THE CULTURAL VISIONARIES
THE DRIVE TO REDEFINE THE MEANING OF URBAN STRUCTURES IN A DISTRICT OF SHANGHAI. A DEVELOPER’S VISION OF THE FUTURE OF THE CITY;HIS WILL TO COLLABORATE ON A PROJECT TO BETTER THE QUALITY OF CITY LIFE

the client was developing a real estate project that was merging residential, retail and hospitality areas: multicultural, multifunctional, a 'village of the future'.
the location was a neglected gem of the past: peripheral to more traditional retail areas, cultural zones and established residential compounds defined it, while large university campuses and creative districts adjoined it.

the goal was to translate current assets and realities into a sharply differentiated strategic positioning.

the project - including a museum of design - would integrate cultural and service activities by offering a new urban space and a retail vision proposals that could revisit the usual commercial elements. to reach this results, we identified and engaged partner of global standing, and executives at the topmost level of individual quality to work with us at the project implementation.

we modelled different scenarios, exploring possibilities and options to build a team that could help us translate the vision into a valuable concept. we formed a group of international cultural operators: a museum, a university and two star architects partnering with them to develop the idea and transform its conceptualization into executable reality.

in a word, we acted as 'producers', retail consultants, and, with our team colleagues and the client leadership circle , formed an advisory council responsible for concept development, aiming to define the area’s strategic positioning and create implementation scenarios offering innovative tenant, services proposals and social engagement opportunities. quality of space for a better life became the concept that could integrate the client’s vision, the area development, the local human capital, and the city’s zeitgeist.

the concept and strategic work conducted by praxis – jointly with advisory council – were, for the client, a basis for this project, of a sophistication to inform and shape the approach to his development of other properties across the country.


project management | new concept development | business data analytics | business planning | operational modeling | omnichannel requirements review | tactical process alignment | partners & talent scouting | distribution analysis & mapping | operational branding | retail and brand identity implementation | project production | advisory

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