable operations.
A special initiative, "Emerging Commercial Trends Through Designers' Eyes", conducted by the CIFF Design Community, highlighted insights from designers shaping these changes. The initiative captured shifting consumer preferences, emerging business models, and collaborative possibilities that are influencing the next phase of commercial design.
Designer Wu Shengren, founder of THE TRIANGLE.JP, observed a shift towards spaces fostering mutual connections between brands and consumers. Brands like "not a hotel" and "Toolbox" exemplify this trend by enabling personalised, participatory experiences. Yongqiang Yi of 5+2. Studio emphasised "slow growth" as a sustainable model, illustrated by 7-ELEVEn's transformation into a fresh food service destination. This philosophy aligns brand evolution with local culture and consumer needs.
The rise of "interest consumption" is another noteworthy trend, according to CM Jao and Ken Cheung of OFT Interiors. By catering to niche communities, brands can build loyalty and long-term engagement. Designer Zhen Xiaoguan from PDD highlighted the importance of low-carbon and eco-friendly spaces, drawing inspiration from ventures like Shanghai's Green Friday, which combines vegetarian dining with cultural and community activities.
Eric Chan of O&O Studio reflected on the importance of integrating diversity and flexibility into commercial spaces. Projects like Emsphere in Bangkok redefine consumer experiences through interconnected and sensory-rich environments. Similarly, Owen Lam of Afloat Studio explored the fusion of art and commerce, using installations to craft unique shopping atmospheres.
Sandy Lee of MOK Design Guangzhou pointed to the significance of ritualistic and experiential elements in consumer spaces, noting that thoughtful spatial design enhances engagement and marketing effectiveness. Meanwhile, Chris Chen of MWC Design Studio highlighted the growing demand for leisure-oriented consumption, where urban and rural spaces merge to offer relaxation and reconnection with nature.
As commercial design moves beyond material needs, Luo Haifeng of Ocean Design emphasised the importance of creating emotionally resonant spaces. Projects blending cultural narratives and innovative design elements are transforming retail into platforms for brand storytelling and customer interaction. Designers like Chen Meiyi of Santi Group noted the resurgence of self-service dining, where strategic cost control and curated experiences meet consumer demand for value and individuality.
In this evolving landscape, Sean Wu of WILD Creative advocated for commercial spaces that foster community and sustain long-term engagement. Projects like Shanghai's Rockbund demonstrate how historic preservation and modern consumer experiences can coexist. As designers move towards crafting spaces that balance aesthetics, emotional connection, and sustainability, the future promises to redefine the relationship between brands and consumers.
These trends underscore a shift from superficial appeal to deeper, more meaningful consumer experiences, heralding an era of authentic engagement and innovative design.
More information:
China International Furniture Fair (Guangzhou)
[email protected]
www.ciff-gz.com