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.

Stone Island unveils Prototype Research_Series 09 at Milan Fashion Week, transforming textile innovation into a physical brand experience. Air-blown lamination on knit redefines knitwear as outerwear, combining inflatable lamination, unique colourways and visible construction. A powerful example of how research, process and craft become immersive storytelling in future retail.

Piaget transforms Shanghai’s Zhang Garden into a rich fusion of heritage, craft, and contemporary storytelling. The pop-up exhibition blends Swiss mastery with local culture, showcasing high jewellery and watches in an immersive, artful space. With bold 60s–70s design cues, iconic collections, and a new boutique extension, it becomes a full brand world, proving how luxury retail can inspire, transport, and redefine what physical experience can be.

Burberry brings its British manor-inspired world to the China International Import Expo, transforming a trade booth into an immersive brand experience. The winter collection is showcased through rich storytelling, while Shanghai-exclusive trench coats, jackets and scarves, blend heritage with local relevance. A smart, atmospheric example of how spatial design can elevate identity and create cultural connection.

Labubu celebrates 10 years with The Monsters: Now and Then—an immersive exhibition co-curated by Pop Mart and How2work. Featuring rare sketches and large-scale installations, it traces Labubu’s evolution from collectible to cultural icon. Blending nostalgia, artistry, and storytelling, the experience celebrates creativity, connection, and the enduring power of physical space in bringing brand universes to life.

Diptyque’s Un Air de Paris in Shanghai turns fragrance into a poetic journey. Inspired by 34 Boulevard Saint-Germain, the space blends artisan workshops, sensory gardens, and a botanical café. Visitors explore iconic scents, the high-end “Essence of the Universe” series, and a dialogue between art and nature. By merging French heritage with Chinese culture, the experience transcends retail, becoming a multi-sensory escape where imagination and identity meet.

Dior’s Stories of a Miss transforms the Miss Dior fragrance into an immersive cultural experience at Shanghai’s Fosun Foundation. Six themed spaces blend couture, archives, art, and technology—inviting guests to see, smell, and feel the essence of fearless femininity. Highlights include works by international female artists, interactive scent installations, and a sustainable showcase. More than an exhibition, it’s a masterclass in brand storytelling that fuses heritage, innov

The Nike x LEGO Playroom at Fanatics Fest NYC transformed retail into pure play. Designed by Hotel Creative, it fused Nike’s passion for youth sport with LEGO’s creative spirit. Guests moved from a fiery basketball court with oversized LEGO bricks and design challenges, to a calm blue zone for custom jerseys and minifigure trading cards, all inside a giant glowing Nike shoebox. An immersive, interactive brand world done right.

SDD25/12_04: Louis Vuitton is set to make a bold artistic statement at this year’s Art Basel Hong Kong with an immersive exhibition dedicated to the legendary Japanese artist Takashi Murakami. Renowned for blending traditional painting techniques with contemporary pop culture, Murakami has been a transformative force in the art world since the 1990s. His long-standing collaboration with Louis Vuitton has redefined the intersection of fashion and fine art, and this latest show

SDD25/10_01: Nike’s return to the Tokyo Marathon Expo after a decade showcased an exceptional blend of immersive retail design and athlete-focused product testing. The activation provided runners with a hands-on experience to discover the perfect footwear, highlighting Nike’s expertise in maximum, responsive, and stable cushioning. By transforming the expo space into an interactive trial zone, Nike created an environment where runners could test shoes in real-time, ensuring p

SDD25/03_02: Hourglass Cosmetics’ Take Over Shanghai exhibition, held at the historic Lanxin Building at Rock Bund Source, provided an immersive experience where beauty and art intertwined. The event celebrated the debut of Red 0, a vegan red hue featured in their new Phantom Volumizing Glossy Balm, with an installation designed in collaboration with renowned artist Andrés Reisinger. Known for his signature pink drapery, Reisinger transformed the space with bold red tones, br

SDD25/01_02: Canada Goose has unveiled a stunning immersive exhibition at Zhangyuan in Shanghai, inviting visitors to explore its heritage and innovative vision. Located at W1, 280 North Maoming Road, Jing’an District, the experience celebrates the brand's 67-year legacy, tracing its Arctic inspirations and groundbreaking achievements. Visitors are guided through iconic archival pieces and introduced to a new capsule collection, blending exquisite craftsmanship with cutting-e

SDD24/46_01: Burberry has once again captivated audiences at the China International Import Expo, marking its fourth consecutive year of participation. This year’s pavilion is a testament to the brand’s ability to seamlessly blend heritage with modern creativity. Drawing inspiration from traditional British park landscapes, the design sets the stage for showcasing Burberry’s innovative winter collection. The pavilion artfully integrates elements from Burberry’s extensive arch

