The recently concluded global fashion weeks once again showcased the boundless creativity and vitality of the fashion industry. From the debut shows of newly appointed creative directors at heavyweight brands like Dior and Chanel drawing widespread attention, to Prada’s deconstruction of everyday dress codes and Miu Miu’s tribute to working women through “apron” styling, major brands delivered one spectacular moment after another. Yet beyond these diverse creative expressions, a common trend is becoming increasingly clear: fashion is shifting its focus from dictating styles to empowering individuals. Brands are placing greater emphasis on the connection between clothing and the wearers’ personal experiences and real-life scenarios, highlighting craftsmanship and quality that can be tangibly felt.
As these dazzling spectacles return to the everyday, a more essential question emerges: how can fashion and commerce build deeper connections with the real lives of individuals?
Chengdu Taikoo Li’s recent release of its new themed brand visual campaign, My Point of View, offers us a case study. Expressed through photography and co-created by photographers Xiao Quan and Shengsheng, the project avoids grand narratives and conventional fashion editorials. Instead, it turns its lens toward the people who walk through and live within this space.
Through Chengdu Taikoo Li’s latest exploration in brand visual language, Luxe.CO observes that leading commercial properties are deepening their industry reflections, revealing three distinct trends:
- From one-way output to two-way co-creation: As cultural content becomes increasingly homogeneous, the perspective of storytelling—and who is telling the story—has become critical to building brand distinctiveness and emotional resonance.
- From physical space to spiritual realm: Commercial properties, as part of a city’s public infrastructure, are being redefined with deeper meaning—as spaces that host and inspire individual stories, embodying a “spirit of place.”
- From traffic competition to mindshare: In a stock-driven market, the key to commercial success lies in a people-centric mindset and a long-term strategy that transcends short-term cycles.
My Point of View is a creative manifestation of Chengdu Taikoo Li’s deeper brand introspection. It not only continues and elevates the concept of people-centered storytelling but also represents a proactive, forward-thinking narrative evolution as commercial real estate brands adapt to shifting consumer mindsets.
Two Generations of Photographers Capture Vivid Individuals Within the Space
According to official information, the core of My Point of View lies in encouraging individuals to interpret and express their relationship with the space from their own perspectives. To bring this concept to life, Chengdu Taikoo Li enlisted two distinct photographers, Xiao Quan and Shengsheng, whose lenses convey contrasting yet complementary visual styles: one profound and poetic, the other vibrant and energetic. Together, they portray the “people” of this space.
Xiao Quan: Poetic “Slow Living” Through the Lens
As a landmark figure in contemporary Chinese photography, Xiao Quan continues his signature humanistic perspective with black-and-white digital works that are rich in narrative tension.
His lens captures the tranquil and grounded side of Chengdu Taikoo Li. For example, a group of friends gathers by the window at Song Sichuan Cuisine, with the ancient flying eaves of Daci Temple forming a backdrop, creating a dialogue between modern social interaction and historical context. In the tranquil courtyard of Mi Xun Spa, minimalist composition evokes Eastern Zen aesthetics, lending deeper philosophical meaning to Chengdu’s renowned “nap culture.”
Through his imagery, Xiao Quan imbues Chengdu Taikoo Li with a sense of time and depth, restoring “slow living” as a tangible, wise lifestyle aesthetic that coexists with the city’s historical fabric.
Shengsheng: Dynamic “Fast Fun” in Motion
On the other hand, Shengsheng, a young photographer who had just turned ten when shooting for Chengdu Taikoo Li, brings a vivid sense of contemporary awareness through her unique use of color film.
In front of the artistic display at LOEWE’s Chengdu Residence, subjects interact with bamboo-patterned installations, where Eastern sensibility meets modern design. By the iconic “Crossing” sculpture, the image of a young person leaping mid-air sharply contrasts with the still onlookers in the background, generating a strong visual impact.
Xiao Quan’s “slow” and Shengsheng’s “fast,” black-and-white and color, classic humanism and contemporary trends—together form a cross-generational visual dialogue. The montage-style “left-right juxtaposition” in the images allows for open interpretation: when viewers project their own emotions and experiences onto these paired images, the body of work truly comes alive through a hundred unique readings.
