Reading Time: 9 minutes In marketing, data isn’t a buzzword. It’s the lifeblood of all successful campaigns. But are you truly harnessing its power, or are you drowning in a sea of information? To answer this question, we sat down with Ankur Kothari, a seasoned Martech expert, to dive deep into this crucial topic. This interview, originally conducted for Chapter 6 of “The Customer Engagement Book: Adapt or Die” explores how businesses can translate raw data into actionable insights that drive real results. Ankur shares his wealth of knowledge on identifying valuable customer engagement data, distinguishing between signal and noise, and ultimately, shaping real-time strategies that keep companies ahead of the curve.   Ankur Kothari Q&A Interview 1. What types of customer engagement data are most valuable for making strategic business decisions? Primarily, there are four different buckets of customer engagement data. I would begin with behavioral data, encompassing website interaction, purchase history, and other app usage patterns. Second would be demographic information: age, location, income, and other relevant personal characteristics. Third would be sentiment analysis, where we derive information from social media interaction, customer feedback, or other customer reviews. Fourth would be the customer journey data. We track touchpoints across various channels of the customers to understand the customer journey path and conversion. Combining these four primary sources helps us understand the engagement data. 2. How do you distinguish between data that is actionable versus data that is just noise? First is keeping relevant to your business objectives, making actionable data that directly relates to your specific goals or KPIs, and then taking help from statistical significance. Actionable data shows clear patterns or trends that are statistically valid, whereas other data consists of random fluctuations or outliers, which may not be what you are interested in. You also want to make sure that there is consistency across sources. Actionable insights are typically corroborated by multiple data points or channels, while other data or noise can be more isolated and contradictory. Actionable data suggests clear opportunities for improvement or decision making, whereas noise does not lead to meaningful actions or changes in strategy. By applying these criteria, I can effectively filter out the noise and focus on data that delivers or drives valuable business decisions. 3. How can customer engagement data be used to identify and prioritize new business opportunities? First, it helps us to uncover unmet needs. By analyzing the customer feedback, touch points, support interactions, or usage patterns, we can identify the gaps in our current offerings or areas where customers are experiencing pain points. Second would be identifying emerging needs. Monitoring changes in customer behavior or preferences over time can reveal new market trends or shifts in demand, allowing my company to adapt their products or services accordingly. Third would be segmentation analysis. Detailed customer data analysis enables us to identify unserved or underserved segments or niche markets that may represent untapped opportunities for growth or expansion into newer areas and new geographies. Last is to build competitive differentiation. Engagement data can highlight where our companies outperform competitors, helping us to prioritize opportunities that leverage existing strengths and unique selling propositions. 4. Can you share an example of where data insights directly influenced a critical decision? I will share an example from my previous organization at one of the financial services where we were very data-driven, which made a major impact on our critical decision regarding our credit card offerings. We analyzed the customer engagement data, and we discovered that a large segment of our millennial customers were underutilizing our traditional credit cards but showed high engagement with mobile payment platforms. That insight led us to develop and launch our first digital credit card product with enhanced mobile features and rewards tailored to the millennial spending habits. Since we had access to a lot of transactional data as well, we were able to build a financial product which met that specific segment’s needs. That data-driven decision resulted in a 40% increase in our new credit card applications from this demographic within the first quarter of the launch. Subsequently, our market share improved in that specific segment, which was very crucial. 5. Are there any other examples of ways that you see customer engagement data being able to shape marketing strategy in real time? When it comes to using the engagement data in real-time, we do quite a few things. In the recent past two, three years, we are using that for dynamic content personalization, adjusting the website content, email messaging, or ad creative based on real-time user behavior and preferences. We automate campaign optimization using specific AI-driven tools to continuously analyze performance metrics and automatically reallocate the budget to top-performing channels or ad segments. Then we also build responsive social media engagement platforms like monitoring social media sentiments and trending topics to quickly adapt the messaging and create timely and relevant content. With one-on-one personalization, we do a lot of A/B testing as part of the overall rapid testing and market elements like subject lines, CTAs, and building various successful variants of the campaigns. 6. How are you doing the 1:1 personalization? We have advanced CDP systems, and we are tracking each customer’s behavior in real-time. So the moment they move to different channels, we know what the context is, what the relevance is, and the recent interaction points, so we can cater the right offer. So for example, if you looked at a certain offer on the website and you came from Google, and then the next day you walk into an in-person interaction, our agent will already know that you were looking at that offer. That gives our customer or potential customer more one-to-one personalization instead of just segment-based or bulk interaction kind of experience. We have a huge team of data scientists, data analysts, and AI model creators who help us to analyze big volumes of data and bring the right insights to our marketing and sales team so that they can provide the right experience to our customers. 