Burberry at Zhongshan Park — Xiaohongshu x Burberry Park Chic Event (2024)

Shanghai's Zhongshan Park hosted a three-day Xiaohongshu and Burberry outdoor fashion gathering with picnic mats, craft sessions and a branded food truck.

The venue

Zhongshan Park is a public urban park in Shanghai's Changning District, with lawns, mature trees, paths and everyday park facilities. It is normally used for walking, resting, family outings and informal picnics, and it sits within a central Shanghai district near residential and commercial blocks. Its open grounds allow temporary outdoor setups without requiring a single enclosed building.

How the space was used

For the project, the park's outdoor grounds held three visitor points: a limited handout of custom picnic mats, a craft activity with Xiaohongshu fashion creators, and a Burberry-branded park food truck. Visitors moved between these setups on foot, with the park's paths and open areas serving as circulation. The format was distributed across outdoor park space rather than contained in an indoor room.

Why it works here

Public parks suit low-barrier weekend brand encounters: visitors are already in a leisure mode, and outdoor settings make short, casual participation feel natural. For a fashion brand, the park shifts the context away from retail interiors and into everyday city life, while still allowing a temporary setup for handouts, making and food service.