Gucci at Deji Plaza — Gucci The Hacker Project Pop-up (2021)

Deji Plaza’s outdoor plaza hosted a silver-sequined Gucci The Hacker Project pop-up in late 2021.

The venue

Deji Plaza is a shopping mall in Xuanwu District, Nanjing, with a street-facing outdoor plaza at its base. The plaza is a paved public-facing area used for arrivals, passing foot traffic and mall events. It sits beside the mall entrance, connecting the retail interior to the surrounding commercial street. The site is open-air and visible from the road, so structures placed there are seen by shoppers and pedestrians before they enter the mall.

How the space was used

For the project, a temporary structure covered inside and out in silver sequins was built on the plaza. Blue double-G logos covered its ceiling and floor. The reflective surface caught light from the surrounding mall and street, making the pop-up legible as a single object rather than a shopfront. Visitors moved around and through the installation, which acted as a branded threshold between the street and the mall.

Why it works here

An outdoor plaza at a busy mall gives a temporary retail structure direct visibility from the street and from mall entrances. Shoppers pass it without needing to seek it out, and the open setting allows a reflective facade to be seen from several angles. The format suits short-term brand projects that need a distinct object in a familiar retail district.