7. What role does customer engagement data play in influencing cross-functional decisions, such as with product development, sales, and customer service? Primarily with product development — we have different products, not just the financial products or products whichever organizations sell, but also various products like mobile apps or websites they use for transactions. So that kind of product development gets improved. The engagement data helps our sales and marketing teams create more targeted campaigns, optimize channel selection, and refine messaging to resonate with specific customer segments. Customer service also gets helped by anticipating common issues, personalizing support interactions over the phone or email or chat, and proactively addressing potential problems, leading to improved customer satisfaction and retention. So in general, cross-functional application of engagement improves the customer-centric approach throughout the organization. 8. What do you think some of the main challenges marketers face when trying to translate customer engagement data into actionable business insights? I think the huge amount of data we are dealing with. As we are getting more digitally savvy and most of the customers are moving to digital channels, we are getting a lot of data, and that sheer volume of data can be overwhelming, making it very difficult to identify truly meaningful patterns and insights. Because of the huge data overload, we create data silos in this process, so information often exists in separate systems across different departments. We are not able to build a holistic view of customer engagement. Because of data silos and overload of data, data quality issues appear. There is inconsistency, and inaccurate data can lead to incorrect insights or poor decision-making. Quality issues could also be due to the wrong format of the data, or the data is stale and no longer relevant. As we are growing and adding more people to help us understand customer engagement, I’ve also noticed that technical folks, especially data scientists and data analysts, lack skills to properly interpret the data or apply data insights effectively. So there’s a lack of understanding of marketing and sales as domains. It’s a huge effort and can take a lot of investment. Not being able to calculate the ROI of your overall investment is a big challenge that many organizations are facing. 9. Why do you think the analysts don’t have the business acumen to properly do more than analyze the data? If people do not have the right idea of why we are collecting this data, we collect a lot of noise, and that brings in huge volumes of data. If you cannot stop that from step one—not bringing noise into the data system—that cannot be done by just technical folks or people who do not have business knowledge. Business people do not know everything about what data is being collected from which source and what data they need. It’s a gap between business domain knowledge, specifically marketing and sales needs, and technical folks who don’t have a lot of exposure to that side. Similarly, marketing business people do not have much exposure to the technical side — what’s possible to do with data, how much effort it takes, what’s relevant versus not relevant, and how to prioritize which data sources will be most important. 10. Do you have any suggestions for how this can be overcome, or have you seen it in action where it has been solved before? First, cross-functional training: training different roles to help them understand why we’re doing this and what the business goals are, giving technical people exposure to what marketing and sales teams do. And giving business folks exposure to the technology side through training on different tools, strategies, and the roadmap of data integrations. The second is helping teams work more collaboratively. So it’s not like the technology team works in a silo and comes back when their work is done, and then marketing and sales teams act upon it. Now we’re making it more like one team. You work together so that you can complement each other, and we have a better strategy from day one. 11. How do you address skepticism or resistance from stakeholders when presenting data-driven recommendations? We present clear business cases where we demonstrate how data-driven recommendations can directly align with business objectives and potential ROI. We build compelling visualizations, easy-to-understand charts and graphs that clearly illustrate the insights and the implications for business goals. We also do a lot of POCs and pilot projects with small-scale implementations to showcase tangible results and build confidence in the data-driven approach throughout the organization. 12. What technologies or tools have you found most effective for gathering and analyzing customer engagement data? I’ve found that Customer Data Platforms help us unify customer data from various sources, providing a comprehensive view of customer interactions across touch points. Having advanced analytics platforms — tools with AI and machine learning capabilities that can process large volumes of data and uncover complex patterns and insights — is a great value to us. We always use, or many organizations use, marketing automation systems to improve marketing team productivity, helping us track and analyze customer interactions across multiple channels. Another thing is social media listening tools, wherever your brand is mentioned or you want to measure customer sentiment over social media, or track the engagement of your campaigns across social media platforms. Last is web analytical tools, which provide detailed insights into your website visitors’ behaviors and engagement metrics, for browser apps, small browser apps, various devices, and mobile apps. 13. How do you ensure data quality and consistency across multiple channels to make these informed decisions? We established clear guidelines for data collection, storage, and usage across all channels to maintain consistency. Then we use data integration platforms — tools that consolidate data from various sources into a single unified view, reducing discrepancies and inconsistencies. While we collect data from different sources, we clean the data so it becomes cleaner with every stage of processing. We also conduct regular data audits — performing periodic checks to identify and rectify data quality issues, ensuring accuracy and reliability of information. We also deploy standardized data formats. On top of that, we have various automated data cleansing tools, specific software to detect and correct data errors, redundancies, duplicates, and inconsistencies in data sets automatically. 