Fendi at iapm Mall — FENDI Baguette In-Store Event (2019)

iapm Mall in Shanghai hosted a FENDI Baguette in-store activation, turning the boutique into a themed environment for the bag’s materials and shapes.

The venue

iapm Mall is a shopping complex in Shanghai with multiple retail levels and an enclosed circulation system. The FENDI boutique sits within this mall environment, where storefronts and corridors guide shoppers past fashion and lifestyle brands. Its indoor layout and city-centre position make it a setting for retail-led brand events that depend on mall footfall and close product viewing.

How the space was used

During the project, the boutique was arranged as a themed Baguette environment rather than a standard sales floor. Display areas and circulation inside the store presented the bag’s changing materials and shapes, while the mall-facing frontage drew shoppers into the space. The activation stayed within the boutique, using the store interior and fixtures as the setting for the presentation.

Why it works here

This activation suits iapm Mall because the venue combines enclosed mall footfall with a cluster of fashion boutiques. An in-store event can use the mall’s circulation to attract shoppers while keeping the presentation intimate and product-focused, which fits a bag launch that depends on close viewing rather than a large open stage.