The intersection of art and commerce has marked a sign of booming development in the era of China’s new consumption upgrade. Meanwhile, Millennials who are chasing in trends and newness, have become the main consumers. They are forming a personalized and diversified consumption mode. Chongqing-based Dowell Commercial Real Estate has precisely tapped into the industry trend and launched the first curated retail project — The Oval in southwest China. Based on its own art resources, The Oval delivers the perfect place for the co-existence of art and commerce. It hopes to have influence on the lifestyles of the city by artists collaboration, art displays, art derivatives and these unique living facilities.
Poetic and aesthetic space design, art lights up the city
Art blends rich elements to commercial spaces, and commerce also shows the best of art to the public. The Oval makes the most of “Art Space Hunter”, a curation team set up by the Essence Contemporary Art Museum. Besides,“iArt”, a platform for young artists to practices with a global perspective by which it has selected more than ten domestic and foreign renowned artists to design different themed art spaces. These themed art spaces include“Pioneer Landfall Island”, “Fashion Gravitational Field”, “Designer Toy Ridge”, “Delicacy Space Capsule” and “Fresh Photosynthesis Camp”. They will present featured art installations and cyberpunk style scenes. For a moment, visitors may be confused to distinguish between reality and virtuality .
The Oval also brings in OR, a multidimensional space. It includes fashion exhibition OR Gallery, and independent designer brand outlet OR Atelier. While helping art bring out its commercial value, OR also connects art with commercial spaces and consumer behavior. In the future, there will be more interesting art formats, such as art IP, art peripherals products and cafes.
The Oval uses its brand influence to spread its artistic concept to Chongqing. well-deigned and creative pop-up stores are an unique sight to behold in Chongqing. The energy supply stations of the Chongqing Women’s Marathon and Chongqing Marathon provide spiritual encouragement to the runners. The Oval Art Metro painted with colorful graffiti brings the artistic atmosphere to every corner in Chongqing. “Online exhibition”allow visitors to feel the unique charm of The Oval. No matter where you are, you can always feel the artistic atmosphere of The Oval!
Improving urban ecology, reshaping people’s lifestyles
In fact, art directly reflects people’s life attitudes. Through social activities between people, art exists in everyone’s daily life. By introducing a variety of living facilities, The Oval will meet people’s needs for shopping, sports, and social interaction. The resident nearby can exercise more conveniently, so as to improve the quality of life. Besides, running track and walking path are built to fulfill daily exercise needs of the youngsters. More than that, how to enhance the vitality of The Oval? The largest graffiti skate park in Chongqing is built for extreme sports enthusiasts, along with Kylin Shooting Club, indoor extreme sports playground Jump 360 and Chenxing Bowling Alley,etc. The Oval also considers what family need by introducing a well-designed inclusive children playground. It is the ideal location for parent-child interaction and science education.
The Oval generates the concept of “Enjoy Life” to Chongqing through a life aesthetic space with creative content, artistic temperament and aesthetic atmosphere and a flourishing life format. While The Oval exports interesting values and lifestyles, it also grows together with Chongqing.