14. How do you see the role of customer engagement data evolving in shaping business strategies over the next five years? The first thing that’s been the biggest trend from the past two years is AI-driven decision making, which I think will become more prevalent, with advanced algorithms processing vast amounts of engagement data in real-time to inform strategic choices. Somewhat related to this is predictive analytics, which will play an even larger role, enabling businesses to anticipate customer needs and market trends with more accuracy and better predictive capabilities. We also touched upon hyper-personalization. We are all trying to strive toward more hyper-personalization at scale, which is more one-on-one personalization, as we are increasingly capturing more engagement data and have bigger systems and infrastructure to support processing those large volumes of data so we can achieve those hyper-personalization use cases. As the world is collecting more data, privacy concerns and regulations come into play. I believe in the next few years there will be more innovation toward how businesses can collect data ethically and what the usage practices are, leading to more transparent and consent-based engagement data strategies. And lastly, I think about the integration of engagement data, which is always a big challenge. I believe as we’re solving those integration challenges, we are adding more and more complex data sources to the picture. So I think there will need to be more innovation or sophistication brought into data integration strategies, which will help us take a truly customer-centric approach to strategy formulation.   This interview Q&A was hosted with Ankur Kothari, a previous Martech Executive, for Chapter 6 of The Customer Engagement Book: Adapt or Die. Download the PDF or request a physical copy of the book here. The post Ankur Kothari Q&A: Customer Engagement Book Interview appeared first on MoEngage. #ankur #kothari #qampampa #customer #engagement

While we’ve had plenty of superhero games come out over the past decade and a half, most have either been open-world adventures or fighting games. I’m as excited as anyone for the upcoming Marvel Tōkon and Invincible VS, but I’m also ready for a little something different. That’s where Dispatch from AdHoc Studio comes in. Dispatch is a game made for people who enjoy watching a rerun of The Office as a palate cleanser after the bloody battles of Invincible. So, me. You’re cast as Robert Robertson, the former superhero known as Mecha Man. He has to step away from frontline superheroics as the mech suit he relied on was destroyed in battle. Needing a job, he starts work at a dispatch center for superheroes, and the demo takes you through a small, 30-minute chunk of his first day. You’ll notice Dispatch’s crude humor early on. The first thing you can do in Dispatch is give a colleague a “bro fist” at a urinal, and the juvenile jokes don’t stop there. Middle school boys are going to love it, though I’d be lying if I said a few of the jokes didn’t get chuckles from me. Another of Robertson’s co-workers, who also used to be a superhero until his powers caused him to rapidly age, introduces Robertson’s team of misfit heroes, though that term should be used loosely. He notes they’re a “motley crew of dangerous fuck-ups” as Robertson examines their files, each with a mugshot and rapsheet. Robertson isn’t in charge of the Avengers — he’s leading a D-List Suicide Squad. The cast, however, is full of A-listers: Laura Bailey, Matthew Mercer, Aaron Paul, and Jeffrey Wright are among those lending their voices to Dispatch. Much like The Boys, Dispatch plays with the idea of the corporatization of superheroes. These heroes aren’t a lone Spider-Man swinging through Manhattan on patrol — they’re employees waiting for an assignment. Gameplay consists of matching the righthero to the job. Some assignments I saw in the demo included breaking up a robbery, catching a 12-year-old thief, and grabbing a kid’s balloon from a tree while also making sure the kid didn’t cry. Seeing as how one of your misfits is a literal bat man and another looks like a tiefling, you have to choose wisely. The real draw of Dispatch for me isn’t the point-and-click assignment gameplay, but rather the choice-based dialogue. It’s developed by AdHoc Studio, which was formed in 2018 by former developers who had worked on Telltale titles like The Wolf Among Us, The Walking Dead, and Tales from the Borderlands, and you can easily see the throughline from those titles to Dispatch. At various points, you have a limited time to select Robertson’s dialogue, and occasionally a pop-up saying a character “will remember that” appears. How much Robertson’s choices actually have consequences or influence his relationships with others remains to be seen, though I have no doubt those choices will be fun to make. After its reveal at The Game Awards six months ago, Dispatch will be coming to Windows PC and unspecified consoles sometime this year. You can check out its demo now on Steam. #dispatch #offers #something #new #superhero

