Since the 1980s, the small city of Yiwu has grown into the world’s “capital of small commodities,” exporting everything from Christmas decorations and flags to keyrings and even garden gnomes. Yet despite this global reputation, Yiwu (still a third-tier city), long lacked high-quality options for entertainment, shopping and social life.
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To address this, China Resources Land Limited launched Yiwu Place, a modern street-level retail precinct in the bustling Xiuhu business district. Working with JWDK, they set out to create a brand and positioning that would resonate with a younger generation while staying rooted in the city’s trading heritage.
Where moments exchange
JWDK’s research uncovered Yiwu’s unique origin story. In earlier times, villagers without natural resources survived by trading what little they had, chicken feathers for sugar, from neighbouring towns. This simple exchange laid the foundation for Yiwu’s enduring trading culture.
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Reinterpreted for today, “exchange” came to mean more than commerce, it represents the sharing of ideas, energy and experiences. Our positioning slogan, Where Moments Exchange, captures both the spirit of the past and the vitality of the present.
Walking through heritage
To weave cultural stories into the environment, JWDK drew on local symbols such as the Octagonal Well, centuries of “knocking sugar” tradition and the daily vibrancy of Yiwu’s trading markets. These narratives shaped the naming of squares, markets and streets, acting as living bridges between history and modern life.
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JWDK also helped shape the ambience of the district, defining the roles of each space and introducing a vitality index across six zones and ten “moments” — including a “time portal” entrance, a “pop-up runway” on the main street and “moments of celebration” at the central plaza.
From roofline to brand-line
The bilingual logotype takes inspiration from the site’s distinctive eaves and arches, echoing Yiwu’s architectural character. A sub-brand for The Market further strengthens the precinct’s identity as the beating heart of trade and culture.
Six theme moments, one destination
WDK conceptualised six thematic experiences for Yiwu Place to help activate energy with humanistic connection and warmth.
The moment of celebration©义乌天地
The moment of inspiration
The moment of roam©义乌天地
The moment fad©森蓝SLAN
The moment breeze
A new landmark for a new generation
As CR Land’s first non-standard commercial project in East China, Yiwu Place has quickly become a popular destination. By blending local culture with global sensibilities through carefully curated spaces and artistic installations, it has emerged as a new urban landmark — sparking imagination and redefining lifestyle possibilities for Yiwu’s next generation.
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