Pop-ups · department store

Calvin Klein at New World Daimaru Department Store — CK ONE Lucky Red Pop-up (2020)

New World Daimaru department store in Shanghai hosted a one-day pop-up for the CK ONE Lucky Red limited edition, built around a celebrity release appearance.

上海 · 2020-03-20
New World Daimaru Department Store — Calvin Klein at New World Daimaru Department Store — CK ONE Lucky Red Pop-up (2020)
New World Daimaru Department Store — Calvin Klein at New World Daimaru Department Store — CK ONE Lucky Red Pop-up (2020)
New World Daimaru Department Store — Calvin Klein at New World Daimaru Department Store — CK ONE Lucky Red Pop-up (2020)
New World Daimaru Department Store — Calvin Klein at New World Daimaru Department Store — CK ONE Lucky Red Pop-up (2020)

The venue

New World Daimaru is a department store on Nanjing Road East in central Shanghai, within the Huangpu district retail strip. Its trading floors are arranged around escalators and lifts, with cosmetics, fragrance and fashion counters on the lower levels and brand advertising on the facade and interior panels. Ground-floor frontage and upper circulation spaces are regularly given over to seasonal installations.

How the space was used

For the CK ONE Lucky Red limited edition release, the store carried CK advertising and posters through its interior, with a video of the artist Zhu Zhengting positioned at the top of the installation. Metal barriers were set along the route to hold waiting fans, separating the queue from shoppers and from the product display itself. The record's date fields and the source text give different dates (not verified).

Why it works here

A fragrance launch of this kind depends on passing beauty shoppers and on a single, controllable point of sale. A department store on a busy central retail street supplies both: existing cosmetics traffic, an interior where posters and screens can wrap a small footprint, and circulation wide enough to hold a fan queue.

VenueNew World Daimaru Department Store
Typedepartment store
City上海
Address上海 大丸百货
Date2020-03-20
Recorded byEVENTTHING field team
Venue file: New World Daimaru Department Store More records in 上海 All Pop-ups