HAI IN WANDER 厂开漫游

About The Entry

Hefei Yaohai Tiandi is the first “Tiandi Series” project by CR MIXC Lifestyle in Anhui Province, and also the province’s first “MALL + factory + block” hybrid commercial complex. Revitalized on the original site of the Hefei Electric Motor Factory, the project has been transformed into a factory-themed commercial space named “Starlight Workshop.” Within its first month of opening, it was featured on CCTV’s Xinwen Lianbo (CCTV News), establishing itself as a Central China regional landmark in the adaptive reuse of industrial heritage.

Building on this unique industrial DNA and landmark influence, the project launched its first large-scale thematic IP activation ahead of the May Day travel season: “HAI IN WANDER – Factory Roaming.” Rooted in the true story of a stray dog that lived at the motor factory, and inspired by the project’s character and brand spirit, the initiative developed original IP characters — Factory Dog Jasper, Spark Girl YOYO, and Jasper’s friends. Through a systematic creation of eight immersive scenes and a core strategy of “making brand spirit tangible,” the activation translates the brand ethos of “warm, playful, stylish, and trendy” into perceptible, participatory, and shareable offline experiences.

In terms of design strategy, this IP-driven environment adopts a dual coding of “industrial memory + anthropomorphic storytelling.” With the lively interactions between Factory Dog Jasper and Spark Girl YOYO as the narrative thread, the design seamlessly integrates the factory’s heritage with a pet-friendly philosophy. Red-brick walls, Starlight Workshop, and pet footprints together weave the vibrant and playful scenes of “Factory Roaming,” capturing the spirited attitude of “imagining beyond the factory, creating your own world.”

Hefei Yaohai Tiandi transforms industrial memory into an engaging, warm social magnet, resonating with young people’s desire for a life full of vitality and pet companionship. It injects a spirited and healing renewal energy into the commercial space, offering a valuable practical model for the spatial storytelling of industrial-heritage commercial developments.