Bvlgari at Longfor Beicheng Tianjie — Bvlgari Parfums Holiday Pop-Up (2025)

Longfor Beicheng Tianjie hosted a two-month Bvlgari Parfums holiday pop-up, linking an outdoor festive tree with indoor fragrance zones and personalisation services.

The venue

Longfor Beicheng Tianjie is a shopping mall in Chongqing operated by Longfor, with interior retail levels and an outdoor street-facing plaza. It sits within a busy commercial district and is normally used for shopping, dining and public gatherings. Its open forecourt and indoor circulation allow brands to stage installations that face the street while also drawing visitors inside the mall.

How the space was used

During the project the mall's outdoor plaza held a lit festive tree, while an indoor pop-up was divided into four zones: Allegra fragrances, Le Gemme, classic scents and an engraving counter. Visitors moved between the outdoor installation and the interior retail space, where they could sample the range, learn layering, and request bottle engraving and scarf styling.

Why it works here

A mall with both an open plaza and interior retail suits a holiday fragrance pop-up because it can attract passers-by with a visible outdoor marker, then move them into a controlled, staffed environment for sampling and personalisation. The setting also supports evening events and repeat visits across a long festive period.