Chongqing — An open-air commercial complex in Chongqing's Liangjiang New Area is attracting niche brands and consumers with a mix of distinctive retail, cultural programming and a setting shaped by the city's mountainous landscape.

The Green Heart Commercial Complex, located in the Yuelai area, began trial operations in May. Covering 15,000 square meters, it serves as a commercial complement to Green Heart Park and the Luxi Lake ecological setting, combining retail, dining, art and public spaces.

The Green Heart Commercial Complex and A4X Art Center at LUXERIVERS were conceived by E Plus Design (E+UV) around the concept of "a boundless mountain city," integrating the surrounding terrain, public art and everyday urban life rather than following the standardized layout of a conventional mall.

A corner of the Green Heart Commercial Complex, an unconventional retail development that differs from traditional shopping malls. (Photo/Interviewee)

The approach has attracted a cluster of first stores. According to the report, six brands, including PuffFrog, have selected the complex for their first stores in Chongqing or their first offline outlets. Monthly sales per square meter have reached 4,000 yuan for food and beverage businesses and 2,000 yuan for retailers, with several operating indicators exceeding those of traditional large shopping centers.

On Aug. 8, Liu Jing drove about an hour from Jiulongpo district to try on hats at PuffFrog, a trend-focused collection brand with nearly a decade of online operations. She also planned to visit Fengran Dessert for a seasonal pear and lotus-seed sweet soup.

"There was a considerable flow of visitors over the weekend, but the whole experience, from getting around and taking photos to shopping, was very comfortable," Liu said.

The project's relatively small scale has made selective recruitment central to its strategy.

"We have to choose the best within a limited space," said Lin Chudong, assistant general manager of Chengdu Luhu Commercial Development Co., Ltd.

The project features more than 300 varieties of landscape plants and targets diverse groups, including families, younger consumers and art and culture enthusiasts, Lin said. Original design, handicrafts and independent niche brands are among its preferred tenants.

MUMO, a domestic solid-wood home and lifestyle brand, opened its first Chongqing store at the complex. Its 205-square-meter outlet recreates living room, kitchen, study and bedroom settings, using large windows to connect the interior with the surrounding landscape.

Zou Peng, a leasing manager at Green Heart, said prospective tenants are invited to experience the site and assess whether its environment and customer profile fit their brands. MUMO, PuffFrog and song'tude x ZENS subsequently chose the complex for their Chongqing or Southwest China debuts.

The operator has also introduced measures to ease the pressure of opening physical stores.

PuffFrog founder Liu Cheng said the brand had struggled to find a suitable Chongqing location before receiving an invitation from Green Heart. His cooperation with Wanhua began in Sanya, Hainan, where PuffFrog opened its first offline store.

Tenants receive a three-page "Green Heart Merchant Guide" covering practical matters such as licensing, broadband installation, employee housing and nearby services. Store managers also receive pre-opening training focused on providing a relaxed shopping experience without pressuring customers.

For the first group of tenants, Green Heart uses a flexible sales-based commission model, according to the report. The arrangement shares risks and returns between the operator and merchants, reducing pressure on niche startups and brands entering physical retail for the first time.

Cultural programming is another part of the project's strategy.

In May, Green Heart hosted a three-day handmade market, bringing together more than 80 craftspeople and independent designers from across China. It was the first Chongqing stop for the program after previous editions in Hangzhou and Beijing. The event attracted 27,066 visits and generated more than 1.84 million online exposures, according to the report.

Art exhibitions, outdoor performances and lakefront activities have also been staged at the site. A4X Art Center serves as a cultural component of the development, while its public spaces provide venues for changing events and community activities.

Recent programming included a black-and-white documentary photography exhibition by Chen Yixi at the Green Heart Bookstore and an exhibition by young artist Chen Fenwan at A4X Art Center. The City Coffee Drifting Plan is scheduled from August through October, while the Luxi Lake Floating Island Festival is planned for August.

Merchants have also continued to refresh their offerings, with song'tude recently adjusting its store layout and Fengran Dessert introducing seasonal products each month.

Rather than competing with conventional shopping centers on scale, Green Heart is building its appeal around selective retail, cultural programming and a closer connection between commerce and Chongqing’s distinctive landscape.