Gucci at Spring City 66 — Gucci Men's World Pop-up (2022)

Spring City 66 hosted the Gucci Men's World pop-up in its ground-floor atrium from August to September 2022.

The venue

Spring City 66 is a shopping mall in Kunming. Its ground-floor atrium is an open space inside the mall's retail floors, used for temporary installations and events. The atrium connects to surrounding shops and walkways, and it is visible from the mall's interior circulation. The space sits within the everyday retail environment rather than in a separate exhibition building.

How the space was used

For Gucci Men's World, the ground-floor atrium held a temporary retail structure with a wavy roof. Furniture and display pieces inside followed the same design approach. The pop-up occupied part of the atrium, set within the mall's shopper routes rather than in a separate hall. The structure was placed in the mall interior. It ran from 19 August to 13 September 2022.

Why it works here

A ground-floor atrium in a shopping mall suits a temporary retail store because it places the structure on existing shopper routes and allows the store to be seen from surrounding retail levels. The open atrium can hold a built enclosure without interrupting the mall's permanent storefronts. This format works for brands presenting a defined retail concept in a short run.