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On the Go with Asia a Go Go

A retail expedition through China and Seoul, South Korea

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The crush of Shanghai’s afternoon commute engulfed us as we emerged from the Pudong International Airport – a sea of luxury cars, exhaust-belching buses, precariously overloaded scooters and rickety old bikes. We were forewarned: vehicles claim the right of way here, followed by the two-wheelers and, finally, pedestrians. Personal space is at a premium in Shanghai, where 24 million people live and work in mainland China’s first (and thriving) free-trade zone.

The same could be said for retail space, which I was there to explore this past May on behalf of VMSD, the exclusive media sponsor for the inaugural asia a go go expedition. Our diverse group of retail design and supplier professionals spent eight days on a whirlwind tour of stores, malls and city attractions, focusing on the influence of merchandising, design and architecture. It was an enlightening experience in the workings of Asia retail and development, in addition to the demographic, economic and cultural forces driving the region’s growth in both brick-and-mortar and online offerings. (We also attended the first C-star international retail trade fair, where 5721 visitors from 59 countries and regions viewed 162 exhibitors from 23 countries.)

While a high street of upscale stores is impressive in the West, a high street of upscale vertical malls – one more elaborate than the next – seems to be the norm in Shanghai. Although other areas of China face occupancy challenges due to overbuilding, here, retail appears to be on an upward trajectory, as wealthy developers strain to outdo each other with soaring spaces and fanciful designs.

Read on for a review of the retail highlights we experienced in Shanghai.

Lane Crawford | A Hong-Kong based company, Lane Crawford opened its 150,000-square-foot Shanghai flagship January 2014 in the city’s Times Square. Designed by Yabu Pushelberg (Toronto), the luxury department store is notable for its clean landscapes and neutral color scheme. “Visual merchandising is a huge part of our space,” said Cary Cheng, director of architecture, Lane Crawford. All landing areas feature detailed presentations that change frequently while the in-house VM team is provided large floor spaces to create dynamic pop-up environments. The presentations are often created as walk-through environments to invite customer interaction.

Surprisingly, the implementation of digital technologies in this and other high-end stores in Shanghai is minimal to nonexistent. Instead, traditional merchandising elements including armies of mannequins and artful props and decs dominate store decor.

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10 Corso Como | Designed by American artist Kris Ruhs, the 27,000-square-foot glass-enclosed structure on Nanjing West Road (Shanghai’s bustling pedestrian shopping street), combines a fashion and lifestyle boutique, art gallery and restaurant, all curated by the company’s founder, art dealer and publisher, Carla Sozzani. Like many emerging retail concepts in China, 10 Corso Como aims to offer Chinese customers the new and unique international experiences they demand. “Our destination is essentially a curated space for exper-iences … where customers are encouraged to meet and engage in a wide variety of ideas,” said a company spokesperson.

K11 Art Mall | Art, upscale shopping, progressive international restaurants and even an on-site urban farm seamlessly merge at the K11 Art Mall, located on Huaihai Road in the heart of Shanghai’s central shopping district. Local architecture firm Kokaistudios designed the nine-level space, infusing natural light throughout the lower levels by creating an intricate skylight at ground level. Describing the concept of “museum retail,” Eric Chan, director of operations and leasing, K11 Concepts Ltd., said incorporating art exhibitions with interactive workshops “does not push you to buy; it pushes you to stay longer and return again and to [foster] loyalty. Art is our DNA. We’ve [created] an ecosystem of art, culture and nature.”

iAPM Mall | Hong Kong-based developer Sun Hung Kai’s goal for the 1.3-million-square-foot iAPM Mall was to create a destination for late-night shopping (the name reflects the notion of a.m. to p.m. shopping). Stores are open until 11 p.m., and the 30 restaurants and IMAX cinema are open until 2 a.m. Part of a mixed-use development, the complex features two office towers and a luxury residential tower with a seamless connection to the major rail station below. Architectural firm Benoy took design cues from the city’s cultural heritage, referencing the traditional Shikumen façade architecture with modern touches, such as media walls within the mall and along its exterior. The mall showcases nine duplex stores of high-end luxury brands such as Gucci, Miu Miu, Prada and Valentino.

SEOUL STYLE
From Shanghai, the go go gang traveled to South Korea’s capital, Seoul, a sizzling metropolis with a flourishing economy and healthy tourism trade. The clean, friendly and stylish city offers free WiFi to its residents and the world’s fastest Internet speeds. The trendy Gangnam district (cue the hit song) is home to a growing number of mobile startups and technology incubators; this spring, Google opened a campus in Seoul, its first in Asia, according to The New York Times.

The rise of Hallyu, or the “Korean Wave,” reflects the emergence of South Korea as a major exporter of popular culture. K-pop and K-cosmetics have exploded in popularity over the past few years, as reflected by both the Chinese and Japanese markets. In fact, South Korea is one of the top 10 travel destinations for Chinese tourists.

Lotte World | Retail giant Lotte Group’s year-old Lotte World Tower and Lotte World Mall complex dominates the Jamsil area of southern Seoul. Mainland Chinese customers flock to the duty-free operator’s million-square-foot mall, which boasts a skating rink, sports center and folk museum, in addition to high-end international and Korean brands.

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Shinsegae | Located in downtown Seoul, Shinsegae Department Store is Korea’s first department store and reflects a refined tradition with modern design elements, featuring a diverse range of luxury brands. The lower-level food market is a marvel of local and international culinary offerings.

The Galleria Luxury Hall West | The Galleria Luxury Hall West was recently renovated to transform the Korean shopping experience from the typical product-consumer space toward that of a shopping destination. Minimalist forms, finishes and displays present merchandise as fine art. The result is an innovative design (created by Toronto firm Burdifilek) marked by matte black curved walls, simple forms and natural wood. Brand identification and product features are tastefully presented with electronic signage integrated into the fixture system.

Garosu-gil | The charming ginkgo tree-lined Garosul-gil street in Sinsa-dong has evolved over the past decade into the trendiest area in Seoul. Locals and tourists pack the narrow sidewalks to experience a mix of international brands like Forever 21, Massimo Dutti and Zara, as well as Korea’s own labels including Aland and 8 Seconds. Open studios, cafés, bars and pop-up shops make the area a see-and-be-seen vibrant hangout.

Editor’s note: Special thanks to the organizers of asia a go go: Mark Badhwar, Stephen Hekman and Deborah Toffoli of Kingsmen (Shanghai) and their supporting teams in Shanghai and Toronto.

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