Ivy Grant, SVP of Strategy & Operations, Twilio June 13, 20255 Min Readpeshkova via alamy stockAsk technologists and enterprise leaders what they hope AI will deliver, and most will land on some iteration of the "T" word: transformation. No surprise, AI and its “cooler than you” cousin, generative AI, have been hyped nonstop for the past 24 months. But therein lies the problem. Many organizations are rushing to implement AI without a grasp on the return on investment, leading to high spend and low impact. Without anchoring AI to clear friction points and acceleration opportunities, companies invite fatigue, anxiety and competitive risk. Two-thirds of C-suite execs say GenAI has created tension and division within their organizations; nearly half say it’s “tearing their company apart.” Mostreport adoption challenges; more than a third call it a massive disappointment. While AI's potential is irrefutable, companies need to reject the narrative of AI as a standalone strategy or transformational savior. Its true power is as a catalyst to amplify what already works and surface what could. Here are three principles to make that happen. 1. Start with friction, not function Many enterprises struggle with where to start when integrating AI. My advice: Start where the pain is greatest. Identify the processes that create the most friction and work backward from there. AI is a tool, not a solution. By mapping real pain points to AI use cases, you can hone investments to the ripest fruit rather than simply where it hangs at the lowest. Related:For example, one of our top sources of customer pain was troubleshooting undeliverable messages, which forced users to sift through error code documentation. To solve this, an AI assistant was introduced to detect anomalies, explain causes in natural language, and guide customers toward resolution. We achieved a 97% real-time resolution rate through a blend of conversational AI and live support. Most companies have long-standing friction points that support teams routinely explain. Or that you’ve developed organizational calluses over; problems considered “just the cost of doing business.” GenAI allows leaders to revisit these areas and reimagine what’s possible. 2. The need forspeed We hear stories of leaders pushing an “all or nothing” version of AI transformation: Use AI to cut functional headcount or die. Rather than leading with a “stick” through wholesale transformation mandates or threats to budgets, we must recognize AI implementation as a fundamental culture change. Just as you wouldn't expect to transform your company culture overnight by edict, it's unreasonable to expect something different from your AI transformation. Related:Some leaders have a tendency to move faster than the innovation ability or comfort level of their people. Most functional leads aren’t obstinate in their slow adoption of AI tools, their long-held beliefs to run a process or to assess risks. We hired these leaders for their decades of experience in “what good looks like” and deep expertise in incremental improvements; then we expect them to suddenly define a futuristic vision that challenges their own beliefs. As executive leaders, we must give grace, space and plenty of “carrots” -- incentives, training, and support resources -- to help them reimagine complex workflows with AI. And, we must recognize that AI has the ability to make progress in ways that may not immediately create cost efficiencies, such as for operational improvements that require data cleansing, deep analytics, forecasting, dynamic pricing, and signal sensing. These aren’t the sexy parts of AI, but they’re the types of issues that require superhuman intelligence and complex problem-solving that AI was made for. 3. A flywheel of acceleration The other transformation that AI should support is creating faster and broader “test and learn” cycles. AI implementation is not a linear process with start here and end there. Organizations that want to leverage AI as a competitive advantage should establish use cases where AI can break down company silos and act as a catalyst to identify the next opportunity. That identifies the next as a flywheel of acceleration. This flywheel builds on accumulated learnings, making small successes into larger wins while avoiding costly AI disasters from rushed implementation. Related:For example, at Twilio we are building a customer intelligence platform that analyzes thousands of conversations to identify patterns and drive insights. If we see multiple customers mention a competitor's pricing, it could signal a take-out campaign. What once took weeks to recognize and escalate can now be done in near real-time and used for highly coordinated activations across marketing, product, sales, and other teams. With every AI acceleration win, we uncover more places to improve hand-offs, activation speed, and business decision-making. That flywheel of innovation is how true AI transformation begins to drive impactful business outcomes. Ideas to Fuel Your AI Strategy Organizations can accelerate their AI implementations through these simple shifts in approach: Revisit your long-standing friction points, both customer-facing and internal, across your organization -- particularly explore the ones you thought were “the cost of doing business” Don’t just look for where AI can reduce manual processes, but find the highly complex problems and start experimenting Support your functional experts with AI-driven training, resources, tools, and incentives to help them challenge their long-held beliefs about what works for the future Treat AI implementation as a cultural change that requires time, experimentation, learning, and carrots Recognize that transformation starts with a flywheel of acceleration, where each new experiment can lead to the next big discovery The most impactful AI implementations don’t rush transformation; they strategically accelerate core capabilities and unlock new ones to drive measurable change. About the AuthorIvy GrantSVP of Strategy & Operations, Twilio Ivy Grant is Senior Vice President of Strategy & Operations at Twilio where she leads strategic planning, enterprise analytics, M&A Integration and is responsible for driving transformational initiatives that enable Twilio to continuously improve its operations. Prior to Twilio, Ivy’s career has balanced senior roles in strategy consulting at McKinsey & Company, Edelman and PwC with customer-centric operational roles at Walmart, Polo Ralph Lauren and tech startup Eversight Labs. She loves solo international travel, hugging exotic animals and boxing. Ivy has an MBA from NYU’s Stern School of Business and a BS in Applied Economics from Cornell University. See more from Ivy GrantReportsMore ReportsNever Miss a Beat: Get a snapshot of the issues affecting the IT industry straight to your inbox.SIGN-UPYou May Also Like #why #companies #need #reimagine #their

