On the afternoon of April 30, the opening ceremony for 2021 “Yangtze River Delta Eco Green Integrated Development Demonstration Area Double Fifth Shopping Festival” took place at Showay in Qingpu District, Shanghai. It was attended by Zong Ming, vice mayor of Shanghai; Yang Zhiping, vice mayor of Suzhou; Su Zhuangqiang, chairman of Luen Mei Group; Jiang Jianjun, vice president of Luen Mei Real Estate  Group; Chen Yan, president of Luen Mei Business Management; Ma Xiaodong, vice president of Luen Mei Business Management. The government leaders watered the model symbolizing “Yangtze River Delta Eco Green Integrated Development Demonstration Area”, officially kicking off the “Double Fifth Shopping Festival” in the demonstration area as well as eco green consumption activities.

Driven by both “policy” and “event”, “Global Launch Season”, “All-Town Discount Season” …. As an important platform and an iconic event in Shanghai as an international shopping Mecca in the making, “Double Fifth Shopping Festival” has expanded from Shanghai to all of China. The Ministry of Commerce, together with other ministries and commissions, decided that the commencement ceremonies for the 2021 “National Consumption Promotion Month” and the second “Double Fifth Shopping Festival” be held jointly so that the latter can effectively improve and expand its influence in the Chinese consumption market.

“Demonstration Area Double Fifth Shopping Festival” as launched at Showay is a major bright spot in “Yangtze River Delta Integration Sector” as set up for the first time in “Double Fifth Shopping Festival”. The demonstration area covers two districts (Qingpu District of Shanghai and Wujiang District of Suzhou) and a county (Jiashan County of Jiaxing); and the festival integrates “business, tourism, culture, recreation, and entertainment”, throwing a lavish eco & green party in the Yangtze River Delta.

Unique Location for Building Cultural/Commercial Integrated Platform

Located in Hongqiao New District, Showay neighbors NECC (Shanghai), thus having a unique location advantage in the integrated development of the Yangtze River Delta. During its deployment, the project incorporated five major forms of business, namely innovative outlets, new form of business neighborhood, super 5A office building, super five-star luxury hotel, and Broadway Theater group. It is a cultural/commercial integrated platform of 1.4 million square meters and fully takes advantage of the “spillover” effect from the “6 + 365” China International Import Expo, growing into a new urban landmark of Shanghai.

Brands Debut, Pacesetting All-new Experience in Hongqiao New District

The debut of brands coincided with the “Global Launch Season” theme of this year’s Double Fifth Shopping Festival. Since March, many first outlets in Qingpu and even Shanghai scrambled to move into Showay. They included the world-renowned Galeries Lafayette from France and with a history of over 120 years; Shiatzy Chen, a new Chinese brand; La Perla, an Italian luxury lingerie brand; Christofle, a “Silverware Magician” brand from France; BCBG Max Azria, a designer brand from the U.S.; INNIU, an Italian fashion brand; Aurora, an exquisite ornament store from Japan; Kangol, a headwear brand from the UK. Besides, there are a concentration of familiar brands such as Y-3, a sports and fashion brand created by Johji Yamamoto himself; Daniel Hechter, a renowned brand from France; Arena, a famous swimwear brand; Champion, an American leisure brand.

In the near future, other brands will join in, including GF FERRE, See by Chloe, Pizza Hut, Manner Coffee, and KFC. In the theme neighborhood, “Showay Food Market”, “Showay Dessert Street”, and “Showay Gold Street” are all on their way to provide consumers with a one-stop shopping experience.

Culture Debuts: Water-screen Sculpture “Launch over the Cloud”

Tireless pursuit of art is the characteristics of the first “Showay” project.

At the opening ceremony, “Showay” and famous European artist Sabine Marcelis launched a water-screen art sculpture, a work with their joint signature, over the cloud. “Showay” would be further focused on growing into a “Global New Artwork Launch Demonstration Area” and into a landmark business circle in the Hongqiao international opening hub and even in the Yangtze River Delta.

In the future, “Showay” will continue to cooperate with Sabine Marcelis and execute a training plan for young artists, providing these rising talents with opportunities of exchanging with international artists.

What was particularly attractive onsite was a theme event “Everyone is an artist” as a tribute to famous German artist Joseph Beuys. Every guest wore a “Showay blue” top hat – a sight for sore eyes at the opening ceremony. In addition, there was the “Venetian Mask Man” parade, creating such little surprises as an encounter.

Green Consumption: Creating Eco-civilization Demonstration Project

At Showay, eco and green is present at every stage of the project implementation; energy efficiency and environmental protection are seen in detail in the major forms of business. Showay fully uses new energy, perfects its surrounding public facilities, and advocates for consumers traveling in a green way …. In newer environmental protection mode, Showay brings consumers a high-quality “green consumption” experience. As a one-stop shopping destination, Showay is known for its easy access to the transportation network and perfect service facilities; by reducing the trip time for consumers and the combined use of transit means, it answers the call from the government for integrated green consumption in the Yangtze River Delta.