Gucci at Yue 190 — Gucci Dream Garden (2022)

Yue 190, a historic villa on Yueyang Road, hosted Gucci's Dream Garden beauty pop-up.

The venue

Yue 190 is a historic villa venue on Yueyang Road in Shanghai. The old western-style house retains period architectural character and a residential-scale garden setting. It is normally used as a setting for intimate cultural and brand events rather than as a retail space. Its rooms and outdoor areas form a sequence of domestic-scale interiors and garden zones.

How the space was used

The villa's rooms and garden were staged as a sequence of beauty and leisure zones. A theatre-like entrance led into a reception room with flower-shaped seating and neon lighting; a karaoke room added a disco ball, old television, pink drum kit and guitar. A makeup area held pink vanities, while outdoor seating, a claw machine and an ice-cream station extended the route into the garden.

Why it works here

A historic villa suits this kind of beauty pop-up because its domestic rooms and garden create an intimate, room-by-room route. The period character contrasts with the saturated colours and props installed inside, while the outdoor areas allow casual photo and refreshment stops. The scale keeps the activation contained and legible.