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The Cultural and Commercial Values of Chinese Retail Complexes Designed in Traditional Vernacular Styles

In modern China, more and more buildings in imitation of traditional building style have sprung up. These structures not only have the appearance of historical buildings but also function as modern utilitarian buildings. 
This paper aims to study such buildings in order to discover the cultural and commercial values of Chinese retail complexes which have been designed in these traditional vernacular styles using the buildings of Fashion Island in Yancheng City as a case study. 
Firstly, by exploring the background of Fashion Island, the cultural connotations of this area are described which include the origin of Chinese city culture, Hui style architecture, aesthetics and style, and ancestor worship. 
Furthermore, through the concept of experience consumption, the way in which the commercial building reflects its commercial value is explored. 
Finally, according to questionnaire responses of both local residents and visitors, it is found that the buildings in Fashion Island inherit the traditional style of Yancheng City and reflect the culture and association of Fashion Island area with the city. Compared with normal commercial buildings, the function and connotation of the buildings that imitate traditional building style is richer, demonstrated by the integration of travel, recreation and shopping, and the connection between the buildings and their goods and services. According to field survey research and questionnaire, the cultural and commercial value of such commercial buildings in Fashion Island was determined. Finally, it was found how the cultural and commercial value of commercial buildings that imitate traditional styles can be expressed.