Coastal City is an existing shopping center with 5 years of solid operation as a first mover sub-urban shopping center developer in Shenzhen and has established a solid position as the destination of choice for family shopping and entertainment.

As with all things retail, times change and customers evolve in their experience, expectation and spending power while retail tenants evolved with a wider range of powerful international and local brands all seeking prime space all catering to their specific customer demographic

The time is now for Coastal City to move forward with a well-considered repositioning evolution.

An interesting opportunity has been identified with the repositioning of coastal city from the current straightforward shopping center operation into a hybrid shopping center/department store with key department store categories presented within a seamless shopping environment throughout the entire shopping center.

A new master plan was developed based on the expanding key categories of beauty, accessories and fashion creating a women’s anchor destination on the ground floor.  Light and reflective materials were chosen in combination with subtle curves and relief to create a sophisticated neutral environment that accentuates soft lines and focuses attention on the brands and customers.   

rkd retail/iQ was responsible for the strategic brief, all creative expressions, environmental graphic programs, retail planning + design and construction documentation.