Giant Squid’s upcoming title, Sword of the Sea, is a well-crafted union of all the titles the studio and Game Director Matt Nava have worked on. The aquatic wonder of Abzû, The Pathless’s sense of adventure, and Journey’s beautiful desert world. Sword of the Sea weaves those influences together so skillfully that it feels like this atmospheric surfing adventure was the goal all along.  I got a chance to go hands-on with Sword of the Sea and talk with Giant Squid about the new game, coming day one to PlayStation Plus Game Catalog on August 19. Surfing across the sands and sea The game begins as the player awakens as The Wraith, a vessel waiting to be filled, who is given the task of bringing the oceans back to the world. Appearing to be the last being left alive to get the job done, you receive a mystical surfboard and hit the dunes.  The starting area is a vast playground where you can get accustomed to the board, perform tricks, and learn how to interact with the world. As you zoom across the desert, you come across different nodes known as Ocean Seeds that allow you to cleanse the land and restore parts of the ocean and marine life.  Beyond pleasing aesthetics, water and sea life directly impact gameplay. The Wraith is significantly faster on water, leading to greater speed for bigger jumps and more tricks. Some sea life create new paths, like buoyant jellyfish that make great jump pads and long strands of climbable seaweed. Watching the landscape terraform was a highlight, as was searching for all the land’s secrets.  “Sword of the Sea is really all about the spiritual magic of surfing,” Nava explains. “ It’s inspired by my own experiences snowboarding, skateboarding, and surfing throughout my life. When you think of these extreme sports, the first thing that comes to mind is probably the high speed and the danger. But there’s more to it than just an adrenaline rush. When you are surfing on waves in the ocean, you are literally on the boundary between our world and the world beneath the waves, a world beyond our understanding.”  Golden triangles known as Tetra populate the world, acting as currency you can trade to mysterious vendors to learn more tricks, acquire skills, and open new paths. Want to see it all? You’ll have to detour off the main path to see and afford it all. Different vendors, triangles, and Trick Attack arenas are hidden throughout the world.  Show off your tricks and feel the terrain Pulling off stylish moves in Sword of the Sea is straightforward. When surfing, once you jump you can press X again to perform a variety of double jump tricks. Once you acquire advanced tricks from the vendor, you hold L1 and press Triangle, Square, Circle, or X to do special grabs, flips, and spins. They score more points, and combining grabs and flips in different ways create new tricks. While the timing is a little trickier, you can give yourself a much-needed jump boost and score high-point combos when performed just right.  Sword of the Sea constantly keeps score of the tricks you pull and how advanced they are. Hidden Trick Attack arenas let you put those skills to good use. What does racking up a high Trick Score lead to? Yet another mystery we’ll have to wait to uncover. Though the game takes place in the desert, there are plenty of different objects to grind on besides sea and sand. I came across ruins, ceramic tile roofs, and helpful aquatic life. The team at Giant Squid takes full advantage of the DualSense controller haptics to ensure every surface feels and sounds distinct. As I surfed along rooftops, I could hear the melodic tones of tiles underneath and the tingle in my fingers. The sand offers a coarse sensation, and you feel and hear the rushing water as you speed through on the makeshift highways parts of the ocean create. “The haptic feedback of the DualSense controller reacts to each surface differently so you can feel it when you cross from one to the next,” says Nava.  “Combined with special sound effects that play from the controller, it gives a very realistic sense of touching the surfaces you see in the game. We are very excited by the extra layer of detail the haptics adds to the experience of surfing in Sword of the Sea.” You’re free to explore in any given direction, and hard-to-reach places usually reward you with something appropriate for the time and skill it takes to reach them. However, as you explore, you will discover murals and other environmental elements that keep the story ever-present. A tale of loss and destruction, and trying to find out how you fit into it all is an intriguing thread to follow. Especially since at the end of my session, it was clear that a mysterious character was following me. It appeared to be another wraith, but whoever the pursuer was didn’t give vibes of good intentions.  It’s easy to compare Sword of the Sea to its predecessors, but the game truly feels like an evolution of everything the Giant Squid team has worked on to this point. The game’s sights, sounds, and feel connected me with the land, and I can’t wait to hop on the board again and see what’s really out there.  “Our games have a really recognizable and unique art style, and tell atmospheric stories with their bold color and music,” says Nava. “We start with a feeling, an experience, and a message that we want the player to feel. Really, all our games are all about movement, and how it can connect you with nature and the world in different ways. Sword of the Sea builds on the ideas in all our previous games to create something that is both very Giant Squid and an exciting new adventure.” Looking to reel in more Sword of the Sea details? Check out the latest trailer and more details from State of Play. More from June’s State of Play State of Play June 2025: all announcements, trailers  #sword #sea #handson #report