SDD24/44_03: Shanghai’s Plaza 66 has welcomed Through the Keyhole, Schiaparelli’s debut retail exhibition in Asia. This striking pop-up is helmed by the brand’s creative director, Daniel Roseberry, and showcases Schiaparelli's blend of heritage and modern design in an immersive space that draws visitors into its unique world. Located in the iconic atrium of Plaza 66, this limited-time experience combines Schiaparelli’s ready-to-wear collections with interactive displays that

SDD24/43_01: Tiffany & Co. has once again captivated audiences with its latest IRL concept, presenting the 2024 Tiffany Blue Book High Jewellery collection in Beijing. The autumn collection, titled Tiffany Céleste, showcases the brand’s continued exploration of the universe through the lens of high jewellery, with previous spring and summer pieces also on display. Nathalie Verdeille, Tiffany’s Chief Artistic Officer for Jewellery and High Jewellery, has drawn inspiration from

SDD24/40_04: Barbour has truly captured the essence of heritage design with its 'Icons in Quilting' exhibition in Covent Garden, London. In celebration of 30 years of the iconic Liddesdale jacket, the brand has transformed a Quilted Cube into an interactive showcase. This exhibition not only highlights Barbour's longstanding commitment to craftsmanship but also introduces an exciting collaboration with notable designers and personalities. The exhibition features restored and

SDD24/24_05: Embark on a sensory journey with "The Art of Perfume," Chanel's exclusive tour celebrating the iconic "Chanel No. 5," within MC House in Chengdu. Visitors can dive into personalised fragrance experiences and interactive perfume classes that showcase Chanel's creative brilliance and craftsmanship. Pictures courtesy of MCHouseCN.

SDD24/17_05: The YSL Loveshine Factory in Shanghai goes beyond the conventional exhibition setting, offering a dynamic in-real-life...

SDD24/11_03: Experience the enchanting fusion of art and fashion as Louis Vuitton and Takashi Murakami's iconic Flower Parent and Child...

SDD24/09_01: Immerse in the enchanting world of literature at Le Bon Marché Rive Gauche's latest exhibition, 'Mise En Page', curated by...

SDD24/06_03: Swarovski, brings 'Longyao Jingcai' a month-long exhibition, to Macau at the Venetian in China. The exhibition, located in...

SDD24/04_02: Explore Elevated Style at Maison Margiela's First Class Travel Exhibition in Shanghai's Jincang Mandarin Plaza flagship...

SDD24/02_01: Nestled in a converted old railway station between the Huangpu River and downtown Shanghai, the Start Museum is hosting...

SDD49_06: Cartier 'Time Unlimited' Exhibition Space, Miami Design District USA.

SDD46_06: Roger Vivier 'Les Elements Vivier' Spring Summer 24 Event Space, Shanghai China.

SDD43_02: Louis Vuitton Paris+ Par Art Basel Exhibition, Grand Palais Éphémère.

SDD41_05: Paul Smith 'Stripe, Unfolded' Immersive Exhibition, Harajuku Tokyo.

SDD39_03: Swarovski Masters of Light From Vienna to Shanghai Exhibition, Museum of Contemporary Art Shanghai.

SDD37_02: L'Oreal Youth Code 4.0 Immersive Installation Pop-Up Space, Shankangli Shanghai China.

SDD35_07: La Prairie 'The Cobalt Blue House' Pop-Up Installation Space, SKP Beijing China.

SDD31_02: Delvaux Magritte 125th Anniversary Tribute Pop-Up Interactive Exhibition Space, Beijing SKP China.

SDD29_01: Jo Malone 'Wild Grass' Immersive Exhibition, Shanghai Samet Building China.

SDD25_07: Gucci Visions Exhibition Space, Florence Italy.

SDD23_01: Cartier 'Time Without Boundaries' Pop-Up Experience, Beijing Wangfu Central China.

SDD15_04: Burberry China International Consumer Goods Fair Pop-Up Space, Haikou.

SDD15_03: Dolce & Gabbana China International Consumer Goods Fair Du Gabbana Pop-Up Installation, Haikou.

SDD14_03: Louis Vuitton Horizon Smart Series Pop-Up Exhibition Space, Xiamen MixC Vientiane City China.

SDD14_01: Rimowa Craftland Exhibition Pop-Up Space, Nanjing Station China.

SDD6_02:

SDD6_01:

SDD5_05:

SDD4_03:

SDD4_01:

SDD49_04:

SDD47_07:

SDD46_02:

SDD45_05:

SDD43_07: