LINK PLAZA in Zhongguancun

Amid the dual context of consumption upgrading and commercial transformation, Link REIT has adopted the innovative strategy of “phased renovation during operation” to revitalize LINK Plaza in Zhongguancun. As a flagship commercial project, which deeply integrates the district’s technological innovation ethos and academic cultural heritage since 2014. With its core positioning as “Trendy Hive,” the project redefines spatial aesthetics through seven dimensions—technology-infused design, youth-centric expression, and trend fusion—precisely targeting Gen Z and trendsetting elites.
The design team addressed pain points such as weak facade visibility, outdated indoor lighting, and lack of thematic cohesion with comprehensive upgrades:
Entrance & Plaza: Enhanced with LED linear lights and dynamic lighting systems, coupled with POP MART IP collaborations to activate outdoor commercial value through art installations.
Interior Spaces: Reimagined lighting and color schemes, featuring white textured films and contrasting metal grilles for an industrial-futuristic vibe, while adding atrium seating to foster social interaction.
Thematic Zones: B1 level transformed into a “Trendy Hub”with cyberpunk lighting and street art, integrating retail, F&B, and tech interaction to guide vertical foot traffic .
Ancillary Spaces: Elevator lobbies and restrooms adopted tech-silver tones, with added nursing rooms and vanity areas to elevate service quality.
The revitalization of LINK Plaza takes four core strategies: IP collaborations, optimized lighting, themed social scenario, and humanized details. All these make it into a “trendsetting gravitational field” that sparks emotional resonance, fosters interaction, and delivers fresh experiences, solidifying its unique appeal in Zhongguancun and Beijing’s commercial landscape.