Shanghai Gemdale ·Oopcity

No. 188 Guiping Road, Xuhui District, Shanghai

On December 25, Shanghai Gemdale·Oopcity, a project of urban renewal jointly developed by Gemdale Properties and Investment and WINS Investment, was launched with surprises. As a project of community commerce with a total volume of about 20,000 square meters, it achieved a 99% investment rate and a 98% brand launch rate, with a customer flow of over 100,000 people, a turnover of over RMB 2.7 million and a square-meter efficiency of RMB 2,297 /㎡three days after its launch.

Mr. Yan Bo, Vice-governor of Xuhui District, leaders of Xuhui District Government and Kangjian Sub-district, Mr. Liu Yanping, Senior Vice-president of Gemdale Properties and Investment and General Manager of Commercial Development Company, Mr. Song Youyou, Vice-president of Gemdale Properties and Investment and General Manager of Commercial Management Company, and Mr. Zhang Chi, Assistant President of Gemdale Properties and Investment and General Manager of East China Business, attended the opening ceremony and cut the ribbon for the project, and partners, media guests and Shanghai citizens witnessed the exciting moment when the life of “joy” began.

As a professional institution of real estate investment under Gemdale Corporation, WINS Investment has been making innovative explorations in the field of urban renewal in recent years, and is also trying to adapt to the changes in the market demand for assets. It hopes to create a new community business center full of surprises through the project of Gemdale·Oopcity with supporting service facilities of humanistic care, rich brand portfolio and high-quality operation ability, thus bringing new vitality to community life and contribute to the urban renewal of Xuhui District and Shanghai

17 Months of Upgrading

Renewing the “one-kilometer living circle” of the city

Gemdale ·Oopcity is located in the core area of Kangjian Sub-district, Xuhui District, in a mature residential area surrounded by high-quality educational resources for all ages, and in a livable and vibrant community environment.

In 2019, Gemdale Properties and Investment and WINS Investment joined hands to upgrade this 15-year-old community-based commercial complex with the concept of “creating a sophisticated community lifestyle center”. Focusing on the theme of “Joyous Life, Together”, the project team aimed to create a new form of community commerce with a sense of “surprises” that combines quality, experience and visual enjoyment, creating a new lifestyle for consumers that is “interesting, fresh and vigorous”. 

Based on 17 months of elaboration, a new commercial space, brand format and urban image are unfolded here, which will bring a healthy lifestyle with a sense of quality and experience for the surrounding customers with new services and experiences, and create a new space for the sociality of urban life and parent-child leisure and entertainment.

Dreamy return of “Cloud Factory”

To create a space of fairy tale experience

In terms of the architectural design, from its own existing pattern, Gemdale ·Oopcity tries to integrate itself with the theme of the Spanish fairy tale “Cloud Factory” to create a memorable fairy tale space by closely combining it with urban space and memory, and to meet the needs of the target customer group for a space of experience and commerce, thus creating a memorable fairy tale space and giving the surrounding environment a new look.

The design of cloud-shaped balcony and artistic revolving staircase makes customers walk through a dreamy scene full of fairy tale colors and various changes, presenting a commercial space with interactive participation and interesting creativity.

Along with the customer flow brought by the new debut and the regional vitality driven by it, Gemdale ·Oopcity will renew the atmosphere of the surrounding community-based business districts and become a “catalyst” to help upgrade the regional lifestyle and integrate into the urban renewal process.

50+ brands make a “surprise” debut

Adding to the “wonderful life”

Gemdale ·Oopcity has insight into the current trend of consumers' pursuit of “new scenes and contents”, “thematic and characteristic things” and “small and pretty things”. The number and level of brands have been upgraded in a comprehensive manner, taking consumers' feelings as the starting point. On the launch day, more than 50 high-quality and famous brands were unveiled, adding to the “wonderful life” of the community.

The project not only introduces “Fresh Hema” as the main store to fill the gap of new retail fresh-goods supermarkets in the neighborhood, but also has a “Joy Food Collection” which provides a rich selection. On the other hand, the project is complemented by well-known food and beverage brands such as Starbucks and McDonald's, as well as a series of innovative flavors with local characteristics. In terms of education, the multi-dimensional growth brands covering early childhood care, extracurricular tutoring, art education and Chinese studies courses are used to meet the educational needs of neighboring families and create the joy of parent-child growth.

During the launch activities, a number of brands jointly brought a series of creative “merry” activities, and the mall and brand stores were crowded with people, fully “triggering” the family life of the surrounding communities at the end of 2020.

“Merry” activities were staged in a variety of ways

Leading the festive climax atmosphere

In order to interpret the positioning of “parent-child paradise” and to meet the expectations and imagination of the surrounding families, Gemdale ·Oopcity launched a series of activities focusing on the story of “Cloud Factory”. Special interesting activities focusing on “cute children and cute pets” attracted the neighboring family groups with exciting contents.

At nightfall, the Christmas lights were slowly lit up along with the melodious singing of the angelic children's chorus and the Frozen drama show in the snowy wonderland ....... The pleasant atmosphere and merry activities received a warm response.

In the future, Gemdale ·Oopcity will not only launch a series of lovely and intimate forms of neighborhood interaction focused on the warmth of “neighborhood”, seeking the value overlap opportunities of wonderful life to continue to create “joy” for consumers, but also create an upgraded experiential scene of community business, injecting new vitality into urban renewal, and bringing warmth, joy and splendid imagination.

A new starting point for “merry” blooming

To create a “joyful” future again

The perfect debut of Gemdale ·Oopcity shows that the project team has never stopped exploring and innovating the future urban lifestyle with its ultimate pursuit of architectural innovation, brand leading and upgrading, and commercial atmosphere creation.

The core value-added fund, as an important segment of WINS Investment's diversified and integrated business system, focuses on community commerce with demand potential and value enhancement space, such as the project of Gemdale ·Oopcity , and extends to industrial parks, small complexes and other business formats, empowering assets and creating greater asset value through capital operation and asset management.

From the wonderful imagination of the parent-child paradise based on the fairy-tale of “Cloud Factory” to the stunning blooming today, Gemdale ·Oopcity has opened a new chapter of wonderful life. Here, the interpretation of “Joyous Life, Together!” is far from finished, and we expect it to create more “joy” in the future!

WINS INVESTMENT

As a wholly-owned subsidiary of Gemdale Corporation, WINS INVESTMENT started its exploration in the field of real estate finance in 2006, fully relying on the advantageous resources of Gemdale Corporation and the core competitiveness of WINS INVESTMENT. So far, it has become an alternative investment institution focusing on investment management in domestic and international real estate markets. In recent years, WINS Investment has devoted itself to developing a diversified and comprehensive business system centered around equity investment in residential development projects in first- and second-tier cities and strong third-tier cities, old-city renovation funds, urban renewal funds, core value-added funds and asset securitization.

Therein, the core value-added fund is an important segment of WINS Investment's diversified integrated business system. The fund is intended to acquire core commercial properties with value-added potential, including but not limited to industrial parks, office buildings, apartments, shopping centers, small and medium-sized complexes, etc., to realize property value exploration and value appreciation through property renovation and upgrading, service improvement, and building efficiency enhancement. In the future, WINS will continue to focus on more urban renewal projects with value-added capacity by its core value-added strategy to create greater value for investors and contribute to urban renovation and upgrading and economic development.