Visitors entering Westlake 66, the newly opened mixed-use complex in the bustling Wulin central business area of Hangzhou, Zhejiang province, might be surprised to find that luxury brands are not front and center.

Instead, the first floor is mainly dominated by lifestyle and experiential retailers, including collective toy companies Pop Mart and Jellycat, as well as the folding bicycle brand Brompton. The second floor features sports and outdoor labels alongside e-commerce brands founded by online influencers, reflecting a shift in consumer preferences toward experiences rather than prestige alone.

The 390,200-square-meter project, developed by Hang Lung Properties Ltd, is the company's 11th venture in the Chinese mainland. Known for managing luxury shopping malls in cities such as Shanghai and Wuxi, Jiangsu province, Hang Lung is taking a different approach in Hangzhou — integrating commerce, culture and community to establish Westlake 66 as both a commercial hub and a social destination.

"Modern consumers don't just want to shop — they seek diverse scenarios, from coffee breaks and dining experiences to social interaction," said Derek Pang, Hang Lung's senior director of Chinese mainland business operation, during an interview. "We are building a platform where locals, tourists and different community groups can interact — whether cycling from West Lake or exploring the city's newly renovated shops."