Chanel at Guanglu Building — Chanel Rouge Allure Velvet Day to Night (2024)

Guanglu Building hosted a limited-time Chanel lipstick presentation built as a room-by-room route through eight shades.

The venue

Guanglu Building is a historic building on Huqiu Road in Shanghai’s Rockbund area, near the Bund. It is not a purpose-built exhibition hall; its interior is arranged as a sequence of rooms rather than a single open floor. For cultural and brand uses, this room-by-room character allows visitors to move through the building in stages.

How the space was used

During the project, the building was staged as an eight-stop promenade tied to the eight limited lipstick shades. Each shade occupied a different room or zone, and visitors encountered application tips, hand fragrance layering and a 45-minute makeup service along the route. Circulation was sequential, so the building itself structured the reveal of the collection.

Why it works here

A historic Rockbund building suits a beauty launch that depends on sequence and atmosphere rather than open retail display. Its room-to-room layout supports separate shade stories and appointments, letting visitors move at a controlled pace through the collection without the distractions of a mall.