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TX Huaihai: A New Brick and Mortar Retail Experience for China’s Digital Youth

SHANGHAI–At a time when China’s lucrative youth consumer market is more digitally connected than ever, TX founder Dickson Szeto is betting hard on physical retail. While somewhat counterintuitive to consider at first, Szeto’s soft unveil of a new shopping complex on Huaihai Road this month–with a grand opening to follow in the spring–is what the retail developer believes is the right redesign of brick-and-mortar fit for the digital era, centered on immersive art and quickly-revolving, curated collaborations. After Shanghai, the concept is headed for six other cities over the next two years: Hong Kong, Beijing, Shenzhen, Nanjing, Chengdu, and Wuhan. The first phase of the Shanghai location, called TX: Huaihai Youth Energy Centre, opens this month and is a 25,000 square meter space– half of which is comprised of retail, while the other half of entertainment and food and beverage. At its core, are highly-curated collaborations with some of China’s and the world’s best creatives.  For example, edgy experiential agency Visionaire will open its first ever gallery space in China where it will host public art installations and auction off pieces. Innersect, the streetwear company created by Edison Chen and which now hosts an annual festival will also open up shop there. Partnerships with

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