Timberland reimagines its iconic boat shoe as a cultural catalyst, anchoring a Shanghai pop-up that blends nautical heritage with urban lifestyle. Through immersive storytelling, editorial collaborations, and interactive design, the activation shifts product into experience. It’s a clear example of how physical retail can move beyond display, creating emotional connection, community engagement, and a living brand world consumers actively step into.

Lavazza x Moschino bring playful Italian flair to Shanghai with the “Espresso Your Style” pop-up. Set on Anfu Road, the immersive café merges fashion, design, and aroma through cloud-filled spaces, co-branded drinks, and limited-edition merch. From Blue Coconut Light Cloud Coffee to a sky-high photo zone, every detail celebrates creativity, connection, and expressive style—where coffee becomes culture and everyday rituals turn into immersive storytelling.

Champion took flight in Shanghai with a bold weekend pop-up at No. 193 Anfu Road. Inspired by its “Flying Wings” heritage, the immersive space reimagined sport, style, and movement through retro motifs, racing and ballet aesthetics, and hands-on workshops. Visitors stepped into a world where fashion broke boundaries, sneakers became art, and identity flew free. The result? A cultural moment that fused retail theatre with real community energy, championing creativity at every

SDD25/07_05: Zara’s latest collaboration with Butterbear brings a whimsical and heartwarming retail experience to life at the Shanghai Anfu Road pop-up store. This limited-time space blends playful visual merchandising, immersive storytelling, and interactive design, creating a shopping experience that feels more like stepping into a charming, nostalgic world. The Butterbear for Zara collection is available both online and in select Zara stores, including Chengdu Taikoo Li an

SDD24/49_01: Step into Diptyque’s Felt Wonderland by Lucy Sparrow, a magical fusion of artistry and immersive retail design that redefines festive shopping experiences. At the heart of this activation is a striking felt installation, adorned with golden stitches cascading like ribbons, radiating warmth and whimsy. This enchanting centrepiece transforms the space into a cozy winter retreat, inviting visitors to explore a world of softness and festive charm. From fir trees to c

SDD24/48_05: Zara has brought the magic of winter to life with its stunning Zara Ski collection, showcased at a limited-time pop-up store on Anfu Road, Shanghai. This immersive space is designed to brighten the season with vibrant colors and a dazzling snowy landscape, creating a chic yet playful atmosphere that celebrates the joy of skiing. Located at No. 2, Lane 298, Anfu Road, the pop-up invites visitors to explore Zara's latest skiing series while enjoying interactive ins

SDD24/44_04: UGG has transformed Shanghai’s Anfu Road into an autumn haven, inviting locals and visitors alike to embrace the season with flair. This engaging pop-up features vibrant art installations, including giant UGG boots and playful bear sculptures, creating a lively backdrop for exploring UGG’s seasonal collections. Each visual detail contributes to a "Hi" experience, with interactive "Hi spots" scattered along the street for spontaneous photo opportunities that captu

SDD24/39_05: The limited-time Harry Lambert for Zara experience in Shanghai invites consumers into the vibrant world of renowned fashion stylist Harry Lambert. Located at No. 2, Lane 298, Anfu Road, the space encourages visitors to explore and unleash their colourful imagination through interactive displays and creative installations, offering a unique and playful fashion experience. Pictures and videos courtesy of Zara.