Outlets 8, Conghua | © Wu Siming In the landscape of contemporary Chinese urbanism, few typologies encapsulate the contradictions of late-capitalist development more vividly than the pseudo-European commercial complex. These replicated enclaves, constructed en masse in the early 2000s, were once marketed as symbols of international sophistication. Over time, however, many were abandoned, becoming architectural vestiges of speculative urbanism. Outlets 8 in Conghua, Guangzhou, is one such project that has undergone a radical architectural reinterpretation. Originally completed in 2018 but long dormant, it has been reimagined by E Plus Design in collaboration with URBANUS/LXD Studio. Through a precise, light-touch intervention, the project avoids wholesale demolition and reprograms space through color, rhythm, and landscape strategy. Outlets 8, Conghua Technical Information Architects1-14: E Plus Design Central Plaza Design: URBANUS / LXD Studio Location: Conghua District, Guangzhou, China Gross Area: 80,882 m2 | 870,000 Sq. Ft. Project Years: 2022 – 2023 Photographs: © Wu Siming This approach is like a contemporary remix of classical music. The four blocks correspond to four movements. Without extensive demolition or altering the European-style architectural rhythm, we reinterpreted the emotional tones, chords, and cadenzas. Through a blend of color and modern gestures, the outdated and disproportionate ‘faux-antique’ complex has been reorchestrated into a contemporary architectural symphony. – Li Fu, Chief Architect at E Plus Design Outlets 8, Conghua Photographs Aerial View | © Wu Siming © Wu Siming © Wu Siming © Wu Siming © Wu Siming © Wu Siming © Wu Siming © Chen Liang Liu Shan © Chen Liang Liu Shan © Chen Liang Liu Shan Outlets 8 Context and Typological Challenge Outlets 8 was initially conceived as a 110,000-square-meter faux-European outlet village. Despite its scale and investment, it struggled to resonate with local cultural dynamics and remained idle. The typology itself, rooted in nostalgic mimicry, was already facing obsolescence. The challenge, then, was not only architectural but also conceptual: how to resuscitate a typology that had become both spatially and culturally inert. The design team chose a strategy of minimal physical intervention coupled with maximal perceptual impact. Rather than demolish or drastically reconstruct, they aimed to re-signify the existing structures. This approach reflects a growing trend in urban renewal across China, where sustainability, cost-efficiency, and cultural specificity take precedence over spectacle. Spatial Transformation Through Chromatic Reprogramming After | © Wu Siming Before | Original Facade, © E+ At the intervention’s core is using color as a spatial and psychological agent. The ornament-heavy facades were stripped of their polychromatic excess and repainted in low-saturation hues. This chromatic cleansing revealed the formal rhythms of the architecture beneath. By doing so, the design avoids mimicry and opts for abstraction, reintroducing clarity to the site’s visual language. The design framework is structured as a musical metaphor, with each of the four blocks conceived as a separate movement in a visual symphony. The street-facing facades, now unified through a golden “variation,” establish a new urban frontage that is both legible and symbolically rich. A ribbon-like golden band traces across the main elevations, creating continuity and contrast between old and new volumes. In contrast, the sports block adopts a cooler, blue-toned palette, offering a different spatial and functional rhythm. New architectural insertions are rendered in transparent materials, signaling temporal and programmatic distinctions. At the center, the elliptical plaza becomes a spatial crescendo, defined by a sculptural intervention inspired by Roman aqueducts. This feature functions as a landmark and a temporal break, juxtaposing historical references with performative landscape elements. Rewriting Landscape as Urban Ecology After | © Wu Siming Before | Original Facade, © E+ Water, derived from the nearby Liuxi River, serves as the thematic and material backbone of the landscape design. Its integration is not symbolic but functional. Water flows through constructed channels, interactive fountains, and sculptural cascades that encourage observation and participation. These elements create a multisensory environment that enhances the spatial experience while reinforcing ecological awareness. The planting strategy emphasizes native species capable of withstanding Guangzhou’s subtropical climate. The design maximizes greenery wherever regulatory conditions allow, particularly along the main entrance, central corridors, and arcaded walkways. The result is a layered landscape that balances visual density with ecological resilience. Integrating landscape and architecture as a singular design operation, the project shifts away from ornamental greening toward environmental synthesis. This approach foregrounds interaction and immersion, aligning with broader shifts in landscape architecture toward performative and participatory ecologies. Programmatic Rebirth and Urban Implications After | © Wu Siming Before | Original Facade, © E+ Beyond formal and material considerations, the project redefines the programmatic potential of large-scale retail environments. Positioned as a “micro-vacation” destination, Outlets 8 is a hybrid typology. It combines retail, leisure, and outdoor experience within a cohesive spatial narrative. This reprogramming responds to changing patterns of consumption and leisure in Chinese cities, particularly among younger demographics seeking experiential value over transactional efficiency. Statistical metrics underscore the project’s social impact. In its first nine days, the outlet attracted over half a million visitors and became a trending location across multiple digital platforms. While not the focus of architectural critique, these figures reflect a successful alignment between spatial renewal and public resonance. More importantly, the project offers a replicable model for dealing with the vast inventory of misaligned commercial developments across China. The intervention avoids nostalgia and cynicism by foregrounding perceptual clarity, ecological integration, and cultural recontextualization. Instead, it offers a clear path forward for reimagining the built remnants of a prior urban paradigm. Outlets 8, Conghua Plans Elevations | © E Plus Design Floor Plan | © E Plus Design Floor Plan | © E Plus Design Floor Plan | © E Plus Design Floor Plan | © E Plus Design Sections | © E Plus Design Outlets 8, Conghua Image Gallery About E Plus Design E Plus Design is a multidisciplinary architecture studio based in Shenzhen, China, known for its innovative approaches to urban renewal, adaptive reuse, and large-scale public space transformations. The firm emphasizes minimal intervention strategies, spatial clarity, and contextual sensitivity, often working at the intersection of architecture, landscape, and urban