Hang Lung Properties has unveiled its flagship Hangzhou development with a noticeably lighter luxury mix, signalling a pivot towards lifestyle and experience-led retail as consumer tastes in mainland China evolve.

Westlake 66, located in Hangzhou’s Wulin central business district, spans about 390,000 square metres (4.2 million sq ft) and comprises a 105,900 square metres shopping mall, five prime office towers and a 194-room Mandarin Oriental hotel slated to open in 2027.

“Hangzhou has a highly diversified industrial base, with a leading technology sector and a strong inflow of younger consumers with spending power and a clear understanding of brands,” said Derek Pang, senior director mainland business operations at Hang Lung Properties.

Unlike Hang Lung’s traditionally luxury-heavy malls in cities such as Shanghai, the Hangzhou project leans more towards “accessible luxury” and lifestyle retail. Food and beverage operators account for about 30 per cent of leases, while around one-third of tenants are new to the Hangzhou market.

The shift reflects broader changes in mainland consumption patterns. Executives said shoppers are becoming more discerning, with rising demand for domestic labels and experience-driven offerings rather than purely high-end purchases.

“It is not about trading down, but about having more choices,” Pang said, adding that consumers were placing greater emphasis on lifestyle, emotional value and differentiated experiences.