Bvlgari at Grand Gateway 66 — Bvlgari Roman Holiday Pop-up Boutique (2023)

Grand Gateway 66 in Shanghai hosted a Bvlgari limited-time boutique in its mall concourse, open from December 2023 to February 2024.

The venue

Grand Gateway 66 is a shopping complex in Xujiahui, a retail district in southwest Shanghai, with office towers above a multi-level mall. Its ground-floor concourse and central courts connect department stores, luxury units and the surrounding street grid. Circulation runs through wide corridors and open voids, so installations placed in the mall's public areas are visible from several levels at once.

How the space was used

For this project the mall's public area was built out as a temporary boutique: a freestanding pavilion with a façade and display windows outlined in gold lines, framing the brand's classic motifs against a holiday setting. Interior zones held product displays and a service counter; visitors entered from the mall concourse and passed the window frontage before reaching the selling area.

Why it works here

Grand Gateway 66 is an established luxury retail address in Xujiahui, so a temporary boutique in its public concourse meets existing shoppers rather than asking them to travel. The open, multi-level layout lets a designed façade read from a distance and draw passing traffic into the unit.