Celine's Zhangyuan Pop-Up Brings French Riviera Magic to Shanghai
Georgia Wray Norsten — April 11, 2025 — Marketing
References: wwd
Celine's Zhangyuan pop-up is transforming Shanghai into a sun-drenched escape inspired by the charm of the French Riviera. Through May 11, the immersive five-week installation occupies a beautifully restored historic building in Zhangyuan and radiates Saint-Tropez spirit -- right down to the Triomphe-adorned fountain and Mediterranean garden.
This pop-up offers a multi-sensory escape: think lavender honey ice cream, breezy alfresco lounges with Provence-inspired snacks, and a screening room playing iconic 1960s Riviera films. Upstairs, themed rooms -- Dream, Travel, Feel, and Breeze -- guide guests through the Celine summer collection, which includes raffia totes, triangle-shaped bags with pétanque balls, and lifestyle pieces echoing warm-weather sophistication.
With global ambassador Liu Shishi and other celebrities making appearances, this pop-up is a cultural moment. Celine proves once again that fashion is an experience.
Image Credit: Celine
This pop-up offers a multi-sensory escape: think lavender honey ice cream, breezy alfresco lounges with Provence-inspired snacks, and a screening room playing iconic 1960s Riviera films. Upstairs, themed rooms -- Dream, Travel, Feel, and Breeze -- guide guests through the Celine summer collection, which includes raffia totes, triangle-shaped bags with pétanque balls, and lifestyle pieces echoing warm-weather sophistication.
With global ambassador Liu Shishi and other celebrities making appearances, this pop-up is a cultural moment. Celine proves once again that fashion is an experience.
Image Credit: Celine
Trend Themes
1. Multi-sensory Retail Experiences - Brands are crafting immersive environments using scent, taste, and visual elements to enhance shopper engagement and create memorable retail experiences.
2. Cultural Celebrity Collaborations - Fashion brands are leveraging the influence of well-known celebrities to create cultural buzz and deepen their market penetration.
3. Nostalgia-driven Marketing - Companies are capitalizing on consumers' emotional connections to the past by incorporating nostalgic elements into modern marketing campaigns.
Industry Implications
1. Luxury Fashion - The luxury fashion industry is tapping into themed pop-up concepts to provide unique and exclusive brand experiences that attract affluent consumers.
2. Experiential Marketing - Agencies specializing in experiential marketing are finding new opportunities in creating cohesive, interactive brand stories that engage all the senses.
3. Event Management - Event management firms are innovating by curating culturally rich and historically inspired events that captivate and entertain diverse audiences.
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