ATT 4 FUN

ATT 4 FUN is a shopping, dining, entertainment, and lifestyle complex in Taipei's Xinyi Planning District. It opened on August 29, 2011, after the building was extensively refurbished and repositioned from the former New York New York Shopping Center. The name is built around the idea of being attractive: “ATT” is associated with “attractive,” while “4” is used as a homophone for “for.” The four represents the complex's intended activity areas—fashion, cultural and creative activity, entertainment, and food—while “FUN” expresses the aim of combining shopping with eating, drinking, recreation, performances, and other leisure experiences. The site occupies a prominent position within one of Taipei's best-known commercial and tourism districts, near Taipei 101, Taipei Nan Shan Plaza, Taipei Xinyi Vieshow Studios, and major pedestrian and transport connections. Its strategy differs from that of a conventional department store by treating the building as a multi-purpose destination. In addition to international fashion labels, the complex has hosted American and Japanese street-fashion brands, lifestyle and design-oriented tenants, themed restaurants, bars, and cultural or entertainment venues. This mix gives the property a positioning that sits between a shopping mall, an urban leisure center, and an event destination. A key component is ATT Show Box, a group-operated performance and event venue located on the seventh and eighth floors. The main seventh-floor hall was designed for concerts, exhibitions, arts programming, and other large-format events. According to the referenced description, it covers approximately 3,300 square meters, has a ceiling height of about nine meters, and can accommodate more than 2,000 spectators. A vehicle lift allows cars and equipment to enter and leave the venue, supporting exhibitions and production-intensive performances. The venue extends ATT 4 FUN's role beyond retail and helps connect the property with Taiwan's live-entertainment and cultural-creation sectors. The complex also developed themed food and lifestyle concepts. In September 2014, its fourth floor introduced Dream Dessert Paradise, a dedicated dessert area planned around an Alice in Wonderland-inspired environment by a Japanese spatial-design team. The concept converted an entire mall floor into a dessert-focused destination and was described in the reference material as a first of its kind in Taiwan. It illustrates ATT 4 FUN's broader use of themed environments and food experiences to generate visits independently of conventional shopping. ATT 4 FUN is part of the dense commercial ecosystem of Xinyi District, where shopping, cinemas, offices, hotels, cultural attractions, and landmark architecture reinforce one another. Skybridges reportedly connect its second floor with Taipei Xinyi Vieshow Studios, Taipei Nan Shan Plaza, and Taipei 101, improving pedestrian integration with neighboring destinations. The available reference material does not identify a founder, legal owner, current executives, or a confirmed current operating status. It also does not establish a separately reported brand portfolio beyond the ATT Show Box venue and the mall's tenant and experiential concepts.

The building now occupied by ATT 4 FUN previously operated as the New York New York Shopping Center. That earlier center opened in March 2000, but its operation was discontinued in August 2010 after reported cumulative losses of NT$1.8 billion over the period following its opening. The property was then closed for refurbishment and repositioning. The redevelopment produced ATT 4 FUN, which opened on August 29, 2011. Rather than continuing as a conventional shopping center, the new concept was organized around four connected activity areas: fashion, cultural and creative content, entertainment, and food. The name combines “ATT,” referring to attractiveness, with the number “4,” used for “for,” and “FUN,” signaling a leisure-oriented experience that extends beyond purchasing goods. After reopening, the complex brought together international fashion labels, American and Japanese street-fashion brands, lifestyle and design tenants, themed restaurants, bars, and entertainment facilities. Its location in Taipei's Xinyi Planning District supported a destination strategy built around proximity to Taipei 101, cinemas, offices, hotels, and other major visitor attractions. Skybridges connected the mall's second floor with Taipei Xinyi Vieshow Studios, Taipei Nan Shan Plaza, and Taipei 101, linking ATT 4 FUN to the wider pedestrian network of the district. Entertainment became an important part of the property's identity through ATT Show Box, a group-operated venue situated on the seventh and eighth floors. The main hall on the seventh floor was designed for concerts, exhibitions, pop-music events, and art performances. It was described as covering about 3,300 square meters, with a ceiling approximately nine meters high and seating for more than 2,000 people. A vehicle lift was incorporated so that cars, staging equipment, and exhibition materials could enter and exit the venue, making it suitable for events requiring substantial production infrastructure. The complex expanded its themed food offer in September 2014 with Dream Dessert Paradise on the fourth floor. Planned by a Japanese spatial-design team around an Alice in Wonderland theme, the project turned a complete mall floor into a dessert-oriented destination. Its format reflected ATT 4 FUN's effort to make food, design, and photo-friendly environments central attractions rather than secondary services for shoppers. The reference material reports that annual revenue exceeded NT$5 billion in 2016, although the available material does not provide a separate primary financial filing or a current financial profile. No reliable information in the supplied sources identifies ATT 4 FUN's founder, current executives, legal owner, parent company, or present operating status. The available evidence supports describing it as a Taipei shopping and entertainment complex whose proposition is based on the integration of retail, food, leisure, cultural activity, and live events.

