Dior Parfums at Shanghai Shimao Plaza — Dior Starry Dream Workshop (2020)

A Dior Christmas pop-up built around the house's holiday perfume packaging occupied a temporary structure at Shanghai Shimao Plaza.

The venue

Shanghai Shimao Plaza is a retail complex on the Nanjing East Road pedestrian stretch in Huangpu, a short walk from People's Square. Its floors hold fashion, beauty and lifestyle tenants, and the building already contains a Dior perfume boutique. The ground-level frontage meets heavy pedestrian traffic, which makes the exterior zone usable for temporary structures and seasonal builds.

How the space was used

For this project the temporary structure was divided into a main room holding a decorated Christmas tree and product displays, an interactive counter area to one side, and a narrow photo room behind the main space that read as a through-passage. A small gift cart handled product redemption near the exit. Walls carried the house's logo and printed graphics, and the interior was air-conditioned.

Why it works here

The mall already carries a Dior perfume counter, so a seasonal structure at its entrance extends an existing point of sale into a walk-in space rather than opening a new market. Passing pedestrian traffic supplies visitors without a separate invitation, and a short December run keeps the build tied to the holiday shopping period.