MIXC VILLAGE Opening Campaign

MIXC VILLAGE, a new-generation premium outlet meticulously crafted by CR Land Mixc Lifestyle, celebrated its grand opening on December 28, 2025. The architecture skillfully blends the relaxed elegance of Southern France with fresh coastal elements, creating the unique "sense of ease" and "resort-like atmosphere" .characteristic of a pedestrian-friendly villageRooted in the brand ethos of "FREE AT EASE" and guided by the "Super Content, Triple Experience" activation strategy, MIXC VILLAGE originated the Wonder Isle Sail narrative, transforming the entire village into a boundless immersive theatre aimed at deeply connecting with the emotions and lifestyles of consumers in the Greater Bay Area. The story follows Freya, a female sailor, on her voyage to find her dream and a spiritual haven. Expanding from Freya's journey, we created over ten distinctive original IP characters, including the guidebird JOJO, MING, and Village Head TOMMY, building a warm and explorable narrative universe.
Based on this original story and strategic framework, we developed a multidimensional experience matrix extending from the grand opening into long-term operations. Over 20 thematic activities ran throughout: daily fantasy theatre parades brought characters to life among visitors; a large-scale themed water show used the central lake as a stage, combining fountains, lighting, flames, and music for an audiovisual spectacle; the 300㎡ immersive art exhibition, Village Dream House, blurred the lines between art and reality, allowing visitors to become adventurers solving physical puzzles while journeying through five themed spaces, finally reaching "Starry Coast" to collectively restore the La Baie ship. Additionally, perennial features like art window displays, island markets, and an old bookshop in key areas enhanced the completeness and explorability of the spatial narrative.
This complete narrative system and innovative integrated marketing yielded phenomenal market results. MIXC VILLAGE welcomed over 190,000 visitors in its first three days. Total cross-platform media exposure exceeded 95 million, including over 35 million on Xiaohongshu, 7 million on Douyin, 9 million on WeChat Moments, and 310,000 searches on Amap. MIXC VILLAGE envisions it as a place where everyone can weave their own unique story and take away beautiful memories of holiday, art, and style.