Looking back at 2024, a wave of highly innovative and exploratory commercial projects emerged across urban landscapes in China.
From the bold transformation that turned Chengdu EGO Mall into a new landmark for trendsetters, to BFC Shanghai, hailed as the “all-rounder” of pet-friendly spaces, and Beijing THE BOX Chaowai, a vibrant urban playground crafted for the youth with its multifaceted business formats—these projects exemplify how “content innovation + scene creation” is shaping the trends of modern commerce.
As the driving force behind innovative commercial models, how can designers create spaces that excel in both aesthetics and traffic while achieving effective conversion and sustainable operation?
But what design philosophies and logic lie behind these “non-standard” approaches, which stand apart from traditional standardized models?
To explore these questions, CIFF Design Community launched a year-end special initiative, “Emerging Commercial Trends Through Designers’ Eyes”. This project gathered insights from industry designers, asking them to share their standout examples of new urban commercial spaces. By tapping into designers’ sharp market acumen, the initiative identifies subtle shifts in emerging business models, captures evolving consumer demands, and fosters collaborative discussions to drive the exploration and integration of new design trends.
1) Connecting and Co-Creating: Empower Mutual Connections Between Consumers and Brands
Designer: Wu Shengren
Founder of THE TRIANGLE.JP
Traditional business models typically involve enterprises unilaterally providing goods or services, with consumers passively accepting them. However, in today’s world, consumers seek not just products but unique experiences and stories embedded in goods, spaces, or services. In fact, many consumers have become active participants, engaging in the creation and design of products or services for a deeper sense of fulfillment and connection.
From this perspective, I am particularly drawn to two brands: “not a hotel” and “toolbox”. “Not a hotel” breaks the traditional hotel mold, offering a new type of spatial experience. It’s not just for lodging; it flexibly adapts to work, long-term residence, and other diverse lifestyles. Meanwhile, “Toolbox” is an online store catering to the DIY and renovation market, curating high-quality building materials and furniture components. It empowers customers with freedom to choose and combine, helping them craft personalized spatial designs.
Though these brands operate in different industries, they both exemplify this new business relationship, successfully redefining interactions with consumers. They reflect a shift where consumers increasingly value meaning and satisfaction derived from goods rather than mere ownership. This, I believe, is the key to commercial success in the future.
2) Upgrading Business Needs: Slow and Steady Wins the Race
Designer / Yongqiang Yi
Founder & Design Director of 5+2. Studio
Recently, I’ve gained a deeper understanding of the term “slow growth,” which reflects the development attitude of certain brands. In the future, the philosophy of slow growth will shape a new business model, significantly influencing brands’ strategic layouts, single-store operations, product assortments, and inter-brand collaborations. This process highlights the profound integration between brand development and consumer environments.
For example, in our team’s recent project, the 7-ELEVEn Food Bar, our goal was to transform 7-ELEVEn from a quick-service provider to a convenient fresh food service destination. The introduction of a fresh food area was key to the brand’s new store model, requiring effective risk control while balancing the new and old frameworks—a core design challenge for the project. At the same time, we also needed to convey the message of ‘brand upgrading’ while maintaining 7-ELEVEn’s brand identity. This required a thoughtful process of finding a balance across all communication touchpoints and was an exploration of traditional retail brands under new consumer demands.
In the information age, the rapid spread of online messages and an oversaturation of information has led to fragmentation. Moving into 2025, I believe we should invest more energy into deeply understanding local culture and needs to promote a virtuous cycle of local creativity and cultural development.
3) Rejecting Uniformity: The Rise of “Interest Consumption” as the New Necessity
Designer / CM Jao, Ken Cheung
Co-founder & Director of OFT Interiors
Current consumer trends are centered around “interest consumption,” which connects dispersed individuals through shared passions and hobbies, forming independent yet intertwined communities of interest. This shift indicates that new business models no longer aim to meet the needs of everyone. Unlike traditional commercial complexes that attempt to serve the mass market, leading to homogenization, modern commerce focuses on addressing the needs of diverse interest-based communities, thereby building stronger customer loyalty.
