January 20, 2015, Beijing, China. As e-commerce is developing nowadays, commercial real estate has to be transferred to entertainment and creative experience. Under circumstances of fierce competition, the 2015 China Amusement Theme Commercial Real Estate Developing Forum was held in Beijing on January 15, 2015.

Creative director John Wells of MCM was invited to give a speech about experiential architecture. He analyzed the topic from the following points of view: emotion, interaction, participation, sustainability, brand and economy. “We create space to stimulate people’s emotions,” said Wells.

John Wells utilized six themed entertainment resort case studies to analyze different modes of tourism such as leisure tourism, destination resort and theme tourism.

The forum discussed the experiential entertainment commercial developing trend and a variety of problems with Chinese entertainment themed commercial real estate.