Amid China’s challenging property market, Chengdu Wide Horizon’s Luxe Lakes in southern Chengdu has stood out as a rare success story. Each year more than ten million people are drawn to its ecological design and lakeside lifestyle, which blends luxury residences, innovative retail and a thriving community. Close-by lies Luxetown, also developed by Chengdu Wide Horizon in 2012.
With its distinctive European architectural style, Luxetown quickly became a local landmark and a favourite backdrop for photographers. Its residents enjoy a rich cultural life, from continuous arts programmes to inclusive community events that nurture belonging.
Yet as the novelty of European-style villages in China has waned, Luxetown struggled to sustain commercial vitality and attract new audiences.
To re-energise the town, Chengdu Wide Horizon partnered with JWDK to reposition and rebrand Luxetown — restoring its buzz, attracting high-quality retail tenants and connecting with a new generation of culturally curious visitors.
The art of living
In re-examining the European villages that inspired Luxetown, JWDK found that their enduring charm lies not only in architecture and streetscapes, but in a mindset: the embrace of elegance in daily life, the appreciation of authenticity and self-expression, and the pursuit of quality.
©LUXETOWN
From this came the brand slogan “L’Art de Vivre” (the art of living) a philosophy that Luxetown has now made its own.
A spirit owned by everyone
With more than 200 resident-led clubs, Luxetown is defined by its community spirit. L’Art de Vivre has become a shared mantra, inspiring locals to take pride in a place where artistry and everyday life merge.
The refreshed brand identity reflects classic European motifs while introducing a versatile monogram that adapts across retail, lifestyle and cultural contexts. From refined homes to cherished rituals and lively gatherings, Luxetown celebrates life as a work of art, where every moment is crafted with intention and beauty.
A destination reborn
Since its relaunch in 2024, Luxetown has evolved into a true international arts and culture destination
With flagship retail openings, over a hundred cultural events including exhibitions by A4 Art Museum and the Luxe Book Fair, and seasonal festivals that animate its streets, Luxetown has strengthened its atmosphere of creativity and community.Pet-friendly initiatives and diverse lifestyle offerings have further broadened its appeal, establishing Luxetown as a benchmark for high-quality living and cultural engagement.
©LUXETOWN
©A4 Museum