While Generation Z remains the primary consumer force, the market is continuously evolving, and it takes time to cultivate new consumer groups. Given the typical 5-10 year lifecycle of commercial spaces, we are currently focused on studying the consumption behaviors and trends of Generation Alpha, in hopes of identifying key factors for future commercial development and helping clients extend the lifespan of their commercial projects.
Looking ahead to 2025, designers must consider key factors shaping future commercial trends, including interest-based commerce, community segmentation, generational change, and media ecology. Current trendy malls have already provided successful examples of interest consumption and community-based culture. In the future, with the evolution of media and generational shifts, cross-media design will continue to develop in the direction of interest-based commerce.
4) From “Only Seeing Ourselves” to “Caring About the Earth”
Designer / Zhen Xiaoguan
Founder & Design Director of PDD
In 2024, I am particularly focused on the low-carbon, eco-friendly, and energy-efficient commercial consumption trends. In light of the economic challenges and funding shortages in recent years, survival and development in adversity require us to reflect and implement energy-efficient, low-cost operational models to counteract the impact of consumption downgrade and thrive against the odds.
I am especially interested in Shanghai’s Green Friday, a plant-based restaurant that centers around vegetarian culture and advocates for a green and eco-friendly lifestyle. The restaurant refuses to use any seasonings or pungent spices and combines gardening with the concept of a pure vegetarian restaurant. The menu changes according to the seasons and the 24 solar terms, and they regularly host book clubs, yoga classes, outdoor gardening workshops, and other activities. Additionally, they also host matchmaking and family-friendly events.
Using Green Friday as an example, I believe 2025 will witness more commercial trends related to environmental protection and low-carbon lifestyles. Future business models will place greater emphasis on multifunctionality, combining the foodservice industry with cultural knowledge dissemination and hands-on skill-building, aiming to achieve high-efficiency, high-functionality, and high-benefit commercial outcomes. Additionally, I am considering transforming my next design studio into a multi-functional store that combines exhibitions, original designer furniture, artwork displays, coffee and tea services, creative office spaces, and salon events to create a diversified commercial model.
5) Diversity and Integration as the Key to New Consumer Spaces
Designer / Eric Chan
Co-founder of O&O Studio
In 2024, the commercial trend is shifting from meeting “material needs” to providing “spiritual satisfaction.” Single-use spaces can no longer satisfy modern consumers, and diversity and integration have become key factors in new consumer spaces.
One example that left a deep impression on me is Emsphere, located at the Phrom Phrong BTS station in Bangkok. This futuristic space is a massive venue filled with the smell of food, stimulating the senses while offering consumers the freedom to explore different areas based on their preferences. The design connects indoor and outdoor spaces and enhances the visual connection between customers and brands through high ceilings.
Speaking of customer freedom and brand connection, I recall a project we designed—Atelier Intimo flagship store. In this project, we conveyed the concept of “Rebirth of the Scorched Earth” through various scenes, materials, and art installations, reflecting the brand’s philosophy and thinking. This design allowed the brand and customers to merge in a non-traditional retail space, where customers could explore freely, creating brand effects and transforming the commercial space into a stage for brand display.
In my view, future commercial spaces will become more social centers, and design should focus on interactivity and openness, creating spaces suitable for sharing and gathering while incorporating elements that encourage self-propagation to enhance consumer engagement.
6) Culture and Creative Products Leveraging Emotional Value: Captures the Youth Market
Designer / Eric Yeung
Founder of Roundesign Associates Hong Kong Limited
I am currently focused on advancing the development and internationalization of designer toy art. To this end, I founded “ART ON ME,” a company dedicated to turning everyday items into collectible art experiences.
In my creative practice, I believe that the core of emerging consumption trends lies in merging content with lifestyle to engage the new generation of consumers. With this philosophy, we developed the “Super Vinyl Factory x ART ON ME” project at Shenzhen’s Uniway Shopping Mall. Through vinyl records as a medium, we connected with high-quality lifestyle seekers, delivering cross-industry collaborations through innovative experiences, spaces, services, and products.
Looking ahead to 2025, more brands are expected to pursue internationalization, and non-standardized business models, such as The Luxe Lakes CPI Island in Chengdu, will gain prominence. In today’s market, consumers value individuality and differentiation. Designers must delve deeper into these needs to create meaningful experiences and meet evolving expectations.
