ASICS turned walking into a four-stage video game. Its Chengdu pop-up builds an entire urban streetscape around the new GEL-PHAI Z, splitting the journey into an Energy Station, a Photography Booth, a Paced Research Institute, and a Teamwork Game Center. By building around walking, not running, ASICS found the one action requiring no skill or training to join — and made an everyday habit feel worth showing up for.

Givenchy Beauty has unveiled the "L’Interdit Subway Station" in Xiamen, a national premiere that transforms the mall atrium into a crimson-hued Paris Metro hub. Featuring a striking red train carriage, a gamified "Fragrance Stamp Map," and bespoke makeup artistry, the pop-up moves beyond traditional retail into immersive storytelling. By ritualising discovery with commemorative tickets and high-dwell-time stations, Givenchy creates a transportive fragrance journey.

Burberry’s pop-up at MixC Shenzhen Bay transforms outerwear retail into an immersive brand world. Anchored by a reimagined Burberry clock as a sculptural centrepiece, the space blends heritage, craftsmanship, and contemporary experience. Product, culture, and participation come together through tactile materials, Lunar New Year storytelling, and moments of hospitality, showing how physical retail can build emotion, meaning, and modern brand relevance beyond the transaction.

Karl Lagerfeld’s “Future Realm” pop-up at Shenzhen MixC transforms the Grand Atrium into an immersive journey through fashion’s past and future. Visitors explore three zones—the Tweed Corridor, IKONIK Exhibition, and Creative Studio—each reinterpreting Karl’s timeless codes through futuristic design, digital displays, and interactive moments. A tribute to his visionary legacy, the space blurs art, fashion, and innovation, celebrating creativity that transcends time.

Fenty Beauty by Rihanna just landed in Mainland China with a bang. Its first concept store, Fenty Beauty Future Planet, opens in Shenzhen’s Mixc World, an immersive, cyber-glam space fusing metallic textures, digital interactivity, and bold self-expression. From a 50-shade foundation matrix to virtual avatar creation, it’s a playground for beauty without boundaries. A powerful retail statement celebrating inclusivity, tech-driven storytelling, and Rihanna’s fearless vision of

SDD25/17_02: Roger Vivier’s Un Air de Paris pop-up is a masterclass in experiential retail, transforming a shopping space into a portal to the romantic streets of Paris. Blending French architectural elegance with natural materials, the space is designed to immerse visitors in a sensory journey. Carved wall panels, vintage wallpaper, and soft, shifting light create a dreamlike environment where shoppers can wander through a modern interpretation of Parisian charm. This theatr

SDD25/16_03: Longchamp has unveiled its most immersive retail experience yet with Longchamp Garden 4.0, now open at Shenzhen MixC. As part of the brand’s National Garden Tour, this activation transforms the High Street T-junction into a lush, nature-inspired world of fashion and fantasy. Visitors are greeted by vibrant green landscaping, playful scarecrows, oversized bamboo bags, and whimsical windmill stalls, all designed to draw people into the brand’s story. A highlight of

SDD25/12_05: Tod's has unveiled its Italian Summer limited-time pop-up, bringing the effortless elegance of the Côte d'Azur to an urban setting. Inspired by the warmth and vibrancy of a Mediterranean escape, the space is defined by a crisp white and sunlit orange palette, evoking the charm of Italian summers. Linear design elements enhance visual depth, creating an open, airy atmosphere that reflects the relaxed coastal lifestyle. The latest collection is thoughtfully display

SDD25/08_02: Miu Miu is redefining experiential retail with its latest "Gymnasium" series pop-up store at Hangzhou MixC. The space merges sports aesthetics with high fashion, featuring wood-coloured display racks and soft lighting that create a warm, contemporary ambiance. The collection highlights a contrast of wide and short silhouettes, incorporating Plume, Tyre, and Gymnasium sneakers, as well as the debut of the new Boxeaur shoes. Complementing this, the Miu Miu Custom W

SDD24/43_04: Hermès has unveiled its newly opened store in Shenzhen's MixC, blending the brand's timeless aesthetic heritage with the vibrant energy of the city. This store is a testament to the creative synergy between Hermès’ rich design tradition and Shenzhen’s innovative spirit, resulting in a space that feels both classic and contemporary. The store’s design concept draws inspiration from Shenzhen's reputation as a hub for cutting-edge innovation. The space features a se

SDD24/37_05: Loro Piana debuts its 'Loro Denim' capsule series with a limited-time pop-up experience store at Hangzhou Mixc, celebrating craftsmanship and innovative denim fabric. Visitors can explore casual elegance through this immersive workshop concept, where the craftsmanship of Loro Piana's innovative denim fabrics is brought to life, offering a tactile experience of luxury. Pictures courtesy of Loro Piana.

SDD24/35_02: The YSL Qixi limited-time flash show at Xiamen MixC's L1 Main Atrium in Fujian offers an exclusive and captivating brand experience. Celebrating Chinese Valentine's Day, this 'Gold and Silver Collision' pop-up space, features limited-edition treasures, making it a must-visit destination. Pictures courtesy of Xiamen MixC.

SDD24/19_04: Discover the innovative pop-up installation by Aesop at Shenzhen Vientiane City in China. This limited-time space showcases...