梦幻浪漫的各色花卉，憨态可掬的卡通人偶、色彩缤纷的油画……近年来，随着商场“同质化”的日趋加剧与“体验式”购物的大行其道，通过打造兼具观赏性、娱乐性、互动性的商业美陈，不断地给顾客带来视觉上的冲击，持续激发顾客的注意力，成为了各大购物中心（专题阅读）吸金引流的有效“武器”。一个成功的商业美陈，不仅能提升购物中心整体商业环境以及品牌形象，还能增强消费者在购物中心的游览体验与参与感，让人融入其中。

Dreamy romantic flowers, innocent cartoon dolls, colourful oil paintings... In recent years, with the increasing homogeneity of shopping malls and the popularity of "experiential" shopping, through the creation of both ornamental, entertaining, interactive commercial art, customers continue to bring visual impact, continue to stimulate customer attention, has become a major shopping center (special reading) attraction The effective weapon of the stream. A successful commercial art can not only enhance the overall business environment and brand image of the shopping center, but also enhance the touring experience and participation of consumers in the shopping center, so that people can integrate into it.

而当下，受消费者购物习惯转变的影响与科技的日新月异，各大购物中心的美陈已不再只是在特殊节假日时花大量的财力与精力进行节日氛围营造，而是开始将更多的眼光放在小节点上，甚至是创造一个美陈节点，以及举办各式热门IP的巡回展，不断进行策划创新。

At the moment, influenced by the changing consumer shopping habits and the rapid development of technology, shopping malls are no longer just spending a lot of money and energy on special holidays to create a festive atmosphere, but began to focus more attention on small nodes, or even to create a node, as well as organize various. The popular IP tour exhibition is constantly planning and innovating.

创新一：商业美陈才不只是重大节点“专利”

Innovation 1: commercial beauty is not only a major node, but also a patent.

过往，一提起购物中心的美陈装置的节点，脑海中难免会浮现诸如圣诞节与传统春节等重大节日，采用的方式也多为悬挂以及摆设带有节日元素的装饰物烘托气氛，满城尽是“圣诞树”、满眼尽是“福字贴”的现象比比皆是，不仅缺乏新鲜感与自身特色，也难以让消费者留下深刻印象。

In the past, when it came to the nodes of the shopping mall's display devices, it was inevitable that major festivals such as Christmas and the traditional Spring Festival would emerge in my mind. Most of the festival decorations were hung and decorated to set off the atmosphere. The city was full of "Christmas trees" and "lucky stickers" everywhere. It not only lacks freshness and its own characteristics, but also makes it hard for consumers to impress.

如今，随着个性消费与体验式消费的逐渐兴起，越来越多的购物中心美陈已不再围绕节点展开，而是依据自身需求与客流，伺机创造美陈节点，如以季节、动物、卡通等为主题进行一系列商场美陈。

Nowadays, with the gradual rise of individual consumption and experiential consumption, more and more shopping centers are no longer around the node, but based on their own needs and passenger flow, waiting to create beauty node, such as season, animals, cartoons and other themes for a series of shopping malls.

以上海大悦城（专题阅读）为例，去年10月初，为了迎合时下文艺、小资、追求个性的年轻消费者的需求，上海大悦城将秋天的唯美场景搬进购物中心中庭进行花式“撩客”，而为了配合美陈主题，不少商家亦顺势推出秋天创意DIY体验，引来不少消费者驻足拍照。

In early October last year, in order to cater to the needs of young consumers who are currently engaged in art, petty bourgeoisie and personality pursuit, Shanghai Dayue City moved its Autumn scenes into the atrium of a shopping mall for fancy "shocking" activities, and in order to match the theme of Meicheng and Chen, many businessmen also spontaneously launched autumn ideas. DIY experience attracted many consumers to stop and take photos.