New World opens hybrid mall

03/12/2014
One of China’s largest department store operators has opened in its first hybrid department store-mall.
New World Department Store China has opened its 12th self-owned store in Shanghai – Shanghai 118 Branch Store, in the Putuo District.

The new store is situated the Western Shanghai Business Circle, just 3km from the Hongqiao Economic and Technological Development Zone and close to Changfeng Eco-business District and CBD with its high concentration of restaurants, offices, luxury residences, government buildings, hospitals and schools.
The store is located in NGS 118 Plaza, a mega size living complex with a total GFA of 400,000 sqm.
Situated in the phase II and III of the plaza, Shanghai 118 Branch Store operates both department store and shopping mall businesses, with a total GFA of about 40,000 sqm and 22,600 sqm respectively. The complex offers shopping, living, leisure and entertainment under one roof.
The five-story department store is positioned as a ‘Living Gallery’ targeting middle class families. The store features more than 200 local and international brand concessions including apparel, cosmetics, jewelry, sports and household products.
To align with the company’s new ‘Happy New World’ positioning, a 2000sqm children’s playground has been set up inside the store, adjacent to concessionaires selling baby’s products and childrenswear.
The final stages of the shopping mall are expected to be opened in the first half of next year.
Using green as the major theme of its interior design, the store makes use of geometric drawings and abstract artistic lines to create a modern and contemporary style, fully demonstrating NWDS’ brand image of ‘Enriching Lives. Enhancing Character’.
Philip Cheung, MD and executive director of NWDS, said Shanghai is one of the company’s major footholds, so “we have been expanding our presence in Shanghai by carrying through the strategy of ‘multiple presences in within a single city’”
“Putuo District is the deputy center of western Shanghai with undoubted development potential. We believe that the new store and Shanghai Shaanxi Rd branch store can grasp the growth opportunities as Putuo district further develops and be able to create greater synergy and influence together with other stores in Shanghai.”

Fonte:http://insideretail.asia/2014/12/03/new-world-opens-hybrid-mall/

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