This forward-thinking experiment hands over the “possibility of completion” to the public, showcasing Chengdu Taikoo Li’s openness and inclusivity. More importantly, it clearly reflects its people-centered philosophy—making every visitor a co-creator of the story.
How Chengdu Taikoo Li Understands the Essence of Commercial Spaces: A Dialogue in Continuous Deepening
If the storytelling approach of “co-creation” represents a methodology, then placing “people” at the center of the narrative reflects Chengdu Taikoo Li’s ongoing exploration into the essence of commercial spaces—elevating the physical space into a “spiritual field” that hosts individual stories.
This is not a one-off creative expression, but rather the natural outcome of a long-term strategic vision. Since its inception, Chengdu Taikoo Li has upheld people-centricity and an original spirit as its core values. These strategies were forward-thinking at the project’s launch and have become even more valuable in today’s social context.
Its open-air alleyway layout, adjacent to the millennium-old Daci Temple, has shaped a unique “temple-market symbiosis.” The preservation of six historic courtyards and buildings, as well as the installation of 21 pieces of public art, laid the cultural and artistic foundation for the project from the very beginning.
These physical foundations, combined with the continuous place-making efforts of its operations and management team—such as the original “Fast Li, Slow Li” retail concept and the ongoing interpretation of “Fast Fun, Slow Living”—have allowed Chengdu Taikoo Li to organically integrate modern commerce with traditional culture and the local Chengdu lifestyle. The result is an irreplicable, emotionally resonant urban public space that goes beyond the physical attributes of a conventional shopping center, embodying a distinctive “spirit of place.”
From the limited-time Your Moments 10th anniversary exhibition to the latest My Point of View visual campaign, Chengdu Taikoo Li’s dual creative initiatives during its ten-year milestone have deepened and focused the ongoing dialogue between placemaking and individual experience. The narrative perspective, rooted in a sustained sense of place, now places greater emphasis on the micro-stories of individual lives. This reflects a deepened understanding of the commercial complex as a tolerant and open urban public space.
As Molly Wu, General Manager of Retail, Chinese Mainland at Swire Properties and General Manager of Chengdu Taikoo Li, said, “Since its inception, Chengdu Taikoo Li has remained committed to people-centric principles and an original spirit, integrating local culture into the creation of retail and lifestyle experiences. At the core of these experiences are people—each visitor’s encounter and perception has been key to our continued renewal and growth over the past ten years. In the future, Chengdu Taikoo Li will continue to explore innovative ways to merge culture and commerce, creating emotional resonance and delight that go beyond consumption itself.”
This sustained practice of operational philosophy has driven the evolution of the commercial complex’s role. No longer confined to being a traditional landlord or property manager, Chengdu Taikoo Li actively positions itself as both placemaker and content creator, co-authoring the narrative of the space. The shopping center has thus transformed from a mere transactional site into a cultural destination capable of sparking emotional connection and preserving personal memory.
The Warmth of Commerce: Seeing the Value of Long-Termism Through Human Stories
Focusing the commercial narrative on the value of people is not an empty slogan—it requires sustained investment and steady operations as its foundation. Especially in today’s market environment, consumers’ mental models are undergoing profound changes.
McKinsey’s latest report China Consumer Report: New Normal indicates that following a period of wavering confidence, consumers are becoming more stable. Their consumption mindset has shifted, placing more emphasis on personal achievement and preferring products and services that enhance quality of life, bring joy, and deliver a sense of personal fulfillment.
Chengdu Taikoo Li’s launch of My Point of View is a clear, proactive response to this shift in consumer psychology. This unwavering people-focused storytelling approach is a key strategy for leading commercial spaces seeking to secure mindshare amid intensifying competition in a stock-based market.
