Biotherm at New World Daimaru Department Store — Biotherm Skin Relief General Store (2022)

A department store atrium in central Shanghai hosted Biotherm's immersive pop-up, a six-stop route through a skincare repair routine.

The venue

New World Daimaru is a department store on the Nanjing East Road retail strip in central Shanghai. Its central atrium sits within the main circulation spine, a void ringed by cosmetics counters, escalators and upper shopping floors. The mall's own channels present the atrium as the setting for temporary brand installations, visible from several levels and passed by shoppers moving between entrances and the beauty halls.

How the space was used

For six days the atrium held a built environment in the brand's blue palette: a shop-like frontage leading to six numbered checkpoints, each presenting a step of a repair routine with products on display. Visitors moved through in sequence rather than browsing openly, with plinths, wall text and photo points forming the route. The structure occupied the atrium floor, so the space read as one enclosed path rather than an open concourse.

Why it works here

Department store atriums suit beauty launches because the audience is already shopping: passers-by arrive without intent, dwell briefly, and the beauty halls sit in the same building. A sequential checkpoint route fits a short tenancy, giving the atrium floor a defined path that keeps circulation moving.