Chanel at Longfor Binjiang Tianjie — Chanel No.1 Garden Pop-up (2022)

Longfor Binjiang Tianjie, a Hangzhou shopping mall, hosted an immersive Chanel No.1 Garden pop-up focused on the red camellia series.

The venue

Longfor Binjiang Tianjie is a shopping mall in Hangzhou's Binjiang district. The venue is part of the city's everyday retail fabric, with permanent stores, circulation areas and shared interior space used for public programming and brand activations. Its location within a district retail setting places it among routine shopping and leisure routes rather than a standalone exhibition site.

How the space was used

During the project, the mall's interior activation area was converted into the Chanel No.1 Garden pop-up. The space was organised as an immersive route: visitors entered a garden-like setting, moved past displays explaining the red camellia series, and reached product trial zones. Display, circulation and try-on functions were contained within the existing mall environment.

Why it works here

Pop-ups of this kind suit a shopping mall because the venue already supplies foot traffic, covered circulation and a retail context. A beauty activation can sit alongside permanent stores without requiring a separate exhibition building, and the mall's shared space allows visitors to encounter the installation as part of an ordinary shopping visit.