design to create integrated environments that are both socially responsive and experientially rich. Credits and Additional Notes Chief Design Consultant: Liu Xiaodu Master Plan, Architecture, and Landscape Schemes: E Plus Design Lead Architects: Li Fu, Coco Zhou Project Managers: Guo Sibo, Huang Haifeng Architectural Design Team: Wang Junli, Zhang Yan, Cai Yidie, Zhu Meng, Lin Zhaomei, Li Geng, Stephane Anil Mamode, Liu Shan, Zhou Yubo Central Plaza Design: URBANUS / LXD Studio Architect of Central Plaza: Liu Xiaodu Project Manager: Li An’hong Facade Design: Song Baolin, Li Minggang Lighting Design: Fang Yuhui Lighting Consultant: Han Du Associates Client: Guangzhou Outlets 8 Commercial Management Co., Ltd. Client Design Management Team: Yin Mingyue, Zhao Xiong Landscape Area: 29,100 m² Chief Landscape Architect: Gao Yan Project Manager: Zhang Yufeng Landscape Design Team: Yu Xiaolei, Li Zhaozhan, Liu Chenghua Landscape Construction Drawings: E Plus Design Project Manager: Wang Bin Design Team: Wang Bin. Huang Jinxiong. Li GenStructural Design Team: Wang Kaiming, Yang Helin, Wu Xingwei, Zhuang Dengfa Electrical Design Team: Sun Wei, Yang Ying Interior Design Concept Design: Shenzhen Juanshi Design Co., Ltd. Chief Interior Designer: Feng Feifan Project Manager: Liu Hongwei Design Team: Niu Jingxian, Shi Meitao Construction Drawings: Shenzhen Shiye Design Co., Ltd. Project Manager: Shen Kaizhen Design Team: Yao Yijian, Yang Hao, Liu Chen Wayfinding Design Studio: Hexi Brand Design Co., Ltd. Curtain Wall Design Firm: Positive Attitude Group #outlets #conghua #plus #design #chromatic

Small sectional sofasare just the right seating solution for those with cramped spaces who recognize that it’s not humanly possible to get cozy on a loveseat. “A sectional can give you that maxed-out seating and help the room feel like a cozy nook, not a cramped back office,” says designer Caroline Burke of Anna Burke Interiors.Though sectionals in all their long configurations can feel counterintuitive for small spaces, designer Ashley Darryl says the opposite is often true. “Sometimes using several small pieces can make a room feel cluttered,” says of the sofa-chair-table cluster that’s become de rigueur in living rooms. Whether your goal is to fit the whole family for movie night or just successfully stretch out completely solo, the right-size sectional can transform a cramped room in unexpected ways.“Typically, sectionals can double your seating,” notes AD100 interior designer Victoria Hagan, and author of Live Now. Burke agrees, adding that choosing a piece with a low back and arms can “help a small room not feel engulfed by a piece of furniture.”To help with your seating journey, we pulled together our favorite sectionals for small spaces—from bouclé beauties to rawhide leather configurations. Read up on some common seating FAQs below, answered by designers, as well.Our Top Picks for the Best Small Sectional SofasBest Leather Option: Castlery Jonathan Leather Side Chaise Sofa, Best Upholstered Sofa: Vesgantti Modular Sectional Sofa, Best Sleeper Sofa: Pottery Barn Shasta Reversible Chaise Sleeper Sectional, For Sculptural Seating: AllModern Anson Modular Sectional, For Iconic Design: Herman Miller Luva Modular Sectional, For a Modular Arrangement: Burrow Range 3-Piece Sectional Lounger, In This ArticleBest Leather OptionCastlery Jonathan Leather Side Chaise SectionalSpecsDimensions: 27.6"H x 84.3"W x 94.1"Dand 39.4"DSeat Depth: 24.4"Materials: Top grain leather, veneer lumber, and plywoodCare: Wipe clean with dry clothAD commerce director Rachel Fletcher has adored this modular sectional since 2022, reviewing it as “modern, minimalist, and tasteful,” pet-friendly, and a powerful design moment for your living room. This modular sectional includes a versatile chaise lounge so you can expand your sectional or split it up when you move.Best Budget SofaWade Logan Fultonham 6-Piece Upholstered SectionalSpecsDimensions: 27.6"H x 84.3"W x 94.1"Dand 39.4"DSeat Depth: 24.4"Materials: Top grain leather, veneer lumber, and plywoodCare: Wipe clean with dry clothOkay, yes, six pieces seem like a lot for a small sectional sofa. But keep in mind that you can mix-and-match elements, turning some into cozy reading chairs and connecting others into larger lounge spaces. We love the taller back cushions on this blocky option which ensure that you aren’t slouching your way through your next movie marathon.Best Upholstered SofaVesgantti Modular Sectional SofaSpecsDimensions: 60"D x 108"W x 35.5"HSeat Depth: 26"Materials: Wood, foam fill, chenille upholsteryCare: Wipe clean with dry clothReviews of this Amazon sectional tout the benefits of durable-feeling upholstery and easy assembly. Sure, 108 inches may seem large for small spaces, but that’s only if you format this sofa as a three-seater. A modular makeup ensures that you can move each piece around to best suit your living room. As an added bonus, this sofa comes ready with two sets of legs at varying heights, so you can decide how low to the ground you want to be.For Sculptural SeatingAllModern Anson Modular SectionalSpecsDimensions: 32.5''H x 100.75''W x 61.25''DSeat Depth: Not listedMaterials: Wood, foam, synthetic fiber fill, polyester upholsteryCare: Spot clean with dry, solvent-based cleanerWith a curved, high back that draws you in like a hug, and slim lumbar pillows for added back support, All Modern’s Anson sectional takes the best elements of sculptural furniture and makes them compatible with small space living. Available in three upholstery colors and the option of chaise sides, this sectional sofa is an ideal happy medium between sink-in cozy texture and statement-worthy design.Best Sleeper SofaPottery Barn Shasta Reversible Chaise Sleeper SectionalSpecsDimensions: 83.5"W x 59"D x 35"HSeat Depth: 29.5"Materials: Solid rubberwood frame, polyester-wrapped cushions, innerspring mattress,Care: Blot spills immediately with a clean, colorfast towel or sponge, vacuum cushions regularlyHosting guests in a small space requires some compromise, but any consummate host knows that good hospitality doesn’t come in the form of a saggy air mattress. Instead, this sleek sofa folds out into a queen-sized bed, accommodating your guests comfortably without taking up too much additional space. All-white can be dicey for any highly trafficked piece of