12月12日，恒隆地产宣布以"营运租赁"模式获得原梅龙镇广场项目20年整体运营权。围绕这一项目的定位，也引发了巨大的关注和讨论。 目前披露的消息是，项目将被打造为集零售、酒店及办公于一体的综合商业地标，定位面向新一代消费群体。 在得到正式答案之前，我们或许可以通过上海恒隆广场内部，Chanel过渡期临时店的"再分配"，看见重奢商场们的新动向。 18个月，是Chanel上海恒隆广场精品店完成此轮升级的时间。这座纵贯四层的巨型门店在上月揭幕，成为全球首个涵盖时装、珠宝腕表、美妆、尊享沙龙 及尊享服务工坊的Chanel完整生态空间。 紧随新店启幕，四楼中庭两侧的原Chanel临时店铺位迅速竖起三处围挡——Dolce&Gabbana、Descente、EAU CAFÉ。 前者很少出现在如此高的楼层，后两者也通常不被认为属于上海恒隆广场的"标准答案"。 但如今，它们却变成了当下高端商业项目调改的最大公约数。 奢侈品牌抱团取暖， 类似的，自2021年从恒隆广场门神位撤出后就未在南京西路商圈落位的Prada也在今年以首层岛柜配合四楼沙龙精品店的形式回归。 标杆项目成为马太效应赢家 长期以来，恒隆广场受限于5万平米的商业面积 ...

这也不是恒隆今年首次在核心商圈的大手笔动作。 今年下半年，恒隆接连拿下杭州百货大楼、无锡新世界百货等热门商业项目的经营权。随着地产进入调整周期，曾经重金投入的恒隆，在内地市场的跑马 圈地也换了一种更轻的姿态。 当LV将"路易号"巨轮停靠在南京西路兴业太古汇，不远处的老牌重奢商场上海恒隆广场开始坐不住了。 12月12日，恒隆地产宣布与上海九百（集团）有限公司（下称"上海九百"）达成合作，接手南京西路1038号（即梅龙镇广场）的商业运营。 根据规划，恒隆将以20年营运租赁模式经营梅龙镇广场，为与之相邻的上海恒隆广场新增约9.6万平方米体量，使其整体规模扩大44%至约31.23万平方 米。未来，梅龙镇广场将升级为涵盖零售、酒店、办公的综合商业地标。 "南京西路不仅是沪上乃至全国顶级时尚及商业地标，更是承载上海文化底蕴与历史记忆的核心脉络。"恒隆地产行政总裁卢韦柏用"具有划时代意义"来形 容此次合作。 事实上，自2001年上海恒隆广场开业以来，恒隆几乎完整经历了奢侈品行业在中国从启蒙到成熟的二十年。但随着奢侈品消费持续遇冷，更追求独特文化 体验和情绪价值的年轻一代崛起，传统的奢侈品零售模式面临压力。另一方面，兴业太古 ...

项目总投资将超20亿。 12月12日，恒隆地产（00101.HK）正式与上海九百（集团）有限公司签约，拿下了上海南京西路1038号商业运营项目，也即为外界熟知的梅龙镇广场。 第一财经记者从恒隆方面了解到，项目由恒隆以20年的营运租赁形式经营，将为其在南京西路的项目增加约9.6万平方米的总建筑面积，使其整体在南京西 路的物业组合扩大约44%至约31.23万平方米，包括商场以及办公楼等业态。 恒隆与九百集团将联合对南京西路1038号项目进行整体改造升级。其中，恒隆方面将投入不低于5亿元人民币，作为项目酒店、商场及办公区域的装修费 用。整体投资将超20亿。 对于恒隆来讲，一直以来，其旗下的上海恒隆广场作为成熟的重奢商业体，受制于5.37万方左右的小体量，发展备受制约。正在扩建中的三期项目中，新增 楼面面积也仅约3080平方米。 项目将被打造为集零售、酒店及办公于一体的综合商业地标。按计划，商业部分将于2027年初开业；办公与酒店部分计划于2028年5月前启用。同时，酒店 部分为一家总面积不低于1.8万平方米的国际顶尖品牌酒店。这也是该项目首次引入奢华酒店。 在此次升级之后，恒隆南京西路的物业组合中，整体商业面积将扩 ...

Core Viewpoint - The article discusses the upcoming transformation of the Meilong Town Plaza in Shanghai, which has been under scrutiny since its closure in August 2024. The operational rights are expected to be acquired by Hang Lung Group, with plans for significant redevelopment to enhance the commercial landscape of the area [3][4][6]. Group 1: Project Overview - The Meilong Town Plaza is located in the core commercial area of Nanjing West Road, with a total construction area of approximately 125,000 square meters, consisting of three underground levels and thirty-three above-ground levels. The renovation is set to begin in 2025 and is expected to take three years [6][9]. - The project aims to elevate the regional commercial capacity and establish an international consumption center in the "billion-dollar" commercial district [6][9]. Group 2: Partnership and Investment - Hang Lung Group's subsidiary, Hangyi Commercial Management (Shanghai) Co., Ltd., has been recommended as the commercial operation partner for the project, with plans to form a joint venture for operational management [6][9]. - The joint venture will be responsible for managing commercial, hotel, and office operations, with a minimum commercial area of 50,000 square meters. The commercial section is expected to open in early 2027, while the hotel and office spaces are projected to be operational by May 2028 [9][10]. - A minimum investment of 500 million yuan is required for the renovation of the hotel, shopping mall, and office areas, with the Shanghai Jiubai Group also contributing based on the final shareholding ratio [9][10]. Group 3: Strategic Implications - Following the completion of the Meilong Town Plaza renovation, Hang Lung Group's total managed commercial area on Nanjing West Road will approach 120,000 square meters, enhancing its competitive position in the market [10]. - In addition to acquiring the Meilong Town Plaza, Hang Lung Group has also secured a 20-year operational right for the Hangzhou Department Store, with a total rent of approximately 3.3 billion yuan, reflecting its strategy to expand project scale and visibility [10].

Core Insights - The renovated Meilong Town Plaza is set to open in early 2027, following its closure in August 2024, with significant interest from the market regarding its operational rights, which are expected to be acquired by Hang Lung Group [1][5] - The project is located in the core commercial area of Nanjing West Road and will undergo a comprehensive renovation starting in 2025, with a total construction area of approximately 125,000 square meters [5][7] Group 1 - The construction is scheduled to begin on July 4, 2025, and is expected to be completed by July 3, 2028, with Shanghai Jiubai Group as the designated construction unit [3] - The bidding results for the commercial operation cooperation project were announced on August 7, 2023, with Hang Lung's subsidiary, Hangyi Commercial Management (Shanghai) Co., Ltd., being recommended as the commercial operation partner [5][7] - The project will include a commercial area of no less than 50,000 square meters, with the commercial section opening in early 2027 and the office and hotel sections operational by May 2028 [7][8] Group 2 - The joint venture company formed for the project will be responsible for commercial, hotel, office operations, and property management, with an investment of no less than 500 million yuan for renovations [7] - Following the completion of the Meilong Town Plaza renovation, Hang Lung Group's total managed commercial area on Nanjing West Road will approach 120,000 square meters, enhancing its competitive position in the market [8] - Hang Lung Group has also secured a 20-year operational right for the Hangzhou Department Store, with a total rent of approximately 3.3 billion yuan, as part of its V.3 strategy to expand project scale and visibility [8]