Burberry at Chengdu Chicony Square — Burberry Beauty Campsite Chengdu (2024)

Chengdu Chicony Square hosted a Burberry Beauty camping-themed installation over ten days in autumn 2024.

The venue

Chengdu Chicony Square is a shopping mall in central Chengdu, organised around retail floors and shared public circulation. Its event areas sit within the mall's internal concourse, where shoppers pass between stores and amenities. The venue is used for retail, dining and temporary brand presentations, with open floor space that can be adapted for short installations rather than fixed exhibitions.

How the space was used

For the Burberry Beauty project, a designated event area in the mall was turned into a camping-themed beauty installation. Branded camping elements and product displays were arranged within the open floor, giving visitors a defined route through the setup while surrounding concourse circulation continued. The installation operated as a temporary stop within the mall's regular shopping route, with the camping theme setting it apart from adjacent retail units.

Why it works here

The mall's central Chengdu location and mixed retail audience suit a short-format beauty pop-up. An open event floor lets the camping theme read as a distinct pause within regular shopping circulation, while the surrounding stores keep the installation connected to everyday retail traffic.