Chanel at Hangzhou MixC, Beijing Taikoo Li — Chanel Starry Night Tour Pop-up (2025)

Three high-end shopping malls in Hangzhou, Beijing and Guangzhou hosted Chanel’s Starry Night Tour pop-up for holiday beauty and fragrance.

The venue

The project took place in three high-end shopping malls: Hangzhou MixC, Beijing Taikoo Li Sanlitun and Guangzhou Taikoo Hui. Each is a retail complex in a core commercial district, normally used for shopping, dining and movement between stores and public areas. These venues provide indoor circulation and open event space suitable for temporary brand installations.

How the space was used

Inside the malls, the pop-up was divided into themed zones: a colour area for holiday makeup, a fragrance space for Chanel No.5, and a separate area showing 19 Les Exclusifs fragrances. It also included one-to-one consultation areas, card-game and scent-testing stations, fragrance-layering and craft workshops, and a photo area. Visitors booked services on site during the event.

Why it works here

Shopping malls in core commercial districts suit this format because they already combine high foot traffic with enclosed circulation and spaces that can be partitioned. The three venues let the brand stage the same multi-zone beauty and fragrance experience across cities while keeping the activation within familiar retail settings.