‘City of Wishes’ brings Xiaohongshu's online inspiration to life

The commercial complex Shanghai A.F.A collaborated with Xiaohongshu, an lifestyle platform, to create a 3,000-square-meter "City of Wishes" at the ROJO Art and Culture Space. The event brought together over 100 buyers, offering tangible lifestyles and interesting ideas, attracting over 10,000 participants.

The "City of Wishes" meticulously designed more than 20 themed scenes within ROJO, systematically transforming the fragmented, hashtagged "inspiration for a better life" from Xiaohongshu's online notes into walkable, explorable physical spaces. Through a journey exploring lifestyles and emotional resonance, participants visited the creative units and scenes filled with youthful language and attitude.

During the event, fruit buyers express-delivered seasonal fresh produce from southwestern Sichuan Province to Shanghai; home décor buyers set up soft furnishing "consultation rooms" to share styling experience with visitors; camping experts taught wilderness knot-tying skills on-site; models walked the runway and took photos with attendees; nutritionists shared beauty secrets. Numerous celebrity guests translated their online influence into real-world interaction and emotional connection offline.

This event marked Xiaohongshu's first offline buyer meet-up, bringing its unique buyer ecosystem into the physical world and deepening the emotional bond between buyers and users. A participant remarked, "Here, I touched the life saved in my online collection, as if I lived for a while in the 'City of Wishes'."

ROJO Art and Culture Space is a key component of Shanghai A.F.A. Originally the Shanghai No. 10 Steel Factory, its renovation preserved the industrial heritage while infusing modern functionality and dynamic energy. As one of Changning's distinctive urban renewal projects, ROJO will continue to showcase diverse forms of culture.