Recently, the winners of the 2026 MUSE Design Awards were announced, with MIXC VILLAGE in the Dongguan Binhaiwan Bay Area winning the Gold Award for its "Wonder Isle Sail" conceptual design and exhibition program.
Organized by the International Awards Associate (IAA), the MUSE Design Awards are among the world's leading international competitions in the design field, renowned as the "Oscar of the design world". The winning of this award marks that MIXC VILLAGE has become a benchmark for commercial project innovation in the Guangdong-Hong Kong-Macao Greater Bay Area with an immersive narrative design, and highlights Dongguan Binhaiwan Bay Area's exploration of the integrated development of commerce, cultural tourism, and experiential consumption.
Developed by CR MIXC LIFESTYLE, MIXC VILLAGE is a new-generation premium outlets project that opened on December 28, 2025. Covering a total floor area of about 100,000 square meters, the project combines 14 open-block commercial buildings with one shopping mall. Inspired by Southern French and coastal aesthetics, it creates a low-density, open, and immersive leisure and retail destination.
The award-winning "Wonder Isle Sail" concept, centered on the project's brand philosophy, builds an original navigation-themed narrative system and creates a borderless immersive consumer scene. The project constructs a full-cycle experience matrix around the original story, featuring immersive art exhibitions, themed water shows, theatrical parades, and a range of IP derivative products. It achieves a deep integration of spatial narrative and consumer experience to create a more engaging consumer journey.
Since its launch, the project has achieved a remarkable market response. Within the first three days of operation, it attracted over 190,000 visits, driving a month-on-month increase of more than 35% in overall visitor traffic to the Binhaiwan Bay Area. The total media exposure surpassed 95 million views. It also topped a citywide ranking on local lifestyle platforms and attracted coverage from several mainstream media outlets.
In the future, MIXC VILLAGE will continue to deepen its integrated experiential model of "shopping+vacation+socializing+art". By leveraging narrative-driven commerce, it will empower urban cultural tourism development and inject new momentum into the construction of the Binhaiwan Bay Area as well as the consumption upgrade of the Guangdong-Hong Kong-Macao Greater Bay Area.
Author: Li Jingru
Photo: Nanfang Plus
