Biotherm at Yongle Hui — Biotherm Homme Self-Service Store (2023)

Yongle Hui, a street-level retail block on Anfu Road in Shanghai, hosted Biotherm Homme's self-service pop-up store for six days in February 2023.

The venue

Yongle Hui is a street-level retail block on Anfu Road in Shanghai. It sits within the Anfu Road area and is normally used as a row of shopfronts serving pedestrians along the street. The venue's retail setting places brands directly at street level rather than inside an enclosed mall, so passers-by encounter storefronts as part of the surrounding block.

How the space was used

For this project, the block hosted Biotherm Homme's self-service retail store. The fit-out included a product experience area displaying men's hydration, blue diamond anti-ageing and body care lines. Customers moved through trial, digital interaction and smart shopping in a self-guided sequence, with the store set up as a closed-loop self-service format rather than a staff-led counter.

Why it works here

Self-service beauty retail depends on casual pedestrian discovery and a retail setting where browsing is expected. A street-level block on Anfu Road provides that context: the storefront format lets the brand present product trial and digital shopping as part of the street's existing retail rhythm, without requiring visitors to enter a mall.