Acne Studios Turns Its Iconic Pink Packaging Into An Architectural Experience In Shanghai.
A giant pink gift box, an oversized silver ribbon and a retail space that looks as though it has been unwrapped. At Shanghai's iapm mall, Acne Studios takes one of the most recognisable elements of its brand identity and transforms it into something people can physically enter. But beyond the playful architecture, its Pink Treasure Box pop-up offers a compelling lesson in experiential retail: how familiar brand codes can become immersive environments, turning the simple act of shopping into a moment of discovery, anticipation and emotional connection.
When Packaging Becomes Architecture
Created by Acne Studios' creative director Jonny Johansson and his team in collaboration with Swedish design studio Halleröd, the approximately 160-square-metre installation takes inspiration from the brand's signature pink gift boxes. Rather than simply recreating an oversized piece of packaging, the design imagines the moment a present is opened, with enormous angular pink structures appearing to unfold across the shopping centre atrium.
Sculptural silver ribbons, oversized bows and reflective metallic surfaces interrupt the softness of the pink, creating a distinctive architectural language that feels unmistakably Acne Studios.
The decision to leave the structure open is particularly effective. Visible from surrounding walkways and upper floors, the installation operates as a three-dimensional advertisement, turning the architecture itself into a visual invitation.
It's an interesting example of how a brand can use its existing identity to create something genuinely new without losing what makes it recognisable. Pink has long been embedded in Acne Studios' retail environments, while the bow is an established part of its gifting language.
Here, those familiar elements become the physical experience rather than simply decorating it.
The strongest brand experiences don't always need a new idea. Sometimes they need a new way of experiencing an existing one.
The Art Of Turning Shopping Into Discovery
Inside, the experience moves beyond the architectural statement into a carefully considered world of product, objects and playful references. A large advent calendar-inspired display presents the brand's Camero handbags, Canada scarves and Acne Paper alongside metallic bows, miniature objects and a mirrored disco ball. The arrangement feels closer to opening a collection of unexpected presents than browsing a conventional retail fixture. It's a subtle but important distinction. Traditional merchandising is designed to organise products and make purchasing straightforward. Here, the display also creates curiosity, encouraging visitors to look more closely, move between compartments and discover the relationships between fashion, accessories and objects. The installation translates the anticipation associated with receiving a gift into a physical shopping experience, giving the products a narrative beyond their individual function. There's also a clear commercial purpose behind the creative concept. The pop-up offers the first exclusive access to Acne Studios' holiday selection, including the limited-edition Camero Party handbag, printed knitwear, trompe-l'œil denim and seasonal accessories, alongside its wider collections. That combination of distinctive design and product exclusivity gives customers both an emotional reason to visit and a practical reason to shop.
