Chanel at Xintiandi Metro Station — Chanel Chance Metro Takeover (2025)

Xintiandi Metro Station hosted a Chanel Chance fragrance takeover, wrapping its platform and running a branded train through the station.

The venue

Xintiandi Metro Station is an underground transit station beneath the Xintiandi retail and entertainment district in central Shanghai. Its concourse, paid areas, stairs, platforms and train corridors handle daily commuter and visitor movement between shops, offices, restaurants and nearby residential streets. The station is normally a passage space: people move through quickly, following signage and waiting briefly on platforms.

How the space was used

For the project, the station's platform was dressed in Chance purple, turning the waiting area into a fragrance environment. A branded Chance train ran through the station, extending the treatment from fixed platform surfaces to moving carriages. Signage, platform edges and passenger routes carried the same colour and campaign graphics, so commuters encountered the takeover while entering, waiting and boarding.

Why it works here

The station suits a fragrance launch because it places a campaign inside an existing daily route rather than asking visitors to make a separate trip. Its enclosed platforms and repeated passenger waits give the takeover prolonged visibility, while the surrounding Xintiandi district connects the transit audience with retail and leisure footfall.