Urban life is often overshadowed by towering buildings, and the concept of architecture has evolved far beyond mere structures of shelter. Architecture today is presented in unprecedented new forms, embodying not just physical spaces but also containers of emotions and life itself. In the envisioned future of cities, buildings are becoming essential vessels for experiences and connections. Increasingly, experimental space designs are emerging, transforming interior spaces into hubs of interaction and resonance. Some have even reimagined sales offices as living spaces—a surprising shift, yet one that has already entered our daily lives.
Architecture is not merely functional space; it serves as a vessel of emotions and a bridge for connections. Without this dimension, buildings are nothing more than cold structures. Many urban buildings now transcend their traditional functional definitions, offering unexplored possibilities. In this human-centric era, office spaces are breaking free from purely work-related constraints, and shopping malls are introducing immersive experiences. Southeast Sunac, in collaboration with the Shenzhen-based Super Normal design team, has crafted a groundbreaking, forward-looking spatial system for real estate sales.
In exploring the possibilities of architecture, Sunac has taken a bold experimental step. At Hangzhou Canal Impression’s INLAB, the sales office transforms into a “future community lifestyle experience center,” “a pop-up shop for independent designers,” “a vibrant co-living community,” and “a cultural IP.” By challenging conventional thinking, INLAB reimagines the sales office as a lifestyle space—a truly experimental approach.
The main consumers of today’s real estate market—millennials and Gen Z—have shifted expectations. Traditional sales offices and spaces no longer resonate with this demographic. Instead, engaging environments, human-centered services, and community-building around shared interests are what capture their attention. Rethinking the approach is no longer optional.
For Hangzhou Canal Impression’s INLAB, the Super Normal team divided the space into distinct zones, including a pop-up shop, a sunlit conservatory, a gallery walkway, a bar, storage areas, indoor and outdoor lounges, and even spaces for art exhibitions. Sales functions are seamlessly integrated into these zones, each designed to evoke relaxed daily experiences. By breaking the sequential flow of traditional spaces, this free-form layout emphasizes a truly human-centric experiential journey.
Even for visitors not intending to buy a home, INLAB serves as a place for exhibitions, relaxation, and entertainment, reflecting modern young lifestyles. These transformations are not random combinations but deliberate shifts in thinking. By replacing traditional sales-driven approaches with curation-focused strategies, the design achieves a younger, more engaging, and emotionally resonant form of architecture, redefining the real estate sales experience.
The Canal Impression project’s spatial and visual design features several clever elements. For instance, the main entrance integrates seamlessly with the street-facing façade, while a sunlit conservatory with a skylight replaces the typical grand entrance and model display. This encourages visitors to enter naturally, driven by curiosity and enjoyment. The project’s standout feature is the combination of pop-ups and exhibitions. By collaborating with design brands and artists, the space maintains freshness and relevance, with art installations throughout the community enhancing its design and artistic appeal.
Under the principles of “health,” “sustainability,” and “creativity,” the space incorporates various public areas, such as the conservatory, bar, salon zones, window-side seating, and pop-up exhibitions by independent designers. This reimagined sales office also functions as an exhibition space, blending engaging scenes and thoughtful details to create a unique cultural, product, and spatial identity. It becomes a lifestyle experience center, a cultural IP adored by young people, and imbues the building with cultural significance.
The ultimate goal is to bring daily life back to a state of comfort and tranquility. Offering an easy, joyful lifestyle may be the best gift for urban youth, fostering emotional connections to architecture and instilling a sense of belonging and happiness.
As urban forms evolve, the functions of spaces within buildings are also expanding. Sunac’s Hangzhou Canal Impression INLAB shows us the future of spatial design, breaking traditional boundaries and moving beyond single-purpose uses. What is being challenged is not just form but also rigid thinking. This shift allows design to transcend daily needs and address psychological and emotional fulfillment. Experimental architecture has made an excellent start—whether it will be a fleeting trend or a long-lasting shift remains to be seen. What do you think?
