Gucci at Fengsheng Li — Exquisite Gucci Art Wall (2022)

Fengsheng Li’s Gucci Art Wall hosted the Shanghai display of the Exquisite Gucci campaign, bringing Kubrick-inspired film imagery into the Jing’an retail lane.

The venue

Fengsheng Li is an open-air, lane-style commercial block in Jing’an, Shanghai, made up of low-rise buildings, pedestrian passages and street-facing shopfronts. It functions as a retail and dining destination where visitors move between stores, restaurants and small public spaces. The Gucci Art Wall occupies a large exterior wall surface within this network of lanes, visible from the surrounding circulation.

How the space was used

For this project, the wall was used as an outdoor image surface for the Exquisite Gucci campaign, which places Gucci clothing within Kubrick film scenes. The display was integrated into the lane’s pedestrian route rather than enclosed in a room, so passers-by encountered it while moving through the retail block. No separate interior build is recorded.

Why it works here

The lane’s open-air circulation and street-facing walls make it suited to a large-format brand image seen in passing. Retail and dining footfall supports repeated viewing, while the exterior wall allows the campaign to sit within the district’s everyday movement rather than behind a ticket desk.