This strategic perseverance is deeply rooted in its decade-long commitment to a people-first philosophy and the stable operational results it has yielded. According to Swire Properties’ 2025 interim report, Chengdu Taikoo Li’s retail sales increased by 31% compared to the same period before the pandemic in 2019. This strong, cycle-defying performance underscores the market’s recognition of its long-term value. It is this people-driven long-termism, reinforced by stable fundamentals and positive market feedback, that allows Chengdu Taikoo Li to continuously deepen its humanistic care and community engagement—creating a virtuous cycle where commercial value and humanistic ideals reinforce each other.
This is further affirmed by Tim Blackburn, Chief Executive of Swire Properties, who observed in the 2025 interim report: “There is growing demand for high-quality retail space. Fashion, lifestyle, leisure, and sports brands are particularly keen to expand their store footprint and offer customers differentiated experiences and unique retail concepts.”
This clearly indicates that consumer demand is shifting toward experiential and personalized offerings. Chengdu Taikoo Li’s longstanding commitment to a people-centric operational philosophy is precisely aligned with this market pulse.
In fact, since 2022, Chengdu Taikoo Li has undergone two phases of strategic adjustments and optimizations to upgrade the project’s brand and experience comprehensively. By the end of 2025, nearly 280 brand updates will have been completed, including the introduction of over 100 first-store entries. This is not just a commercial format renewal, but also strong evidence of its ability to maintain character consistency while driving continuous innovation.
For example, the successive openings of high-profile stores such as the new Rolex boutique, the Tiffany & Co. flagship store, China’s first flagship store for On, the national flagship store for GOLDEN GOOSE, and the recently opened Audemars Piguet boutique—all speak to the site’s premium retail appeal. On the dining front, the introduction of high-end, large-scale culinary brands such as Song Sichuan Cuisine’s first location in Southwest China, Fu Rong Chuan from Chaimen Group, and the first Southwest location of 0566 COFFEE, further solidifies Chengdu Taikoo Li’s position as a market leader. More importantly, these brands’ respect for local culture and human experience—reflected in space design and innovative business models—resonates with Chengdu Taikoo Li’s people-first ethos, collectively shaping a “warm” commercial atmosphere.
Beyond the physical stores themselves, many brands also invest effort into designing their storefront hoardings prior to opening, contributing to the sense of anticipation and buzz around the “Chengdu Taikoo Li store.” This shows how much brands value their presence in this location. For example, HERMÈS is currently undergoing a major upgrade and has enclosed its standalone store with an oversized hoarding in the brand’s signature orange, sparking curiosity and excitement about what’s to come. SALOMON has used laser lighting to create a futuristic, cosmic-inspired façade, while ASICS previously transformed its site hoarding into a sneaker-box-themed piece of street art.
The My Point of View visual works capture precisely those moments of authentic expression and emotional resonance that people experience in these thoughtfully curated spaces and scenes.
Luxe.CO Commentary
Amid the global wave of the “experience economy,” the profound shift in consumer mindset is propelling commercial real estate to evolve from the traditional “attention economy” toward a deeper “mindshare economy.” Luxury retail is no longer merely a point of sale—it is transforming into a multidimensional space that blends culture, art, and social interaction. Against this backdrop, Chengdu, thanks to its distinctive consumer atmosphere and nationwide influence, has long outgrown its early role as a “test ground,” emerging as a proven originator of innovative commercial models.
Within this ecosystem, Chengdu Taikoo Li stands out as a clear-headed long-termist. My Point of View is a tangible expression of this philosophy—a kind of open invitation, welcoming everyone who enters the space to shift from being a consumer to becoming a co-creator of stories. Through it, we see a symbiotic relationship between people and place.
After a decade of cultivation, Chengdu Taikoo Li has come to deeply understand that the true competitive moat is not fleeting buzz. Still, the steadfast commitment to a people-centered philosophy elevates commercial spaces into emotional arenas that spark resonance and preserve individual memory. This brand of long-termism that transcends economic cycles ultimately matures into an emotional asset with consumers. This irreplaceable bond forms the most resilient foundation of value and core competitiveness in the era of stock-driven development.
| Image Credit: Courtesy of Chengdu Taikoo Li, Chengdu City CDC, Luxe.CO photography, official brand social media accounts
| Editor: Elisa
