Shanghai, known for its lively nightlife, is also an aging metropolis with over 5.4 million elderly residents, making up 1/4 of its total population. However, rapid urbanization and the scarcity of land makes it hard to create new venues for the elderly, and they often find themselves excluded from social and entertainment opportunities. The “Open All Ages” campaign aimed to address this by transforming nightlife venues into morning spaces for the elderly. The objective was to create inclusive, elder-friendly environments utilizing existing urban spaces. This innovative approach attempted to enhance the well-being of the elderly while fostering intergenerational connection. The campaign's goal was not only to provide entertainment but also to integrate the elderly into the city's social fabric, opening Shanghai for all ages.

"Open All Ages" achieved remarkable results, both in terms of social impact and media reach. The campaign led to the participation of over 1,700 venues, providing new social spaces for more than 250,000 elderly residents, and the number is still increasing. This initiative garnered significant media attention, achieving over 3.76 million impressions. The response from the community was overwhelmingly positive, with a noticeable change in behavior and attitude towards the elderly. There was an increase in consumer awareness about the needs and inclusion of the elderly in urban spaces. Businesses such as KFC and Starbucks also introduces discounts for the elderly in the morning. The government's endorsement of the project as an official long-term initiative further underscores its success and the profound change it has brought about in the community's perception and treatment of the elderly.

Rapid urbanization and the pace of modern life in cities like Shanghai have led to a growing disconnect between the elderly and the community. Traditionally, Chinese elderly spend their mornings in activities like Tai Chi, dancing, or playing chess in public parks. As the aging population continues to increase, the need for more elder-friendly spaces increases as well. The "Open All Ages" campaign taps into this cultural norm by repurposing nightlife venues as morning social hubs for these activities.

Shanghai’s identity as ‘Night Shanghai’ is well-known, with its bustling nightlife being a significant aspect of the city’s culture. This campaign cleverly juxtaposes this with 'Morning Shanghai', a concept that is new yet culturally resonant. It addresses the issue of urban space scarcity while respecting the traditional routines of the elderly.

"Open All Ages" is a pioneering concept of time-sharing urban spaces in Shanghai. This campaign transformed nightlife venues, usually closed during mornings, into vibrant social hubs for the elderly. Nightclubs are transformed into elder-friendly spaces such as chess clubs, opera halls and more. For participating venues, we take the business signs as our media spots, replacing traditional “OPEN / CLOSE” sign with “OPEN All Ages” sign, and take this unique visual to public transportation, elder compound posters, and building LED screens. This initiative not only optimized the use of urban spaces but also addressed the social exclusion of the elderly population. While young people enjoy the city's nightlife, the elderly can enjoy similar social experiences in these very spaces, but at a different time.