Shanghai – X11, a retail concept that boasts the largest toy collection in China, aims to attract a new demographic of Generation Z parents. The space, set over two floors, exhibits toys from around the world in a similar vein to artworks, using photogenic backdrops in order to tap into this generation’s passion for documenting retail spaces on social media.
By tapping into the region’s long-standing experiential retail trend and marketing this towards a new generation of parents, X11 is using maximalist design to elevate the traditional toy shop. With the store, BloomDesign, the architects behind the project, aim to promote discovery, playfulness and exploration – values that complement the toy market and appeal to a youthful Chinese demographic who are keen to shop for home-grown brands.
With newly imposed policies allowing parents in China to have three children for the first time in 42 years, X11 is well positioned to capture the burgeoning market of Gen Z parents. With the shop appealing to both children and adult collectors, it represents a shift in China’s Emerging Youth Market, as consumers who were once considered youth become parents themselves.
All eyes are on China as it relaxes its strict family policies. Companies should adopt retail concepts associated with creative Gen Zs to reach this new lucrative market of young Chinese parents