Bvlgari at Shanghai IFC — BVLGARI DIVA Collection Preview (2013)

The BVLGARI boutique at Shanghai IFC hosted a one-day preview of its DIVA jewellery collection, with the store refitted as a presentation set.

The venue

Shanghai IFC is a mixed retail and office complex in Lujiazui, Pudong, on the eastern bank of the Huangpu River, connected to the surrounding office towers and the metro network. Its mall carries international fashion, watch and jewellery tenants across several levels, and the BVLGARI unit sits among them as a self-contained boutique with mall-facing window displays. Interior dimensions and floor area are not verified.

How the space was used

For the preview the boutique was refitted by APAX, with the interior re-dressed to match the collection's material palette and the sales floor cleared to hold a presentation. Models moved through the unit wearing and carrying DIVA pieces, while guests viewed from the shop floor and the window displays fronting the mall corridor. The event ran for one day, 20 September 2013; seating and capacity are not verified.

Why it works here

A mall boutique lets a brand show a collection to invited guests inside the retail environment where the pieces are actually sold, so the setting and the product read as one. The Lujiazui address puts the store within reach of office workers and shoppers already moving through the complex.