Xujiahui: The Birth of a New Consumer Demand

In the global retail landscape, one frequently asked question is: How can traditional commercial districts maintain their vitality while continuously advancing toward world-class status? This issue is not only about the long-term attractiveness of the shopping district itself but also about a city’s position within the international consumer map.Tokyo’s Ginza has provided a clear answer: “upgrading its capacity and influence.” Since Louis Vuitton opened its very first directly operated store in Japan here in 1981, the high concentration of flagship boutiques from luxury powerhouses such as Hermès, GUCCI, and PRADA has gradually transformed Ginza into a global showcase for top brands.With continuous neighborhood-wide renewal and iteration, this commercial hub—originally formed in the late 19th century—remains today one of Tokyo’s most internationally recognized shopping landmarks.

London’s Covent Garden has taken a different path: “functional restructuring.” Originating as a fruit and vegetable market, this historic district has preserved its architectural charm while introducing diverse retail categories such as antiques and art, handcrafted goods, fashion, and homeware. Combined with dining options and live theatre performances, it creates a comprehensive experience that blends both culture and everyday life.Today, Covent Garden has become a destination where both London locals and international tourists love to linger. Different cities adopt different approaches, yet the common lesson is clear: for traditional shopping districts to reinvent themselves, the key is ensuring that familiar places remain relevant and continuously needed.This is not only the insight offered by international case studies but also the very challenge currently faced by the Xujiahui commercial district.

Innovation and evolution form the very DNA of Xujiahui. Within Shanghai’s urban consumption landscape, Xujiahui has always served as a dual benchmark for both foot traffic and renewal capacity. According to data from the Shanghai Municipal Statistics Bureau, in 2024 the total retail sales of consumer goods in Xuhui District exceeded 120 billion RMB, ranking among the top across the city’s 16 districts. Within just a one-kilometer radius of the Xujiahui commercial district, average daily footfall has consistently remained between 400,000 and 500,000 visitors, making it Shanghai’s most typical example of an “all-day, all-demographic” retail hub.

The enduring appeal of Xujiahui over decades rests on two key pillars: it has always been a pioneer leading urban retail trends, and it has continually renewed itself to evolve as a long-standing evergreen commercial hub.The modern commercial journey of Xujiahui can be traced back to 1954, when Shanghai No. 6 Department Store opened at 1068 Zhaojiabang Road. At the time, it was the largest comprehensive department store in Xuhui District, firmly establishing Xujiahui’s status as a retail center. In 1993, Pacific Department Store opened with consumer-friendly services such as tailoring, nursing rooms, and home delivery, setting a retail benchmark aligned with international standards.

Between 1997 and 1999, the openings of Metro City and Grand Gateway Plaza further expanded the retail mix, introducing diverse business models and internationalized shopping experiences, marking the beginning of Xujiahui’s “golden era.”Yet, what has truly kept Xujiahui relevant is not just its early leadership but its continuous reinvention over the decades. From the comprehensive renovation of Shanghai No. 6 Department Store in the 1990s to the 2022 Metro City redesign featuring its striking “Crystal Ball of Shanghai” façade, these acts of sustained renewal have ensured that Xujiahui is not overshadowed by emerging retail districts. Instead, it has carved out a unique rhythm, balancing the heritage of established hubs with the dynamism of the new.

Today, with the closure of Pacific Department Store in 2023, the next chapter of Xujiahui’s retail story has passed to New 600 YOUNG. On July 18, 2025, New 600 YOUNG was officially unveiled at Hengshan Cinema, under the core concept of “Grow Young Together.” This vision not only preserves the historical memory of the original No. 6 Department Store but also breathes new vitality into the former Pacific site. It will become Xujiahui’s first themed shopping mall designed specifically for young families, writing a new chapter of evolution on land that has carried more than seventy years of commercial glory.For a commercial district to be truly world-class, it must retain young families. The decision by New 600 YOUNG to position itself as a “young family-themed mall” is no coincidence—it is a precise response to both the current reality and future direction of the Xujiahui commercial district. Today, Xuhui District has a resident population of around 1.1 million, with those aged 30–44 accounting for over 30%, making it one of Shanghai’s most concentrated areas for young families. These households are typically well-educated, with stable incomes, seeking quality lifestyles, focused on their children’s development, and willing to pay a premium for diverse experiences and services.

Yet within Xujiahui’s current retail landscape, while there is no shortage of luxury brands and trendy fashion projects, family-oriented retail has been left vacant since the exit of traditional department stores. The repositioning of New 600 YOUNG directly targets this gap. With a footprint of 32,000 square meters, the project is relatively compact compared to others in the district, many of which exceed 60,000 square meters. Rather than competing head-to-head, its strategy is to adopt a “small but refined” approach, creating differentiated and complementary value within the commercial ecosystem.This positioning is also deeply tied to Xujiahui’s unique local character. The district is home to many long-established families who have lived and worked here for generations, raising their children and now watching a third generation grow up in the same community. These overlapping generational trajectories have made Xujiahui more than just a commercial hub—it has become a “multi-generational living circle.” For land imbued with such strong local identity and emotional resonance, creating new lifestyle experiences for young families is also a way of continuing the city’s cultural narrative.

