after the state's macro-control of real estate, many real estate developers began to dabble in commercial real estate, and the introduction of central and local purchase restrictions made commercial real estate flourish. Commercial real estate generally refers to the forms of real estate used for business purposes, including large shopping mall, outlet shopping streets, commercial streets, department stores, shopping centers, etc., including retail, wholesale, catering, entertainment, fitness, leisure and other fields. However, at present, the competition in China's retail industry is becoming increasingly fierce, and major department stores are trying their best to attract customers. The promotion war is filled with smoke and the service signs are ever-changing. However, while giving full play to various tactics, shopping malls should consider planning and designing shopping malls with scientific design, beautiful decoration and reasonable layout to induce consumers' buying emotions, stimulate consumers' desire to buy and finally complete their buying behavior. The continuous development of department stores has also led to commercial real estate consulting, planning, space design and other industries. Commercial real estate planning and space design is a multi-professional cooperation project. Design institutions need to have professional knowledge in business operation, building structure, lighting effect, three-dimensional effect production, color analysis and matching, marketing, etc. Designers in various industries use their professional knowledge and technology to solve the problems of commercial real estate format selection, project positioning, commercial planning and design, architectural decoration design, etc., which cannot be solved by general architectural design institutes. It has created innate advantages for real estate developers or commercial operators to attract investment and operate real estate. Accurate market positioning, excellent business planning and commercial space design scheme can help developers save money, and also leave a comfortable business and shopping environment for operators and consumers in the future. The commercial design of department stores includes the choice of store format, building facade design, indoor and outdoor landscape design, shopping mall space planning and design, lighting design, the production of space decoration construction drawings, decoration construction coordination, etc. Although it seems simple, many design institutions are doing it, but after deep excavation, few can truly understand the design of department stores. Today, we will talk about shopping mall design from five aspects. First, the planning and positioning of shopping mall format An excellent design comes from communication, communication among builders, property owners, commercial operators and designers. When we receive a new commercial real estate planning and commercial space design project, we will first go to the project site for investigation. After studying the commercial format of the business circle around the real estate, the purchasing power of residents' income and other characteristics, and communicating with professionals such as investment promotion and operation of shopping malls, we will make a commercial format planning and space design plan suitable for this shopping mall. The choice of commercial format is the premise of shopping mall design, and the location of shopping malls determines the commercial operation format of this project. Whether it is a department store serving community residents or a high-end business center in the city, whether it is to focus on young and fashionable consumers in the middle and high grade or to serve mass consumption in the low and middle grade, the appropriate format positioning provides the basis for the benign development of the final operation of the mall. Second, the characteristics of building facade design From the point of view of commodity marketing, building facade design must be distinctive and unique in order to establish an image for shopping malls. Based on the core theme characteristics of shopping malls, with keen fashion capture, the clever combination of building materials and lighting, through the effective combination of facade pattern modeling and internal landscape, it is closely related to the theme of shopping malls to ensure the harmony and visual eye-catching of internal and external landscapes, spaces and the theme characteristics of shopping malls. There should be enough squares outside the shopping mall as a promotion place and a public leisure area for consumers. Shopping mall atrium pays attention to ornamental, and generally hangs some abstract shapes or makes some natural landscapes, which are organically combined with popularization and art. In order to maximize profits, some shopping malls often plan the location of billboards on the facade of shopping malls. When designing advertising spaces, we should consider the coordination and aesthetics with the facade. The facade also includes night view effect and embedded pendant. When opening a business, celebrating a store, or celebrating a holiday, shopping malls generally plan promotional activities, and need to hang many flags, balloons, banners, etc. on the fa? ade. This requires that the embedded parts of our fa? ade must be completed and hung as soon as possible, and it is forbidden to temporarily nail and destroy the fa? ade. Third, the planning of the spatial traffic line of the shopping mall The planning of the business layout of each floor of the shopping mall should generally follow the following principles: the business hall on the first floor should ensure the smooth flow of passengers, and it is suitable to arrange the light goods that are selected for a short time when purchasing; Second, the atmosphere on the third floor should be stable, and it is suitable for selling and buying goods with longer time, higher price and the largest sales volume; A variety of professional counters can be arranged in the business hall on the fourth and fifth floors respectively; Business halls above the sixth floor can sell goods that need to be stored in a large area; The underground business area is generally used to run supermarkets. These are not static, and they need to be planned and designed according to the actual needs of shopping malls. The dynamic design of shopping malls is a very professional plan, but it is quite interesting and needs careful design. All the customers who have been to IKEA Shanghai know that there are quick passages in IKEA stores, but it is difficult for customers to find the exit, so they can only visit more goods along the internally set passages. Because the "maze" route makes it difficult for customers to find the way, customers will put the products in the shopping cart when they see them, so as not to miss them and never find them again. A lot of impulsive consumption followed, such as light bulbs, pots and other things that I didn't want to buy. According to store design experts, the "maze" layout of IKEA's shopping malls is a psychological weapon, which psychologically forces consumers to make impulsive consumption and buy more goods while retaining customers as long as possible. The focus of the space planning and design of department stores is also the traffic line of shopping malls, which can be divided into vertical traffic line (elevator operation mode) and plane traffic line (each floor line), including passenger flow line, store replenishment line, and good passenger flow line can also prolong consumers' stay in the store, promote the brand's traffic and purchase rate, and let consumers experience the shopping feeling advocated by a brand. "Labyrinth" shopping mall layout is not feasible in department stores, and smooth moving lines extending in all directions are customers' first choice. Fourth, the coordination of colors inside and outside the mall decoration. Department stores have higher requirements for color matching, and the use of colors should be changed in unity. Shopping malls should set standard colors for unified visual identification and display enterprise characteristics; However, in practice, different floors and different locations of shopping malls should be changed to form different styles, so that customers can identify floors and commodity parts by changing colors, arouse freshness and reduce visual and psychological fatigue. V. Lighting design of department stores The lighting of department stores can guide customers into the shopping malls, make the shopping places form a bright and pleasant atmosphere, and make the goods show bright and colorful, which will arouse customers' desire to buy. When the light is dim, the shopping mall will look dull and depressed, but on the other hand, if the light is too strong, customers will feel dizzy, salespeople will be nervous and prone to mistakes. Generally, the illuminance of shopping malls is between 611-1211LUX, which causes such a large span because shops in shopping malls usually decorate themselves and add auxiliary lighting or spotlights. Because the intensity of light has a great influence on the shopping environment, shopping malls must pay attention to the rational use of lighting equipment and create a bright and relaxed shopping environment. A person in the commercial design industry once said, "There is no commercial design in China!" In fact, it is the lack of professionals in commercial real estate industries by commercial design institutions. Commercial design projects are not the work of a designer, but the collision of knowledge of many industry experts. With the development of commerce in China and the continuous progress of commercial design institutions, the level of commercial space design and business operation environment in China has improved a lot. Shopping malls in some first-tier cities, such as Shanghai and Beijing, are close to the design level of foreign excellent shopping centers in terms of commercial buildings, business environment and business combination, and several excellent commercial design institutions have emerged in China, creating batches of boutique shopping malls.