Moving heritage from museums to malls

Installations, relic displays, pop-up stores, and activities enter commercial settings, turning shopping centers into cultural gateways.

Nine auspicious mythical beasts inspired by Beijing's Central Axis architecture "walk out" of historic buildings and into shopping centers, where they meet corn figures representing the ancient civilizations of the Americas. Some make heart gestures while others offer high-fives or fist bumps. Once solemn architectural ornaments, they have become approachable cultural figures for younger audiences.

"These figures were not put together simply because they look cute. There is a cultural connection behind them," says Lyu Jing, the project's publicity director. "Maize was the foundation of the Maya civilization, while the mythical beasts are classic symbols of Beijing's Central Axis and traditional Chinese ritual culture. It is a dialogue between two ancient agricultural civilizations across time and space."

"Our principle was clear: Keep the roots, but give the form a more contemporary look," Lyu says. "We wanted to attract young people without casually deconstructing traditional culture. We also want to ensure that Chinese and foreign cultural symbols come together naturally."

For Lyu, the initiative is not simply about moving an exhibition into shopping malls.

"To me, a museum without boundaries means breaking down walls, lowering barriers, and becoming part of everyday life," she says. "A museum is no longer just a building, but a public cultural space that can encompass the entire city."

Commercial areas have also introduced artifacts provided by the Beijing Cultural Heritage Exchange Center. The free-of-charge displays allow visitors to encounter cultural objects while shopping.

Bringing cultural relics into busy commercial areas creates preservation challenges. At Huaxi Live Wukesong, installations occupy the outdoor areas, while the relic exhibition is housed in the enclosed Ice Center, which is equipped with 24-hour surveillance and climate control.

"This is a breakthrough for us. In the past, we never really considered bringing cultural relics into a street-level commercial area," says Chang Tingting, general manager of Huaxi Live Wukesong's digital media center.

"From the beginning, we discussed how to reconcile what might seem like a contradiction between protection and openness, and make the two work together in a commercial setting."

Visitors inquire about the exhibition and how to buy tickets, and others arrive after reading about it on social media.

"We often hear consumers asking what the exhibition is, where they can see it, and how they can buy tickets," Chang says. "That shows how the two sides can reinforce and empower each other."

In her view, shopping and dining alone can no longer provide a steady stream of new experiences.

"Many people today are willing to spend money for emotional value," she says. "A shopping mall that only sells things will eventually be challenged by e-commerce, but a space that provides cultural experiences and opportunities for social interaction cannot be replicated online."