Bvlgari at Jing'an Kerry Centre — Bvlgari Rose Essence Pop-Up (2022)

Jing'an Kerry Centre's South Square hosted a ten-day Bvlgari fragrance pop-up built as a glass greenhouse and rose garden.

The venue

Jing'an Kerry Centre is a mixed-use retail complex in central Shanghai, and its South Square is an outdoor paved plaza attached to the mall. The square functions as a public forecourt and circulation area between retail entrances, with open frontage that can accommodate temporary structures. It is normally used for pedestrian movement, gatherings and seasonal installations rather than permanent retail.

How the space was used

For the project, the South Square held a temporary glass greenhouse containing a rose garden display. Visitors entered the structure and moved through planted rose zones under changing lighting that represented different times of day. The build occupied the open plaza while leaving surrounding mall circulation routes readable. Fragrance display and sampling areas were integrated into the garden route rather than presented as a conventional retail counter.

Why it works here

An outdoor mall square suits a fragrance pop-up because it is visible from surrounding retail frontage and captures existing pedestrian traffic. The open paved area allows a self-contained glass structure to be inserted without altering the mall interior, while the short duration matches a seasonal promotional format.