Exploring Refined Naturalism: The ‘More Than a Legend’ Experience at Greentown Wenzhou GT PLAZA

Saying Goodbye to “Boxed” Commercial Spaces: A New Era of Nature-Infused Urban Life.The city is stepping into an era where commerce and nature breathe together, leaving behind closed, repetitive “box-style” developments.When socializing, shopping, and leisure naturally unfold in green, open spaces, the concept of “park-style social commerce” is no longer abstract—it is actively shaping the future of urban living.On November 27, aboard the Oujiang River cruise, with gentle river breezes and intertwining light and shadow, the Greentown Wenzhou GT PLAZA Leasing Launch Event was grandly held under the theme “More Than a Legend.”This launch, blending nature, art, and commerce, revealed to Wenzhou not just a park-style social commerce project, but a forward-looking urban commercial model that resonates with nature and aligns with global standards.Rising along the Oujiang River in the city’s bustling central axis, this park-style commercial landmark witnessed a cruise filled with industry expectations slowly setting sail under the night sky.As building lights illuminated the Wenzhou skyline, Greentown Wenzhou GT PLAZA marked its ambition to create a “city-level masterpiece” with a ceremonious riverfront launch.As Zhao Hui, Secretary of the Party Committee and Executive CEO of Greentown China, stated in his speech, after more than 30 years in real estate, Greentown has always adhered to its core strategy: “quality first, growing with the city.”

Lucheng Plaza, a “skyline benchmark,” not only redefined Wenzhou’s architectural height but also integrated luxury residences, five-star hotels, high-end retail, and urban parks—becoming synonymous with “ideal living” for countless locals.With deep insights into Wenzhou and the legacy of Lucheng Plaza, Greentown’s commercial luxury line has now brought its flagship to southern Zhejiang: Greentown Wenzhou GT PLAZA. It is poised to become a key driver in enhancing urban life quality.The project sits beside the 389-meter Wenzhou landmark Lucheng Plaza, benefiting from the natural ecology of the Oujiang River while connecting closely with core city resources in politics, finance, culture, and education.Within a 3-kilometer radius, the area hosts 60+ financial institutions, 20+ administrative service offices, 6 major A-level scenic areas, and 30+ quality primary and secondary schools—offering high-end amenities tailored for high-net-worth residents.Leveraging its prime location, the project connects multiple city arteries, linking Lucheng Old Town, Ouhai, and Longwan districts, while providing quick access to Wenzhou North & South Stations, the main railway station, and Longwan International Airport.The project has also reserved an interface with the M2 metro line at Lucheng Plaza Station, which will further enhance its reach as transit infrastructure develops.

As the commercial core of Lucheng Plaza’s super-tall complex, GT PLAZA not only attracts significant external foot traffic but also, through integration with the Ritz-Carlton Hotel, high-end residential units, and a 30,000 m² urban park, naturally cultivates and retains a diverse consumer base, including entrepreneurs, overseas Chinese families, professionals, and trendsetting youth.Based on in-depth insights into local consumers’ social, wellness, and experiential needs, Greentown Wenzhou GT PLAZA positions itself as a “park-style social commercial complex.”By organically integrating one basement level and four above-ground floors with the urban park, it creates a model of commerce that breathes with the Oujiang ecology and the city itself.Redefining traditional ecological scenarios, the park-style approach nurtures future consumer spaces with warmth, reflecting a city’s cultural awareness and public consciousness.Wenzhou’s commercial heritage has always been efficient and pragmatic, producing a vibrant market ecology, yet historically it has been transaction-focused and experience-light, leaving open, breathable, and warm urban public spaces scarce.As park-style commercial developments gain popularity nationwide, they reflect a shift in consumer preference toward experiences combining nature, culture, and relaxation.Greentown’s commitment to quality allows it to anticipate these needs, making Greentown Wenzhou GT PLAZA highly anticipated—a sentiment echoed by Zhou Xu, Executive CEO of Winshang Corporation at the launch.

As a high-end flagship in an innovative city, the project identifies market gaps and leverages its resources to pioneer park-style social commerce capable of reshaping the urban landscape.Four Innovative Park-Themed Social Spaces.To revolutionize urban park commerce, GT PLAZA introduces four distinctive social park concepts:Leap Wild Ranch – Urban Park:A natural social hub in the city center, spanning 30,000 m². This park integrates urban camping, skateboarding, pet leisure, and forest cafés, catering to all ages while leaving room for refined operational management and content creation.Oujiang Gateway – Urban Art Energy Field:Not a conventional cultural exhibit, this space blends outdoor areas, curated art, and youth culture to create a city-level trend hotspot. It fuses live music, pop-up experiences, art installations, and social checkpoints to engage young locals with both heritage and global trends.Magnificent Heights – Starry Rooftop:Transforming traditional rooftops into a highline space featuring European-style streets, themed markets, fine dining, and stargazing social areas, combining intimate, boutique experiences with mass social interaction—creating a new nightlife destination.Whispering Lights – B1 Subterranean Space:A walkable, immersive basement featuring artistic landscaping, natural lighting, and curated pathways.Outdoor extensions, water features, and landscape integration extend the commercial space, merging breathable public areas with urban commerce.Layered Lifestyle Retail StrategyGT PLAZA adopts a “one floor, one theme” approach to curate lifestyle experiences:B1: Trendy, multi-functional spaces for youth—cafés, sports, and novelty entertainment.

L1: High-end curated retail integrating art, fashion, and pet lifestyle products for affluent consumers.L2: Lifestyle gastronomy combining cultural selections, international dining, and exploratory retail.L3: Fine dining and casual social entertainment for family meals and gatherings.L4: Localized social spaces, supporting night economy and experiential leisure, with bars, lounges, and scenic viewing areas.This multi-layered strategy transforms park-style commerce into interactive, daily-integrated, and sustainable living spaces.Premium Brand Signings and First-to-City IntroductionsThe launch also announced intent agreements with key brands including COSCIA, UME Cinema, Beauty Choice, TURNPRO HOUSE, and Mei KTV, confirming the project’s strong appeal to high-quality brands.GT PLAZA aims to be Wenzhou’s first-stop for rare and pioneering brands, fostering trendsetting retail experiences.Greentown Commercial Strategy: “More Than a Legend”GT PLAZA exemplifies Greentown’s clear product strategy and asset management capabilities.As part of Greentown Commercial, which manages 130 diversified assets (retail, hotels, serviced apartments, industrial parks), GT PLAZA is the flagship of the GT Series, targeting landmark, city-level commercial complexes.Its predecessor, Greentown Qingdao GT PLAZA, opened in November 2024 with 65,000 m² of landmark retail, quickly becoming the city’s commercial focal point.As the second GT PLAZA project, Wenzhou GT PLAZA carries expectations for innovation and evolution, integrating nature, public space, and refined naturalism to deliver a “More Than a Legend” urban commercial paradigm.