Gucci at Columbia Circle — Gucci Beloved Playground (2019)

Columbia Circle hosted Gucci Beloved Playground, a four-day brand experience in Shanghai in late 2019.

The venue

Columbia Circle is a heritage-led mixed-use compound in Shanghai's Changning district, built around the former Columbia Country Club. Its historic buildings, lawns and paved courtyards now host offices, shops, restaurants and cultural events. The site is open to everyday public circulation, with separate indoor rooms and outdoor areas that can be programmed for temporary projects.

How the space was used

For Gucci Beloved Playground, the compound's event areas were turned into a themed brand environment. Display and photo moments were placed across indoor and outdoor zones, with visitors moving between them along the site's existing routes. The setting combined staged interiors with courtyard circulation, allowing the project to function as a walk-through experience rather than a single-room installation.

Why it works here

Fashion pop-ups suit Columbia Circle because the compound offers both historic facades and flexible event rooms within a public, central Shanghai setting. Its courtyards and routes can manage visitor flow while providing varied backdrops, and the mixed-use audience supports a short-run brand experience alongside everyday retail and cultural activity.