• 2016

  Reported annual revenue exceeds NT$5 billion

  [1]ATT 4 FUNen.wikipedia.org

  The referenced encyclopedia material reports annual revenue above NT$5 billion for the year, but does not provide a separate financial filing in the supplied sources.

• 2014

  Dream Dessert Paradise launches

  [1]ATT 4 FUNen.wikipedia.org

  A themed dessert destination opens on the fourth floor in September, using an Alice in Wonderland-inspired design.

• 2011

  ATT 4 FUN opens

  [1]ATT 4 FUNen.wikipedia.org

  The refurbished complex opens on August 29 with fashion, food, lifestyle, entertainment, and cultural offerings.

• 2010

  Former shopping center closes for refurbishment

  [1]ATT 4 FUNen.wikipedia.org

  The property closes in August for redevelopment and repositioning after reported accumulated losses at the former operation.

• 2000

  Former New York New York Shopping Center opens

  [1]ATT 4 FUNen.wikipedia.org

  The building later used by ATT 4 FUN begins operating as the New York New York Shopping Center in Taipei's Xinyi area.

An urban lifestyle and entertainment destination that combines fashion shopping, food, themed experiences, cultural programming, and live events in Taipei's Xinyi commercial district.

• Shopping mall · 2011

  ATT 4 FUN shopping complex

  The core offering is a multi-level shopping and lifestyle complex in Taipei's Xinyi Planning District. It combines international fashion, American and Japanese street-fashion, lifestyle-design, dining, bar, and entertainment tenants. Its destination model emphasizes spending time in the property through food, leisure, themed environments, and events as well as through conventional retail shopping.

• Live entertainment and events venue · 2011

  ATT Show Box

  ATT Show Box is a group-operated performance and exhibition venue on the seventh and eighth floors of the complex. Its main hall was designed for pop-music performances, art events, exhibitions, and other large productions. The venue is described as having approximately 3,300 square meters of space, a nine-meter ceiling, more than 2,000 spectator seats, and a vehicle lift for moving cars and production equipment.

• Themed food and dessert destination · 2014

  Dream Dessert Paradise

  Dream Dessert Paradise was a fourth-floor dessert-focused concept introduced in September 2014. Its environment was designed by a Japanese spatial-design team with an Alice in Wonderland theme. The format dedicated an entire mall floor to dessert businesses and immersive design, making the food area a destination in its own right.

• 2014

  Creation of a dedicated themed dessert floorProduct launch

  Background

  ATT 4 FUN sought to strengthen food and experiential visitation within its mixed-use mall concept.

  Action taken

  It opened Dream Dessert Paradise on the fourth floor, using an Alice in Wonderland-inspired environment and concentrating dessert-oriented businesses across the entire level.

  Aftermath

  The project added a highly themed food and design attraction to the complex and was described as an unprecedented whole-floor dessert format in Taiwan.

  Source

• 2010

  Redevelopment and repositioning of the former shopping centerStrategy

  Background

  The previous New York New York Shopping Center operation was closed in August 2010 after reported cumulative losses and a decision to refurbish and rethink the property.

  Action taken

  The building was redeveloped and relaunched as ATT 4 FUN, with a broader mix spanning fashion, cultural and creative activity, entertainment, dining, and lifestyle experiences.

  Aftermath

  The new concept opened on August 29, 2011 and established the property as a combined retail, food, entertainment, and event destination.

  Source

• 2014

  Dream Dessert Paradise launches on the fourth floor[1]ATT 4 FUNen.wikipedia.org

  Product launch

  ATT 4 FUN introduced an Alice in Wonderland-themed dessert destination in September 2014. The project was designed by a Japanese space-design team and used an entire mall floor for dessert-focused retail and dining.

• 2011

  ATT 4 FUN opens after redevelopment of the former New York New York Shopping Center[1]ATT 4 FUNen.wikipedia.org

  Other

  The refurbished Xinyi District property reopened under the ATT 4 FUN name on August 29, 2011, introducing a combination of fashion retail, restaurants, lifestyle concepts, entertainment, and performance facilities.

1. 1ATT 4 FUNen.wikipedia.org
2. 2ATT 4 FUN official websiteatt4fun.com.tw