Highlights Of Shopping Centres Linking Commerce With Culture And Art

Shanghai K11

From March 2014 to June, the first Chinese special exhibition of Claude Monet, the impressionist Monet exhibition, was held in the bustling K11 shopping center in Shanghai with a ticket of 100 yuan. The 55 works exhibited include 40 Monet authentic works, 12 pieces of Impressionist painters such as Renoir, and objects such as glasses used by Monet.

Monet's works include not only his "Giverny garden" series, but also his late works, the Japanese bridge.

In addition, the exhibition has nearly 800 derivatives, with hundreds of thousands of visitors, attracting another appreciative group different from the Museum of art, which has been a great success, so that you can see a brand new business model.

Walking into Beijing's overseas Chinese garden, you will be attracted by the huge art installations on the scene.

The "Miss pig" dancing in the revolving door is dressed in a beautiful skirt. The display, called "saw saw", presents three patterns of sawtooth interlocking, which implies the mutual influence, injury and injury between objects.

Since 2012, we have held a special exhibition every two months, including "Guangzhou three annual exhibition", "sitting for the design" retrospective exhibition, "Duo A dream" exhibition, etc., so that consumers can feel a richer artistic atmosphere.

It is understood that the good Plaza will also be dedicated to more than 3000 square meters as an art gallery.

In August 16th, Tak Tak Plaza opened the theme of "2014 High German art exhibition - the city of plastic shadows" art activities. Among them, the main exhibition area of the autumn square was dominated by large fashion wall hanging works and large sculptures, and selected the large wall hanging works and sculptures with creative and visual illusion to be displayed. The works were full of visual impact and imagination.

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In fact, not only shopping centers want to introduce art and culture into the marketing of the square, but also to promote passenger flow and increase consumer stickiness.

Many Fuzhou department stores have considered this measure, and have been used more or less in marketing. However, compared with the shopping mall that costs millions of thousands of years to marketing, the department store has reservations about this way.

A mainstream department store in Fuzhou told reporters that the collection of customers in Fuzhou is mainly through catering.

Such as K11 in Shanghai, Yitian holiday in Shenzhen, Harbour City in Harbour City in Hongkong, and Times Square, etc., they invested much in arranging artistic themes. Their cultural and artistic activities were not two days a day, but continuous.

The official of the mainstream department store admitted that he once wanted to do something similar to de Yun club or concerts, but once he knew it, he could not bear the cost. He often needed millions of yuan.

The exhibition of famous paintings also needs more than ten thousand two or three days.

The gross profit of department stores is now calculated, for example, the sales volume of 8 million yuan can be 1 million yuan gross profit.

If such a marketing campaign is held, it does seem to be a big deal.

She believes that from the current situation, the various business circles have been from the sales promotion to the era of marketing.

Taking advantage of this "small apple fever", there are two versions of marketing in Fuzhou East Jie Kou business circle.

The staff of Dong Bai Dong Street store played a flash in three lanes and seven alleys in Fuzhou.

With the rhythm of the happy little apple music, Fuzhou East hundred employees gathered from all sides and jumped up the energetic little apple hot dance, and finally shouted "Ping" an "child" to "save" the slogan; "the ocean world store" packed the internal employees' inner purchase meeting into a marketing event, adapted the lyrics of the little apple in animated video mode, "you are my big ocean welfare, I love you too much, and the low discount warm my heart......"

Witty and entertaining in the form of entertainment.

The 54 Road Children's section of Wangfujing department store, from the perspective of children's thinking and vision, takes advantage of the colorful feature and combines the themes of the dream cartoon. Through the colorful zenith, 3D cartoon stickers, cartoon antiskid floor mats and cartoon modeling arches, we create the exclusive world of children with DreamLand as the theme. 3F

People in the Fuzhou business circle interviewed by reporters thought that the marketing of culture and art could be a supplement to the marketing of shopping malls, but they should not be noisy.

There are observers who say "art shops" and "artists do shopping malls" are very different, like "men" and "women". In the final analysis, women prefer men with artistic taste, rather than literary young men.

Shopping malls also need to improve the environment to achieve the purpose of collecting customers and selling.