Dior at Grand Gateway 66 — Dior Beauty Dream Workshop (2023)

Grand Gateway 66 in Shanghai's Xujiahui district hosted a six-day Dior Beauty holiday installation built around a Tuileries Garden theme.

The venue

Grand Gateway 66 is a retail complex at the Xujiahui intersection in Shanghai, comprising a mall podium with twin office towers above it. Its interior is organised around a large central atrium spanning several levels, with escalators and open balconies allowing views down into the floor below. Anchor stores, cosmetics counters and dining sit on the surrounding levels, and the atrium floor is regularly given over to temporary installations.

How the space was used

For this project the atrium floor was occupied by a Christmas tree and a garden-set installation referencing the Tuileries. Fragrance and gift displays were arranged as a walk-through workshop, with visitors moving between display zones rather than queueing at a single counter. The open atrium edges above let shoppers on upper levels look down onto the set, extending the installation beyond the footprint it occupied on the floor.

Why it works here

The multi-level atrium gives a holiday installation vertical visibility that a single-storey space cannot, so shoppers on several floors encounter it without intending to. The mall's central Shanghai location and its mix of cosmetics retail make it suited to a beauty house presenting seasonal gift ranges to passing foot traffic.