Louis Vuitton transforms Chengdu’s creative spirit into a sensory playground with “Chengdu, Play.” Blending culture, fragrance, and taste, the pop-up celebrates the launch of the City Guide: Chengdu Edition and Journey to China fragrance series. From Zhai Yongming’s poetic storytelling to immersive scent experiences and local culinary collaborations, the space bridges French luxury with Sichuan artistry—turning exploration, culture, and creativity into one seamless journey.

Berluti brings Parisian charm to Shanghai with the Book and Newspaper Station, a French-style newsstand inside ifc mall. Visitors sip coffee, browse a curated Berluti newspaper, and send postcards blending French elegance with Chinese romance. Every detail—heritage design, sensory touches, and intimate storytelling—transforms the space into an immersive cultural destination. More than a boutique opening, it’s a showcase of how brands turn retail into theatre and lifestyle.

Miu Miu’s Summer Reads returns for its second edition, transforming iconic parks in Beijing, Hong Kong, Milan, Osaka, and Paris into open-air libraries. Guests are invited to slow down, reflect, and read specially designed editions of Simone de Beauvoir’s The Inseparables and Fumiko Enchi’s The Waiting Years. With branded bookmarks, custom dust covers, and city-specific symbols, this global activation is a poetic blend of fashion, literature, and immersive outdoor storytellin

SDD44_06: Hatchards Christmas Tree Installation, St Pancras International Station London.