Deji Cultural Complex: A New Era in Retail Design

Masato Kure and Masashi Ota Redefine Shopping Experience with Innovative Design

The Deji Cultural Complex is a new type of entertainment venue that offers a blend of cultural arts complex and commercial facility on its top 7300m2 floor. The design is unique in its sophisticated yet inviting ambiance, achieved by eliminating walls between each area. This innovative approach gives customers a preview of the space before entering, creating a seamless transition between the inside and outside. The design reflects the culture, people, and the city of Nanjing, making a visit to the complex an integral part of the local lifestyle.

The design's realization is marked by two main ideas: water and rods. Large water basins replace walls at the entrance, while countless white rods hang from the ceiling instead of solid walls. This innovative approach to design and architecture creates a sense of openness and freedom, enhancing the overall customer experience.

The complex houses six extensive facilities, including an art museum, a museum, a bookstore, shops, and a café. The integration of commercial and cultural facilities not only elevates the brand value of the mall but also provides visitors with the opportunity to experience art and culture, even if their primary intention was shopping.

The project, which started in January 2021 and was completed in February 2022, faced the challenge of a significant drop in demand for physical stores due to the pandemic. However, the design team believed that the joy of physical shopping could be revived by providing a unique and immersive experience that online shopping could not offer.

The Deji Cultural Complex has received the prestigious Platinum A' Interior Space, Retail and Exhibition Design Award in 2023, recognizing its world-class, exceptional, and highly innovative design. The award acknowledges designs that showcase unmatched professionalism, contribute to societal wellbeing, and advance the boundaries of art, science, design, and technology.

The design of the Deji Cultural Complex is a testament to the power of innovative design in transforming the retail experience. It offers a unique blend of culture and commerce, providing visitors with an immersive and enriching experience that goes beyond mere shopping. It is a shining example of how design can elevate everyday experiences and contribute to the wellbeing of society.