What: a new mall in Chongqing, the Oval, mixing art and retail

Why it is important: following the steps of SKP and K11, operators realise that enhance retail is key to generate and maintain traffic in store

IADS partner GDR UK reports the opening of The Oval, a new mall in Chongqing, China. Its specificity is that art is mixed in the retail experience: when visiting the premises, customers can see artwork displayed on their smartphone, and the centre of the mall, the OR, is a “multi-dimensional fashion complex”, half store, half gallery.

Interestingly, a significant part of the retail space is also dedicated to sport and fitness: running track, skate par, shooting club, indoor sports playground, bowling alley. We explore this trend in the upcoming Merchandising Meeting #2 on sport & lifestyle in April 2021.

Multi-purpose mall brings art and retail together in Chongqing

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