FOODIE SOCIAL by XINTIANDI is an immersive food social platform by XINTIANDI GROUP, aiming to provide more innovative and featured food and experience for young trendy consumers, and establish the most original incubation platform for new catering brands and products. FOODIE SOCIAL 2.0 is located in the 5,000-square- meter atrium on the 5th floor underneath a 25m-height skylight in the Hall of the Sun. It is a sky village filled with food, seatings, sunlight and green, a total outdoor experience one would ever imagine in the city center of Shanghai. Its unique spatial expression makes it stand out from the rest of the mall yet sits comfortably in- between.
Responding to the five design briefs put forward by the FOODIE SOCIAL team - a super sky garden, outdoor open markets, diversity in scenarios, flexible and efficient lease space, and themed zones - NOTA proposed the concept of “Mini Village”.
It is a highly cohesive attempt in terms of spatial condition, branding strategy, and architectural design. A large atrium space with a natural and outdoor atmosphere offers a precious cozy experience in the middle of the hybrid dense urban environment. It has subverted the traditional food court model from the branding strategy and operation perspective, emphasizing social attributes and humanistic values. It is hoped that this "Mini Village”design will evoke the collective memories of nature and food, and promote the consciousness of sustainable living with nature.
