Page 24 - July 2021

CoVeR stoRY - aeDas

Redefining Retail
R edefining R etail

Creating Experiences
C r eating E xperiences

Aedas is one of the world’s leading architectural and design practices and enjoys a strong
presence in Asia’s retail and commercial sector, particularly in China. Here, RLI sits down
with Christine Lam, Global Design Principal of Aedas and Design Director for Novotown
to discuss the current trends in the retail industry and how the Novotown project in Zhuhai
is coming along.

he world-renowned firm Aedas is home to 1,200 the digital side, a general consensus remains that it will always miss
creative minds in design studios all around the an element of what makes physical, in-person shopping so unique.
globe. Sought out for design solutions for today’s Modern ‘shopping’ is evolving and Christine explains that these areas
Tmuch challenged retail world, Aedas concluded that need to become 24/7 spaces and include other activations aside from
retail malls must graduate from being “machines for selling” and the traditional store.
function more as sophisticated cultural and social centres for the This inclusion of flexible activation spaces and modern shopping
future communities. trends is just one of the reasons the Novotown scheme in Zhuhai,
“Last year was definitely a challenging year because of the pandemic China stands out from the crowd.
and the lockdown and quarantine measures it brought,” explains Situated where the Pearl River Delta and South China Sea intersect,
Christine Lam, Global Design Principal and Design Director for Hengqin Island is positioned in a natural landscape of tropical forests,
the Novotown project. “It has had a huge impact on physical retail; green hills, natural springs and blue coastlines. Roughly three times
however we have seen a boom in the e-commerce market in the last the size of Macau, the island is the largest among the 146 islands
six months, particularly in China.” of Zhuhai and is designated as the Hengqin New Area Special
Lam goes on to explain that what Covid-19 has done is present an Economic District.
opportunity to take a breath and for the company to rethink what Set in the Cultural District of Hengqin Island, the brief given to
they could and should do for shopping malls and retail and what Aedas for Phase 2 of the Novotown project by its client Lai Fung
they can provide for people. “I think a new definition for shopping Holdings Limited called for a unique world-class mixed-use project
is needed as today shopping includes social interaction, whether that comprising of diverse components including retail, office, sports
is meeting family members, having a group of friends gather, or even and cultural facilities such as the exclusive and innovative themed
going out on a date, it is a part of our culture.” pavilions of Real Madrid World, an automobile experience centre and
While the new shopping experience leans more heavily towards a Novotown Clubhouse.

24 Retail & leisuRe inteRnational JulY 2021