Chanel at Hubin Yintai in77 — Coco Mademoiselle Playground (2025)

Chanel's Coco Mademoiselle Playground took over the mall's public areas and the adjoining Hubin Pedestrian Street in Hangzhou for two weeks in March 2025.

The venue

Hubin Yintai in77 is a retail complex in Hangzhou's Shangcheng district, set within the West Lake commercial area and divided into several connected blocks of shops and public circulation. Hubin Pedestrian Street runs alongside the complex, a paved walking route linking the lakefront with the surrounding retail core. Both the mall's concourses and the open street are used for shopping, promenading and public events.

How the space was used

For the project the venue was turned into a themed playground: visitors entered through a checkpoint where they received a stamp booklet and chose a lip colour, then moved through three challenge stations — a timed lipstick application, a balance walk along a line with a double-C mark overhead, and a two-person swing where pairs applied lipstick to each other. A beauty classroom and a shop sat alongside.

Why it works here

The complex and the pedestrian street together supply what a game-format beauty pop-up needs: continuous foot traffic from both shoppers and lakeside strollers, and open circulation that lets a sequence of stations be walked in order without a ticketed interior. Temporary structures fit the street's existing role as an event and gathering route.