The Experiential Real Estate of Shanghai

Strike up a conversation with any real estate professional and soon enough the “death of retail” topic will come up. Slightly exaggerated, perhaps, but retailers and the real estate they occupy are facing significant challenges as e-commerce continues to evolve. One message that we received again and again from the real estate experts that we met in China was that bricks and mortar retailers have already gone through many of the growing pains associated with e-commerce and learned the importance of “experiential retail” years before it became a buzzword in the US.

One of our first meetings in Shanghai was with Value Retail at their newly opened Shanghai Village. Located near the Shanghai Disney Resort, the luxury outlet mall is well positioned to attract nearby tourists. Meeting with Caleb Perrin, a Columbia MSRED graduate, and Lillian Cheng, it was clear that value proposition of Shanghai Village was hospitality and experience, rather than just providing a retail offering.

Our hosts began our tour with a discussion in the VIP hospitality room where shopping guest can relax, enjoy refreshments and have a concierge assist them with anything. Shoppers could also register so their purchases will be sent to concierge to be picked up at the end of the day or shipped directly to their home, staving off fatigue from hauling around heavy shopping bags. Boutiques were spacious and uncluttered, reminding us more of 5th Avenue retailers rather than a typical US outlet mall. The one design challenge that our group noticed was the open-air concept. While common in US and European outlet shopping centers, poor weather and air quality keeps customers away. We visited Shanghai Village on a rainy weekday and noticed very few shoppers around.

We built on our experiential retail tour with a tour of Swire’s HKRI Taikoo Hui, a mixed-use development in Shanghai’s vibrant Jing’an District with two office buildings, a retail mall, and three hotels / serviced apartments. The luxury boutiques are well-suited to the high-end neighborhood and contains the world’s largest Starbucks (29,000 square feet). The Starbucks Reserve Roastery is a highly experiential concept. The spaces doubles as a coffee factory and guests can learn about the roasting and brewing process while tasting coffees from all over the world. While coffee shops are not as vulnerable as fashion retailers to e-commerce, the Starbucks Reserve serves as a major draw to both locals and tourists for the shopping center.

Robin Lore ’19

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The group touring Shanghai Village

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The group touring Shanghai Village

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World’s largest Starbucks in Taikoo Hui

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