Tianmei New World Shopping located Taiyuan, the capital city, is the leading upscale shopping center in Shanxi province western china. 

As the luxury sector slows in the percentage of growth, younger and more affordable fashion brands are more widely accepted, shopping centers on the wrong side of the trend can find themselves in need of significant adjustments to continue to attract younger customers and remain relevant in the market place.

Food and beverage is often a key differentiator in the tenant mix and combine that with a new to the market full service supermarket can be just what a center needs to reverse the trend and refresh the image in unison with other tenant mix adjustments.

That is exactly what Tianmei required.  Expanding their limited dry grocery gift foods specialty store into 5,000 m2 on the upper levels of the shopping center to a full service up market lifestyle supermarket with integrated food and beverage tenants on the convenient lower ground floor location.

rkd retail/iQ was responsible for the retail strategy and all creative expressions including, name generation brand + environmental graphic programs, retail planning + design and construction documentation.