Zoom, Boom, Bloom!

For its grand opening during the Christmas season, Hongqiao Qianwan INCITY MEGA launched a deeply immersive Zootopia 2-themed IP experience that went far beyond superficial character placements. Guided by the concept of “Exploring the Space, Owning the Story,” the project thoughtfully integrated the mall’s architectural philosophy—“Inspired by Landscapes, Crafting a Second Nature”—with the film’s core values of diversity and inclusion. The result was a fully realized “story theater” that redefined emotional engagement and experiential retail in urban commercial spaces.
Rather than relying on the disjointed photo-op scenes typical of most IP experiences, the design unfolded a unique narrative journey through three emotional phases: arrival, discovery, and belonging. Visitors began at the Welcome Plaza, a whimsical reinterpretation of Zootopia Central Station, then passed through the Prelude Atrium, which captured the vibrant energy of Zootopia City Center. From there, they entered the Valley inspired by the film’s tropical rainforest district, before arriving at the Gathering Ground featuring a Giant Donut. The path then led into the Crystal Realm, a homage to Bunnyburrow, followed by a pet-friendly zone serving “Pawpsicle” ice pops. It continued to the Platform No. 5, reimagined as a Zootopia bus stop, and culminated in the Chill Bay—a sunken plaza bathed in the starlight of Tundratown. Each zone brought a different ecosystem from the film to life. Through a carefully choreographed journey, the mall became a living story map, inviting shoppers to step into the role of a protagonist and to discover moments of wonder and delight around every corner.
The design harmonized the film’s visual language with the mall’s existing architecture. Fiberglass, steel-wood composites, and lightweight foam sculpting—paired with semi-relief textures and hand-drawn linework—created a tactile world that felt at once whimsical and believably real. The color palette balanced signature IP hues, atmospheric storytelling, and commercial needs, deepening immersion without compromising visual harmony or a sense of quiet sophistication. The result was a space that didn’t just look beautiful—it moved people.