Biotherm at Shanghai Daimaru — Biotherm Skin Lab Pop-up (2021)

Shanghai Daimaru hosted Biotherm's Skin Lab pop-up, a week-long beauty activation set within the department store's retail floors.

The venue

Shanghai Daimaru is a department store in central Shanghai, operating as a multi-level retail venue with cosmetics, fashion and lifestyle counters arranged across its floors. Shoppers move through the building via escalators and main aisles, with beauty counters forming part of the store's everyday retail offer. Its central-city location places it within Shanghai's dense shopping district.

How the space was used

For this project, the store's retail floor hosted a temporary Biotherm pop-up for one week. The lab-themed installation created a contained branded zone within the department store, separating product display and customer interaction from the surrounding counters. Visitors entered from the main shopping aisle, moved through the branded set, and returned to the store's regular beauty retail area.

Why it works here

Department stores bring beauty shoppers and comparison browsing together, so a lab-themed pop-up can sit beside permanent counters and meet existing footfall. Shanghai Daimaru's multi-level retail setting gives the activation a ready audience already moving through cosmetics and fashion floors.