The Summer Camp of the Smurfs

As China Resources MIXC LIFESTYLE’s first asset-light redevelopment of an existing commercial property, ZHONGSHAN SHIQI MIXC ONE reimagines the urban commercial experience through its distinctive “MALL+embedded square” spatial model. Within this context, the submitted project, “The Summer Camp of the Smurfs,” draws inspiration from the iconic IP The Smurfs, transforming an approximately 2,000-square-metre plaza into an immersive, narrative-driven themed environment.

Red and blue form the project’s defining visual language, connecting eight themed settings—Smurf Steps, Summer Inspiration Tree, Summer Campsite, Smurf Inspiration Space, Giant Smurf, Smurf Breeze Stage, Blue High Steps, and Smurf Village Mushroom Archway—into a coherent spatial sequence that enhances visitors’ sense of exploration and narrative engagement. Each setting seamlessly integrates photo opportunities with social interaction, encouraging spontaneous sharing and translating the emotional appeal of the IP into tangible footfall and brand impact. Complementing this experiential strategy, the project adopts modular structures and recyclable materials, balancing strong visual impact during the exhibition with the sustainability and adaptability required for future touring, reuse, and adaptation.

During the campaign, the project generated 5.58 million online impressions. Related content on RedNote (Xiaohongshu) and Douyin achieved more than 2.24 million impressions, while over 10,000 users organically shared their own content. The project also received coverage from five local official media outlets, including Zhongshan Daily, creating an integrated communication ecosystem combining social media amplification with official media endorsement. Over the same period, the mall recorded more than 5.6 million visits, with average daily footfall exceeding 80,000. By successfully translating the cultural and emotional appeal of the IP into cross-regional visitor attraction, the project reinforces the role of commercial space as a vibrant urban destination for social interaction, connection, and gathering.