HELLO KITTY SWEET TOWN

ZHONGSHAN SHIQI MIXC ONE is located in the urban core area of Zhongshan City, Guangdong Province. As the first existing renovation project in the light asset expansion model of China Resources MIXC LIFESTYLE, it reshapes the urban commercial experience with a spatial structure of "MALL+embedded square", and is committed to creating a new destination that integrates quality life and leisure and social activities.

The submitted project "HELLO KITTY Sweet Town" is inspired by the image of HELLO KITTY and town life under the globally renowned IP Sanrio. It breaks the traditional IP exhibition mode and constructs a complete and immersive narrative theme park in a square space of about 2000 square meters. The project takes "Sweet Town" as the spatial prototype and transforms IP emotional assets into tangible, interactive, and communicable environments through scene based and dramatic techniques.

In terms of spatial strategy, the design uses bright red as the visual gene throughout, creating a lively and cheerful overall atmosphere. The Sweet Dream Wishing Pavilion, Sweet Bus Station, Sweet Stage, Dream House, Giant Fairy Tale Book, Apple Paradise, Sweet Arch, Dream Passage, Sweet Dream Twister, Chocolate Party, and 10 meter high Giant HELLO KITTY Cake are 11 themed scenes that not only exist as independent check-in points, but also form a coherent and rhythmic spatial sequence through dynamic connections and visual echoes, enhancing visitors' narrative participation in exploration.

The project will deeply integrate the check-in point function with social behavior, creating a multi-dimensional interactive experience. Each scene encourages staying, taking photos, and sharing, transforming the space into a social arena with its own dissemination power, successfully stimulating public participation enthusiasm, effectively transforming the emotional energy of IP into offline customer flow and brand influence, and reshaping the role of commercial space as a social gathering point in the city.

In terms of materials and construction strategies, the project adopts a modular structure and recyclable materials, taking into account the visual effects during the exhibition and the sustainable needs of subsequent exhibitions and renovations, reflecting a forward-looking consideration of the spatial lifecycle