Shanghai creates an interactive marketplace tailored for Gen Z

A retail area in Shanghai uses pop-ups, workshops and luxury brands to make purchasing a shared experience

Spotted: Shanghai-based Xintiandi has turned two city blocks into an interactive marketplace. By doing so, Xintiandi Plaza aims to attract Generation Z-ers, the generation that is driving the demand for luxury brands in China.

Xintiandi differs from other shopping centres because it strives to create connections, virtual and in person, the company says. For example, the Xintiandi Plaza uses pop-ups, events and workshops to bring people together. Upscale shopping includes workshops and funds for upcoming designers. The food court, known as Foodie Social, markets itself as a “new type of food destination”. Customers can buy fresh produce, take part in cooking classes and even organise events. 

Xintiandi Plaza aims to create a “Social House”. A Social House is a new retail strategy to target Generation Z. The concept involves a holistic shopping experience that encompasses shops, bars and restaurants, making it easier for customers to connect.