Dior at New World City — Dior Beauty Dream Carnival Pop-up (2025)

A gold-toned beauty carnival installation occupied retail space inside New World City, a department-store complex on Shanghai's Nanjing Road West.

The venue

New World City is a department-store complex on Nanjing Road West in central Shanghai, a stretch of the city given over to dense retail. The building stacks cosmetics counters, fashion floors and food outlets across multiple levels, with the ground and lower floors functioning as a continuous indoor circulation route between street entrances and the upper shopping levels.

How the space was used

The project placed a gold-toned carnival structure within the mall's retail floor, built from layered decorative elements stacked into a tiered form. It stood as a standalone object beside the surrounding counters, positioned so shoppers moving through the level passed it directly. The installation read as a decorated set piece rather than a closed room.

Why it works here

Beauty counters already anchor this building's lower floors, so a cosmetics activation set among them reaches shoppers who arrived to buy in the same category. The indoor circulation keeps the installation in view of passing traffic through the day, independent of weather and street conditions.