The exhibition (Photo via the Official WeChat account of Xicheng District People's Government of Beijing Municipality)

Xidan Joy City recently collaborated with "innerchild", a Chinese original illustration IP brand, to start an exhibition named "Jiao Ge Peng You" (which literally means "water a friend" and can be comprehended as "make a friend" as both expressions share the same pronunciation in Chinese). This is the brand's first nationwide exhibition, which is free of charge for customers visiting the south court on the third floor of the shopping mall. The exhibition is also the first one unveiled by Xidan Joy City in 2023 and will run until May 21, showcasing a collection of lighthearted and enjoyable illustrated works and creating a social space for consumers to unwind and destress.

It features five themed spots presenting more than 10 illustrations and three-dimensional images which conjure up a picturesque scene featuring a spring garden. Interactive devices and drawing boards have also been installed to enable visitors to channel their "inner childlike sides" and create personalized messages based on the existing templates.

The author of the "innerchild" illustrations revealed that the term "innerchild" was inspired by the realm of psychology and represents an individual's emotional inner self. The distinctive black-and-white linear style found in the images of the character "innerchild" draws inspiration from the nostalgic memories of childhood and captures the inner emotions of individuals.

By illustrating ordinary objects and tapping into their sentimental values, the author creates small scenarios that depict various emotions and attitudes. The objective is to provide readers with emotional outlets, promote emotional healing, and encourage a more optimistic outlook on life.

Xidan Joy City has introduced a range of interactive online community events featuring the exhibition. By partnering with "innerchild" to engage with consumers, Xidan Joy City also hopes to boost offline retail by leveraging the brand's influence on social media platforms. A series of other measures aimed at stimulating consumption have also been taken simultaneously at Xidan Joy City.

(Source: Official WeChat account of Xicheng District People's Government of Beijing Municipality)