7) Art Installations + Commercial Spaces: Ignite the Passion for Experiential Consumption
Designer / Owen Lam
Co-founder of Afloat Studio
In the face of homogenization in traditional commercial shopping centers, integrating art with brands to create unique commercial atmospheres can attract consumer attention, particularly among high-end consumers, who are more willing to form emotional connections with brands through social activities.
To this end, our design team launched the “Colour Symphony” art installation project at Hong Kong’s ELEMENTS, inspired by the city’s dynamic and ever-changing atmosphere. The installation features curved roof structures at various heights, utilizing natural light from the atrium’s skylight to project colorful, shifting light patterns, creating a different visual experience as sunlight and sky conditions change.
Earlier this year, we completed five festive art installations at Hong Kong’s Pacific Place titled “Colorful Spring, Happiness Overflowing.” These installations blend traditional and modern design elements using translucent and reflective materials, encouraging visitors to explore and discover, creating a multi-layered visual effect symbolizing the prosperity of the new year.
I believe that future commercial spaces will focus more on shaping the consumer experience, emphasizing the integration of art and experience, and driving innovation in commercial models. As technology advances, the boundaries between online and offline will continue to blur. In the coming year, we aim to create more emotionally engaging consumer experiences in commercial spaces.
8) Paying for “Ritual”: Rediscovering Life Nearby
Designer / Sandy Lee
Founder of MOK Design Guangzhou
In recent years, material-oriented commercial space design has emphasized appearance and aesthetics, often investing heavily in visually appealing, open, and showcase-oriented designs that draw customers to engage and participate. Some home appliance brands, for instance, demonstrate the high performance of their premium washing machines by offering laundry services, allowing customers to experience quality firsthand.
At the Italian high-end sauna equipment flagship showroom JSWB in Guangzhou, our team designed a 360-degree display around the products. Through thematic storytelling, smooth spatial circulation, and multi-layered design, we maximized the use of every square meter to enhance the value of the space. I believe integrating experiential elements into showrooms can significantly boost marketing effectiveness and visitor engagement.
9) “Self-Care and Relaxation”: Driving Growth in Leisure Consumption
Designer / Chris Chen
Founder & Design Director of MWC Design Studio
In today’s fast-paced world, the interplay between “stress” and “relaxation” has become a central topic. As many people navigate life in “double-speed mode,” there is a growing desire to escape daily pressures, reconnect with nature, and embrace outdoor activities. This trend has driven the popularity of nearby destinations within a 1-2 hour journey, as consumers increasingly prioritize individuality, self-care, and a sense of ease.
In the first phase of the “HeYang Cooperative” project, specifically in the design renovation of its main building, we focused on integrating multifunctional spaces within a limited rural area. The concrete structure of the main building influenced our decision to retain a similar concrete aesthetic for the interiors of guesthouses B and C, creating harmony between the main building and the surrounding environment. Our goal was to offer visitors a seamless blend of design and nature, providing both the convenience of modern amenities and the charm of rural tranquility.
In terms of urban commercial development, I believe there is significant potential in repurposing historic buildings into commercial spaces, breathing new life into heritage structures. Projects like Foshan Lingnan Tiandi and Shanghai Xintiandi exemplify this practice, showcasing how high-quality older buildings can be revitalized to meet contemporary consumer needs while preserving their cultural and architectural value.
10) Narrative, Experience, and Emotion: Emotional Value Leads New Consumption Trends
Designer / Luo Haifeng
Founder & Design Director of Ocean Design
Throughout 2024, our team has observed the evolution of commercial space design. One emerging trend, the pursuit of “relaxation,” is redefining the future of such spaces. For example, a trendy coffee shop in Foshan repurposed abandoned oil tanks into industrial-inspired spaces. Through unique layouts and diverse functionalities, it became more than a coffee shop—a space for socializing, leisure, and cultural experiences.
Similarly, our upcoming project, the flagship store of Boyu in Guangzhou Sanyuanli, explores young people’s emotional needs and lifestyles. Incorporating concepts such as “owner-driven economy,” “moderate socializing,” “shared consumption,” and “shared interest,” we deconstructed and reassembled the Boyu brand in innovative ways.