furniture, but the sofa also comes in a range of hardier fabrics like basketweave, tweed, and velvet in all sorts of rich colors. Buyers even have the option to add storage in the chaise.Best Velvet OptionArticle Abisko Velvet SectionalSpecsDimensions: 28"H x 94.5"W x 63.5"DSeat Depth: 25"Materials: Frame: kiln-dried solid larch, plywood, brushed aluminum; Filling: high-density foam, polyester fiber; Fabric: 100% polyesterCare: Blot stains with a dry clothThe best-selling Sven sectional from Article is made even more beautiful by colorful, performance velvet upholstery. Suitable for those with little ones and pets running around, the fabric is non-absorptive, meaning spills and crumbs won’t stay embedded in its weave. Two orientations—chaise and L-shaped—allow you to Tetris its silhouette into your space as you see fit.For Cloudlike UpholsteryWest Elm Harmony Modular Chaise SectionalSpecsDimensions: 86"W x 62"D x 37"HSeat Depth: 23"Materials: Engineered hardwood frame, fiber-wrapped high-density polyurethane foam, high-gauge sinuous springs, upholsteryCare: Blot spills immediately with a clean, colorfast towel; spot clean with a damp cloth or spongeWith a seat depth of 23 inches, this is the ideal small sectional for sinking in and getting cozy. A multitude of pillows allows for added comfort, while the chaise seat lets at least one person on the end stretch their legs out. Rather than simply make this sofa smaller or more narrow, the entire size has also been scaled down to look proportional without sacrificing style in smaller living rooms.For a Thoroughly Modern SilhouetteDesign Within Reach Pastille Sectional ChaiseSpecsDimensions: 57"D x 80"W x 32"HSeat Depth: 23"Materials: Steel-reinforced plywood frame, high-density, high-resiliency foam cushions, memory foam toppers, fabric or leather upholsteryCare: Spot cleanThe Pastille Sectional with an included chaise is an appropriate ode to the British candy, combining clean lines with cheerful colorways. Designed by Hlynur Atlason, this lounge sofa features a low seat, for not only cramped quarters, but low-ceilinged ones, too. And thanks to the lightness of the design, this sofa will also never look too heavy or oversized for your living room.For an Artpiece SofaHerman Miller Luva Modular SectionalSpecsDimensions: 61.5"D x 78.25"W x 40.75"HSeat Depth: 51.5"Materials: Steel frame, layered foam, fabric or leather upholsteryCare: Spot cleanSmall in stature but never short on personality, the Luva modular sectional has a squishy texture and a cartoonish shape. Available in a two and three seater configuration and countless upholstery options, this versatile 78-inch sectional would feel right at home in a basement or a reading corner in need of some verve. It’s certainly a splurge, but for the iconic Herman Miller name, plus full assembly included in the price tag, it’s an investment that we imagine will hold up nicely over time.For a Modular ArrangementBurrow Range 3-Piece Sectional LoungerSpecsDimensions: 28"H x 62"W x 60.5"DSeat Depth: 21"Materials: Bent plywood frame, medium-density foam, shredded fill, fiber wadding, basketweave or velvet upholsteryCare: Water and bleach solutionInstead of opting for a giant L-shaped sectional that will take up the entire room, aim for something with a smaller footprint. Available in performance fabric and three leg finishes, this sectional couch is ideal for a tiny living space and a major upgrade from a smaller loveseat thanks to the chaise addition. While not an official fold-out sleeper sofa, the back cushions flop back to give you enough space should you be inclined to nap. Contributor David Kaufman, who tested it out for us, calls it “a great starter sofa for a first home or apartment that you won’t have to send to a landfill when you’re ready to move.”For Some TextureUrban Outfitters Macy Modular SofaSpecsDimensions: 30"H x 40"W x 40"DSeat Depth: Not listedMaterials: Polyester, plywood, pine woodCare: Spot cleanThis one is like a “choose your own adventure” in sofa form. Buy each piece separately to create the perfect sectional for your space. Corner chairs, seats with arms, seats without arms, an ottoman—you’ve got options. The ribbed corduroy is a throwback to college-dorm days.For Low-to-the-Ground LeatherArticle Cigar Rawhide Tan Reversible SectionalSpecsDimensions: 26"H x 92"W x 94"DSeat Depth: 27"Materials: Frame: kiln-dried solid pine, MDF, rubberwood; Filling: high-density foam, polyester fiber, duck feathers; Leather: 100% top grain, full-aniline Italian pull-up leatherCare: Wipe with a damp clothThe reversible chaise makes this sectional super versatile—meaning there’s a good chance it’ll fit right into your next space too. Low profile in silhouette and minimalist in style, the smooth leather texture carries this design’s personality while keeping things sturdy for movie nights. And while it may not be a sofa bed, don’t let anyone dissuade you from a full night’s snooze.Best sectionals for small spaces FAQs:What features should I look for in a sectional for small living rooms?Modular furniture—any sectional that comes in several parts so you can adjust your sofa to suit the configurations—is built with flexibility in mind, making it the ideal contender for a small living space. We have tested and loved Castlery modular sofas, but a search for modular sectional should give you plenty of other options. A room tight on space can benefit from couches with storage, like those from Albany Park. Now you’ll be able to minimize the clutter and extra blankets by stowing them underneath your seat.How do I arrange a sectional in a small space?Don’t fall for the tiniest sectional you can find, but rather invest in something well-made—it plays a big part in your living room, after all. While it may seem counterintuitive, Nashville interior designer Amanda Khouri says, “Filling a small room with small furniture can make it feel…well, smaller.”Designer Alicia Murphy used a sectional in the living room of a teensy trailer she converted into a plush family getaway in Montauk, New York, for this very reason: “If you use a corner sectional rather than a sofa and chair, you most likely will add seating for two or three more people,” Murphy explains, noting that the alternative prevents you from having about 36 inches of dead space in the corner.” #small #sectional #sofas #that #are