Fendi Best Friend Forever Pop-Up Space, Wukang Road Shanghai China.

SDD26/02_04:

From Product to Place:

How Fendi Translates New Year Storytelling into Physical Experience

Fendi unveils an immersive New Year pop-up on Shanghai’s iconic Wukang Road, transforming a heritage streetscape into a festive, story-led brand world. Framed as the “Fendi BFF’s cabin,” the experience invites visitors to step into a warm, celebratory setting designed for gathering, reflection and shared moments. Rather than functioning as a conventional retail space, the pop-up operates as a social and emotional hub, where the act of coming together becomes central to the brand narrative.

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