As experience-driven economies rise, designers must embrace cross-disciplinary integration and deepen emotional engagement. Design is no longer solely about aesthetics and practicality—it’s about crafting environments that resonate with the human spirit. Designers are transitioning from traditional visual creators to curators and facilitators of emotional experiences.
11) “Self-Service Renaissance”: From “Big and Comprehensive” to “Small and Beautiful”
Designer / Chen Meiyi
Vice President of Santi Group
This year, I have been particularly drawn to the revival of the self-service dining model. Once considered a high-end experience, self-service has become more accessible, driven by changing consumer confidence and value-oriented preferences. Formats like all-you-can-eat hot pot, known for affordability, variety, and abundant portions, are now widely embraced. The success of self-service dining lies in its thoughtfully crafted strategies, including precise cost control, enhanced efficiency, and well-curated ingredient pairings.
A notable example is Su Man Xiang, a vegetarian buffet self-service restaurant offering high-value meals for around 30 RMB per person, appealing to health-conscious diners. The restaurant’s commercial space also incorporates thoughtful design elements, such as concepts like “one city, one style” to each location and strategic placement of self-service areas near entrances to attract customers.
As consumers increasingly seek personalization and emotional connections, strong brand stories and unique IPs can significantly enhance appeal and loyalty. Designers must explore how visual storytelling can strengthen these emotional ties, such as through collaborations, limited-edition products, and immersive brand experiences.
12) Beyond the Check-In: Redefining Consumer Experience in the Post-Brand Era
Designer / Wu Jiachun
Founder & Chief Designer of Spring Design Office
As we step into 2024, the “post-brand era” is taking shape, where the value of consumer experiences far outweighs the appeal of social media check-ins. Humble shops in unassuming old city neighborhoods, despite their modest facades, have emerged as the highlights of modern consumption by offering truly unique and memorable experiences.
A prime example is “QUCHASHAN,” a concept rooted in Guizhou culture that seamlessly incorporates local heritage, intangible cultural elements, and pottery into its product offerings. Its Guangzhou store quickly gained popularity, demonstrating the rising demand for commercial models that fuse cultural narratives with authentic consumer interactions.
Additionally, reshaping brand identities is essential. Companies are increasingly focusing on crafting distinctive brand symbols, compelling stories, and meaningful values that foster a sense of connection and belonging among consumers. Examples include home improvement brands that emphasize eco-friendly practices, appealing to environmentally conscious shoppers.
Looking ahead to 2025, the future of commercial consumption lies in delivering enriching and multifaceted consumer experiences, moving beyond the superficial draw of mere check-in culture.
13) Rooted in Life: Spaces Designed to Last
Designer / Sean Wu
Founder of WILD Creative
This year, I have been particularly intrigued by how physical retail spaces can attract and retain customers through innovative design and strategies. Physical stores should transcend their traditional role as transaction hubs and evolve into multifunctional spaces that activate brands and foster community. These stores can become venues for exploration, allowing customers to connect with the brand and experience products firsthand.
One standout example is the Wuhan SKP Street, particularly its “luxury district + standalone stores” concept in the Second District of Chu River Han Street. While still under construction, the project holds promising potential.
Another noteworthy case is Rockbund in Shanghai, which preserves the historic charm of its Bund location while introducing new consumer experiences. At the same time, this project has been a great source of inspiration for me. As a designer, I believe it is becoming increasingly important to focus on the needs of long-term sustainable commercial operations and respond proactively to them. In today’s economy, designers and partners must collaborate to explore enduring opportunities.
(The above guest sharing is listed in no particular order.)
Today, design is no longer just a visual presentation but an integral part of brand strategy. It breathes life, personality, and value into spaces, transforming them into cultural symbols and emotional bridges in the hearts of consumers.
For us, this is the best of times. Whether it’s reviving the old or reinventing the new, shifting from functional consumption to meaningful consumption, or evolving from experience-driven design to emotional resonance, the journey ahead promises to be more authentic and engaging—both in form and essence.