Dior rebuilt a runway set, not a retail gimmick. No stamp trail, no café loyalty journey — just a near-exact replica of Jonathan Anderson's Tuileries pool, water lilies blooming across both the architecture and the Lady Dior itself. Compared with China's usual retailtainment playbook, it's proof that a collection launch has a different job: focus, not spectacle for its own sake.

Short Sentence turns a simple tomato into a bold summer language of celebration, transforming MixC World into a sensory street fiesta. A giant tomato newsstand, playful market details and Spanish-inspired rituals blur product, storytelling and place. This activation shows how physical experience, community and narrative design can turn everyday life into shared brand theatre.

Maison Margiela’s "Bianchetto" experience in Shenzhen is a radical lesson in "Open-Source Luxury." As part of the Maison Margiela/folders project, the house invited participants to whitewash their own clothing under the guidance of the Paris atelier team. Featuring OMA-designed scenography and the iconic "blouse blanche" ritual, the event turned deconstruction into a communal performance. By erasure, the brand creates a blank canvas that documents the history of the wearer.

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

YSL Beauty’s latest activation in Shenzhen is a masterclass in immersive beauty retail. To launch its Loveshine LIP Freeze collection, the brand created a high-gloss, pink-silver pop-up filled with giant lipstick sculptures and sensorial product zones. Set inside the massive Uniwalk Qianhai mall, the experience merges texture, performance, and shareability, offering customers more than just a product, but a dazzling, digital-ready moment of beauty immersion.

SDD25/17_03: Wilson has launched a striking Dress Up pop-up shop in Shenzhen’s Vientiane World Time Square, transforming traditional retail into an immersive experience inspired by the form and feel of a tennis ball. The standout feature is a translucent dome structure that echoes the ball’s signature suture lines, guiding visitors through a fluid, design-led space. This architectural approach not only captures the essence of Wilson’s sporting heritage but also elevates the s

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

SDD24/49_04: Gucci has elevated holiday cheer with its festive Gucci Gift window displays, transforming iconic cities like Chengdu, Shenzhen, Los Angeles, New York, London, and Milan into dazzling celebrations of light and style. Each installation reflects the warmth and joy of the season, blending vibrant colors, sparkling details, and Gucci’s iconic Double G elements. From neon-lit cityscapes to the glow of winter evenings, these displays create a unique dialogue with urban

SDD24/45_01: Gucci Beauty is debuting its 'Star Wishing House' at Shenzhen Mixc Time Square, celebrating the holiday season with the global launch of limited-edition makeup products from the Gucci Beauty Wishes Brilliant Holiday collection. Visitors can explore and unlock exclusive items, including the Gucci Colour Velvet Matte Lipstick, Gucci Starry Unlimited Eyeshadow Palette, and Gucci Admiration Star Blush. The 'Star Wishing House' combines the glamour of Gucci’s aestheti

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

SDD24/38_01: Rimowa presents 'The Original One', a limited-time pop-up concept space at Shenzhen Luohu MixC. Featuring a striking art installation by OrangeTerry, it showcases Rimowa's iconic groove design with thousands of meticulously arranged metal pieces, blending classic aesthetics with travel inspiration. Pictures courtesy of Rimowa.

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

SDD24/15_02: Indulge in the Ralph Lauren RL 888 limited-time pop-up space nestled within the 1F atrium of Shenzhen Vientiane City Phase...

SDD24/14_03: Experience the vibrant world of Marni at its exclusive pop-up boutique in the Shenzhen One Avenue Bonjour Center. Visitors...

SDD24/13_02: Discover Diesel's electrifying essence at the brand's limited time pop-up store space in Shenzhen. Embodying the...

SDD24/13_01: Experience the vibrant fusion of art and urban exploration with the brands boke flower art takeover installations. Inspired...

SDD24/11_02: Experience the vibrant allure of Gucci's Ancora offline spaces, which have now pop-up across China in Shanghai, Chengdu,...

SDD24/10_02: Embark on a sensory journey at the exclusive joint pop-up installation space by Charles & Keith and Chinese designer brand...

SDD24/07_05: Step into the enchanting world of the BOSS New Year Series Time Limited Experience Store and Cafe – a cutting-edge pop-up...

SDD49_01: Chanel Wonderland Christmas Pop-Up Installation, Shenzhen China.