Florentia Village Luxury Designer Outlet has unveiled its flagship year-end campaign across all seven locations in Greater China, running from December 2025 through January 2026. Rather than a conventional holiday sales push, the initiative signals a deeper strategic intent: redefining outlet retail as an experiential, destination-driven ecosystem.
For RDM Group, the Italian real estate entity RDM behind Florentia Village, the campaign serves as a tangible expression of its Commerce–Culture–Tourism–Sports–Exhibition framework. The ambition is clear—to transform outlet shopping into a one-stop “micro-vacation”, where Italian architectural flair converges with locally resonant cultural programming.
A Festive Landscape Spanning Seven Locations
From Beijing-Tianjin in the north to Hong Kong in the south, all seven Florentia Village outlets have been reimagined for the Christmas and New Year season. Illuminated installations, immersive holiday décor, and a rolling calendar of events—including tree-lighting ceremonies, themed parades, and live music performances—set the tone for an atmosphere that goes beyond retail.
Regional Highlights: Experiences Tailored to Local Culture
Florentia Village Chongqing has once again partnered with Sichuan Fine Arts Institute to debut a large-scale lantern art installation. As an early showcase for the 2026 Chongqing Light & Tourism Festival, the project positions the outlet at the crossroads of contemporary art, urban culture, and commerce—an emblematic case of the Commerce–Culture–Tourism–Sports–Exhibition integrated model in action.
Marking its eighth anniversary, Florentia Village Chengdu anchors its celebrations with a jazz concert series and a curated food market. Designed to echo the city’s reputation for refined, lifestyle-led consumption, the programming encourages visitors to linger, socialize, and experience the outlet as a cultural destination rather than a transactional space.
Together, Chongqing and Chengdu underscore Florentia Village’s long-term commitment to Southwest China, demonstrating how a unified strategic model can be flexibly adapted to regional sensibilities.
For the holiday season, Florentia Village Wuhan introduced a real ice-skating rink themed around “Ice Dance”. Targeting families and winter sports enthusiasts, the activation seamlessly weaves seasonal recreation into the retail journey—driving longer dwell times and repeat visits through experiential appeal.
Florentia Village Guangzhou–Foshan served as the final destination for the “1000 Miglia Experience CHINA” classic car rally, welcoming nearly 200 collectors from around the world. Featuring iconic marques such as Mercedes-Benz, Land Rover, Porsche, and Alfa Romeo, the event reinforced Florentia Village’s authentic Italian roots while engaging a high-net-worth audience with a passion for automotive culture.
Redefining the Role of Outlet Retail
This year-end campaign brings multiple dimensions of the Florentia Village ecosystem into sharp focus—festive ambiance, cultural collaboration, sports-driven engagement, and lifestyle-led programming. At its core lies a clear understanding of today’s urban consumer: value-conscious, experience-driven, and increasingly selective about how and where they spend their time.
By turning its Commerce–Culture–Tourism–Sports–Exhibition framework into a lived experience, RDM Group is offering a blueprint for the next phase of outlet retail in China. Looking ahead, the group plans to further deepen its “micro-vacation” concept, continuing to deliver destination-worthy experiences across Greater China.
