Recently, Emperor Group Centre, located in the core Yong'an Li CBD area along Beijing's Chang'an Avenue, successfully concluded a month-long Food Carnival theme event. As the saying goes, "Food is the paramount necessity of the people." Using food as a link, this event deeply integrated trendy entertainment, consumption, and social interaction, presenting tenants and consumers from the surrounding community with a trendy feast combining taste, vision, and interactive experiences. The event not only significantly increased foot traffic and sales for participating merchants but also introduced a new paradigm for commercial operations for “Six-Star Super Grade-A” buildings through interactive trendy blind box activities.

Emperor Group Centre Successfully Hosts Food Carnival

Cross-boundary Integration Creates Immersive Consumer Experience as In-Building Catering Brands Shine

As a landmark building in the Yong'an Li CBD, Emperor Group Centre collaborated with multiple high-quality merchants within the building to create a multi-dimensional consumption matrix combining dining, entertainment, and trendy fun. Chef Lab, the offline experience centre founded by world's first Friend of Michelin Nicholas Tse, featured its Vitality Concentrated Coffee freeze-dried instant coffee, developed in partnership with the Xinhua News Agency's key project, Xinhua Premium Products, contributing to rural revitalization efforts. Leveraging its industry strengths, Emperor Cinemas attracted numerous local and international film fans by offering derivative merchandise from popular movies. Furthermore, interactive elements like fun check-in points and lucky draws for spending over a certain amount helped boost merchant turnover and enriched the consumer experience. During the event, the average revenue for F&B merchants increased, with one merchant reporting monthly revenue exceeding RMB 1.8 million, demonstrating the positive impact of the Carnival on community consumption.

Emperor Group Centre Pioneers New Commercial Operation Model for “Six-Star Super Grade-A Building”

Dual Empowerment of 'First-Store' Economy and Community-Focused Operations Drives Neighborhood Commercial Vitality

Emperor Group Centre fully leveraged its aggregation effect for 'first-store' brands, meeting diverse consumer demands through a differentiated brand mix. Besides star tenants like Chef Nic Lab, emerging coffee brand M Stand, high-end restaurants like Da Dong, and premium seafood restaurant Qian Xi also achieved both brand exposure and member conversion through the event. Notably, moving beyond traditional mall promotions centered around gift redemptions, this event relied on carefully designed, enjoyable check-in experiences to stimulate users' voluntary sharing and dissemination on social media. This approach helped amplify brand influence beyond core circles and shaped Emperor Group Centre's youthful, fashionable brand image.

Emperor Group Centre's Food Carnival Attracts Numerous Consumers for Check-ins

Focusing on Long-Termism: Building an Ecosystem from Single Events to Enduring IPs

Although the event has concluded, its brand impact continues to grow. Emperor Group Centre regularly hosts diverse and rich activities, such as its seven-year consecutive official partnership with the Beijing International Film Festival (BJIFF), screening nominated films and pioneering "Special Events in Commercial District " featuring meetings with film creators to bridge the gap between cinema and the public. Simultaneously, actively responding to national green development initiatives and guided by ESG principles, the centre organized an Earth Day theme event titled "Green Actions, Rewarding a Zero-Carbon Future" to practice sustainable development. Emperor Group Centre aims to raise awareness about global warming and protect our shared planet by curating various thematic activities.

Emperor Group Centre Encourages Tenants and Consumers to Focus on Environmental Protection

Innovative Practice in Building Economy: Emperor Group Centre Forges Ahead

Against the backdrop of consumption upgrading and urban renewal, Emperor Group Centre has successfully demonstrated the feasibility of the "Office + Trendy Entertainment" model through the Food Carnival. By reconfiguring space, integrating formats, and operating communities, the project has not only enhanced its commercial value but also become a benchmark case for stimulating domestic demand in urban core areas. As subsequent event plans are gradually implemented, this innovative practice may offer more insights for the sustainable development of Super Grade-A buildings.