Deji Plaza’s viral ‘luxury’ bathroom: Experiential art or retail excess?

Nanjing’s Deji Plaza mall has unveiled its latest architectural spectacle — a jazz-themed luxury bathroom that opened on January 2, marking the mall’s seventh high-end washroom installation in four years. The facility, decked out in Klein blue clashing with modern gold accents, creating what the architects, Shanghai-based X+Living, describe as “an elegant and avant-garde atmosphere,” represents another masterclass in experiential retail marketing from one of China’s most successful shopping destinations. Since launching its first luxury bathroom in 2021, Deji Plaza has systematically elevated both its washroom designs and social media presence. Each installation has grown more ambitious, from the 5 million RMB ($682,458) “Michelangelo Art Style” and 8 million RMB ($1.1 million) “Forest Garden Style” to the 20 million RMB ($2.73 million) “Cyberpunk Nightclub Style” in 2023. The latest installation transforms an everyday space into a multidimensional interactive art experience. Visual illusions are created through mirror reflections and symmetrically arranged upside-down chairs on the ceiling, while polka dot walls convey a rhythmic, pop art style. “People do not have to leave the city and its tracks to experience poetry and wilderness,” states the project’s design narrative. “Through the transformation of commercial spaces, we hope to establish an emotional connection.” Money talks The strategy’s success is reflected in Deji Plaza’s financial performance. The mall, host to brands like Gucci, Yves Saint Laurent, Louis Vuitton, Bulgari, Cartier and Chanel, recorded sales of 23.9 billion RMB ($3.3 billion) in 2023, up 13.8% YoY. Only Beijing SKP posted higher national sales figures. Like its predecessors, the new facility combines artistic vision with practical amenities, including family-friendly restrooms, nursing rooms, accessible facilities, and a medical emergency room. Modern touches such as wireless charging benches in waiting areas cater to the digital-native consumer base. The installations have sparked considerable social media engagement. On Xiaohongshu, the hashtag “Nanjing Deji 20 million washroom” has garnered nearly 3 million views. While some netizens question the reported costs, others praise the creative vision behind the projects. There’s even a tourist guide for the rooms. Deji Plaza’s approach stands in contrast to competitors like Guangzhou Taikoo Hui, which has opted for annual environmental upgrades to its facilities since 2016. Other luxury malls have focused on premium fixtures, such as Shanghai Hang Lung Plaza’s installation of Laufen toilets — dubbed the “Hermès of sanitary ware.” As Chinese consumers increasingly seek novel retail experiences worth sharing on social media, Deji Plaza’s commitment to transforming mundane spaces into viral sensations demonstrates how brick-and-mortar retail can thrive in the digital age. With each new installation generating fresh waves of publicity, the strategy has proved both sustainable and scalable.

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Deji Plaza’s viral ‘luxury’ bathroom: Experiential art or retail excess?