Most importantly, the ability to accommodate “all consumer groups” has become a necessary condition for the formation of a world-class commercial district. High-end retail and fashion can attract tourists and younger demographics; business and hotels can secure an international office clientele; but only family consumption can truly anchor local residents, ensuring that a district not only projects an international image but also sustains everyday life.In fact, this trend is already visible in many leading international shopping districts. For example, Bangkok’s Em District in Thailand combines luxury brands and trendy lifestyle retailers with IKEA’s first city-center store in Southeast Asia, giving local residents a practical reason to return frequently—not just for occasional luxury shopping. Similarly, The Dubai Mall, the largest shopping center in the world, goes far beyond flagship luxury stores.

It integrates an aquarium, an ice rink, and the children’s career role-play attraction KidZania, creating a one-stop destination where family leisure and tourism merge seamlessly.It is within this global context that New 600 YOUNG introduces its core concept of “Grow Young Together”, aiming to create a retail experience that truly resonates with the lifestyle of modern urban families. Looking ahead, as the demand for high-quality leisure among Shanghai’s young families continues to grow, introducing cross-disciplinary art experiences and multi-sensory interactive content could elevate the project in two key ways:Family-wide engagement – By offering experiences that appeal across generations, the mall has the potential to become a “third space” where shopping, leisure, and emotional connection converge.Sustainable community building – Rich and varied content can serve as the foundation for long-term programming and social engagement, strengthening customer loyalty while enhancing the project’s cultural appeal.

At the same time, with the new generation of families placing increasing emphasis on quality of life and aesthetic values, the integration of premium dining concepts and innovative retail formats could shape a distinctive environment—one that not only meets daily essentials but also communicates a unique sense of style. Coupled with the current trend of healthy living moving toward lighter, more interest-driven formats, introducing new sports and wellness concepts could add yet another experiential layer. This would not only attract young urban professionals but also position the mall as a vibrant city-center hub for interactive, health-oriented consumption.From market positioning to tenant mix, every aspect of New 600 YOUNG aligns with its Chinese tagline: “Let urban families and their passions grow freely.” By accurately addressing a market gap, the project paves a new pathway for Xujiahui’s evolution into a truly world-class retail destination.

Translation & Localization.Spatial innovation is transforming shopping districts into the city’s “living rooms.” If balancing globalization with localization, and scale with differentiation, is the prerequisite for building high-quality commercial hubs, then the exploration and reinvention of spatial potential is the real driving force behind commercial renewal and evolution.From the released renderings, New 600 YOUNG demonstrates how innovative design in space and infrastructure can deliver fresh marketing highlights for brands and novel experiences for consumers, while also revitalizing the urban interface and public spaces of the Xujiahui district.First, the project will feature an ultra-large 1,000-square-meter naked-eye 3D digital screen on its exterior. Positioned at one of the highest-traffic locations in Shanghai, this “digital landmark” will serve not only as a dynamic marketing and cultural showcase but also as a powerful platform for advertising, brand exposure, and social media check-ins. Its futuristic visual design is expected to capture the attention of trend-driven younger consumers while reinforcing the project’s role as a cultural-creative hotspot.

Second, surrounding the 3D screen will be a three-story-high transparent glass curtain wall façade. This open design maximizes natural lighting and reduces energy consumption, while simultaneously transforming indoor retail units into part of the city’s streetscape. For brands, it offers an additional opportunity to showcase their identity on a much larger urban canvas, blurring the boundary between interior retail and public space.Third, the project’s skybridge system will introduce a “green pedestrian route” that connects the lush scenery of Xujiahui Park with the commercial complex.

This not only fills a long-standing gap in public green space within the district but also establishes the mall as Shanghai’s only CBD that integrates a park directly into its design. Beyond linking directly to the metro station at B1 and Level 1, the project extends its connectivity with three outdoor bridges and terraces: the Level 3 skybridge links directly to Grand Gateway 66, while the Level 4 terrace will serve as an outdoor activation zone for brand showcases and public events.This multi-dimensional connectivity not only enables efficient shared foot traffic among neighboring retail destinations but also introduces the calming atmosphere of the park into the shopping experience. The result is a new model of urban public space, offering consumers fresh opportunities for daily strolls, leisure, and social interactions in the heart of the city.

Translation & Localization.In addition, as the “gatekeeper” of commercial flow at Huashan Road and Hengshan Road, New 600 YOUNG will leverage its multi-level skybridge system to extend the commercial vibrancy of the Xujiahui intersection northward—toward the ITC complex and the Hengfu Historical & Cultural District. This will create a broader zone of consumer synergy and urban walkability, ultimately linking together a larger retail ecosystem.This connection goes far beyond physical integration. By providing a comfortable spatial environment, the project enables the public to stroll seamlessly from heritage neighborhoods to modern commercial complexes. In doing so, it extends consumer dwell time and lays the groundwork for stronger retail conversion.

Such spatial innovation is not just a project-specific upgrade—it also offers new insights into the spatial operations and evolution of the entire Xujiahui business district. Through this newly reimagined offline space, New 600 YOUNG answers a critical question: for a legacy project carrying decades of urban memory, the only way to stay relevant is to find new narratives for the present, ensuring its place in shaping the future of both the district and the city.

True commercial renewal is not merely about architectural renovation; it is about redefining the urban lifestyle. By creating more immersive, experience-rich city spaces, New 600 YOUNG not only delivers better living and shopping experiences for residents but also subtly positions itself as a bridge between people and the city. This allows long-familiar places within a historic shopping district to be rediscovered and revalued by the public.With New 600 YOUNG’s soft opening scheduled for Q1 2026, anticipation is already building around its brand partnerships, spatial innovations, and upcoming content rollouts. These future announcements are certain to spark even greater excitement, further cementing its role as a world-class retail destination in Shanghai.