Global luxury brands such as Gucci, Burberry, Fendi and Bottega Veneta are all using pop-up stores to launch new concepts and show off their omnichannel capabilities in the China market.
For Chinese Valentine’s Day this year, Fendi launched pop-up stores in Beijing and Chengdu to celebrate its newest capsule collection. Along with these pop-up stores, Fendi also set up mini-cafés with tables and plates adorned with his graffiti.
For the upcoming Chinese Valentine’s Day (Qixi Festival), Dior also launched pop-up stores in Chengdu, Beijing and Shenzhen to celebrate its new love-themed Dioramour capsule collection. From June 16 to 29, Burberry set up Animal Kingdom-themed pop-up stores in Shanghai, Shenyang and Nanjing. The stores were designed to show off its newest spring 2020 collection, which included elements of wild animals imprinted onto its products. The stores hosted lime-green statues of giraffes, monkeys, gorillas and birds to reflect the occasion.
The pop-up stores were equipped with augmented reality technology; visitors could scan items in the store and moving images of birds flying around would show up on their smartphone screens.
On July 3, Bottega Veneta unveiled its ‘Invisible Store’ in Shanghai’s ritzy Plaza 66 mall, which is known to house stores from all the major luxury brands. The pop-up store was designed to launch the brand’s pre-fall 2020 collection, which consisted of small leather goods, shoes and eyewear for both men and women.
