Chinese people love to be entertained. No city without playful lightshows, no space without soft accentuating melodies and no shopping street without dancing panda bears or other fantasy characters. The latest wave that’s overrunning shopping malls and hotels now brings along contemporary art and technology. Shopping malls like K11 in Shanghai with it’s museum at the basement level brings art into the everyday live. Art is even incorporated in the brand story of K11. The same does the Parkview Green in Beijing. It’s not only providing an exhibition space more than this visitors have the opportunity to experience art all over the mall. Retail chains like Gentle Monster even go more far. Each of their stores provide a different concept of immersive, artful shopping.
The management believes that this is a new way of developing the brand and an easier way for people to remember the shops. Definitely it is! Carefully curated art installations can also be seen in hotels. The Éclat hotels are paying tribute to art with an incredible collection of art in its guest rooms and public areas. The Onehome art hotel in Shanghai has 26 rooms with prints, ceramics, sculpture, cups, books, etc. of masters of art including Andy Warhol, Picasso, Bacon etc. Masterpieces of over 120 artists and designers are integrated in the public space of hotel, including Damien Hirst, Yayoi Kusama, Philippe Starck, just to name a few. But that’s not enough. The hotel also dedicated public areas to VR experiences, where visitors can do a tour through the VR museum of fine arts. While waiting for your company you can sit at interactive tables that enable you to order a cappuccino with an Andy Warhole milk foam covering or do a puzzle. And last but not least a gift shop with selected art pieces and art workshops to book.
China is going new ways, showing us that it is no longer the transaction itself, it is the experience that counts and that lets you feel the vibe of the brand.