Suzhou Joy Breeze
Suzhou, China

Using design to target a young community

Service

Masterplanning, Architectural Design

Sector

Retail + Leisure

Client

Grandjoy Holdings Group

Size

330,000 m² (of which 170,000 m² is commercial space)

Challenge

The brand positioning of Grandjoy Holdings Group’s new Joy Breeze product line is defined as​“cosy, fashionable, relaxing, and stylish”. Suzhou Joy Breeze reflects an​“ideal Gusu lifestyle” and is targeted at the urban middle classes, specifically the young (25−45 years) and older middle-class residents in Tier 1 and Tier 2 cities. Suzhou Joy Breeze is intended to be the flagship project in the Joy Breeze product line and is anticipated to become the next commercial landmark with a significant brand identity.

Solution

With a total construction area of roughly 330,000 m², the project includes a shopping mall, commercial street, a P+R public transit hub and an independent parking building with 3,000 parking spaces. The project is recognisable for its vast public squares, diverse activities and recreational areas. These various sections are linked up by a multi-level thoroughfare that connects the under- and above-ground levels and allows users to weave through the shopping streets between the different floors. The design is aimed to integrate the variety of business and activity formats as a whole, making the north of Gusu District the ideal place to live.

The design concept drew​“joy breeze” as a source of inspiration as well as a passage from the Analects of Confucius which speaks of a former era and the feeling of fullness and joy in the springtime. In terms of layout, a circular line that runs through the interior and exterior anchors the shopping mall to the neighbourhood, providing a seamless connection between businesses and the natural transformation between spaces. During the design process, the Benoy team decorated the spatial blocks and façades with Joy City’s branding while also paying meticulous attention to the control of spatial scale to create more cohesive interfaces for visitors by using pleasant small-scale spaces, which is different from the conventional commercial big box approach. The reinterpreted pavilions, platforms, buildings, and towers provide recreational spaces and add vibrancy to the overall spatial experience.

Result

Suzhou Joy Breeze officially opened in September 2021. Suzhou Joy Breeze has attracted nearly 400 domestic and foreign premium brands, more than 40% of which are first stores or flagship stores and over 50% of which are lifestyle brands targeted at middle-class shoppers.