How Can Commercial Curation Create Truly Valuable 'Emotional Connections'?
In recent years, with the upgrading of consumer demand, commercial spaces have become increasingly personalized, themed, scenario-oriented, and experience-driven. From 'commercial IP' to 'commercial curation,' the 'business + art' model has started to gain favor with consumers. As a result, more and more shopping centers are incorporating artistic elements, and some have even opened dedicated art exhibition spaces, as if they've discovered the secret to attracting footfall.
'First, generate traffic; then, do business' was the rationale behind the commercial embrace of 'curation' for a while. And so, we saw Mixc go from 'molly' to 'W小姐' to '专制不明白', and CapitaMall go from '1001泡面' to 'Moon市集'. These exhibitions, with their eye-catching settings, indeed catered to the current enthusiasm for photo-taking, check-ins, and social media sharing, drawing in throngs of visitors.
But after seeing too many of these commercial exhibitions, neither the visual experience nor the IP appeal is enough to spark a genuine desire to document and share. The initial sense of surprise has been dulled by countless repetitive visual spectacles. As a result, the commercial sector is seeking a curatorial direction that resonates more deeply with consumers.
Thus, Mixc introduced the 'Plastic Reduction' seaside pavilion, shifting from thematic IP to environmentalism; Haitian Mall began to empower organic living; and Jinmaowan Shopping Center started to explore the memory of Qingdao.
How Can Commercial Curation Create Truly Valuable 'Emotional Connections'?
A quick photo op is only a momentary need, but true 'identification' requires a passionate attempt to touch the better side of the heart. This is precisely what is most lacking in the industry today.
On September 24, Qingdao Jinmao Lanxiu City held a fresh and interesting immersive experiential exhibition. They brought 400,000 stalks of wheat into the city's concrete jungle, adding a bright touch to Qingdao's autumn. A static exhibition without a well-known IP that can hold visitors' attention for long periods, encourage participation, sharing, and even repeat visits—this must be an exhibition 'from the heart'.
This exhibition aimed to create a peaceful haven amidst the hustle and bustle of life. Using this space, it sought to awaken memories of beauty and innocence, allowing people to revisit the city's most natural and cozy autumn days. Those who had been rushing around found a corner of tranquility in the busy city, where they could settle their minds and listen to their truest inner voice.
The exhibition placed four 1-square-meter wooden huts in the wheat field. In this unique space, you could rest, read, daydream, take photos, and look inward. This creative spatial aesthetic practice brought more valuable emotional connections to those who experienced it, unleashing an undeniable attraction and transformative power—a touching slow pace in the fast era of physical retail.
With growing aesthetic awareness, art is quickly understood and widely demanded. Meanwhile, cookie-cutter commercial spaces urgently need refreshing, craving unique and heartfelt content. Qingdao Jinmao Lanxiu City has always positioned itself as a 'Future Urban Life Exploration Center.' This exhibition not only showcased an aesthetic space but also reflected an ongoing exploration and pursuit of art, and further extended the cultural and artistic threads of the island city. Exploring more ways of living and deeper personal needs—that is the cultural direction and values that a high-traffic 'offline media' platform should convey.
