Hermes at iapm Mall — Hermès iapm Store Opening (2013)

A new Hermès store opened at iapm Mall in Shanghai with an orange-dressed opening set and live performances in the mall's circulation.

The venue

iapm Mall occupies a block on Huaihai Middle Road in Shanghai's Puxi commercial belt, a multi-level enclosed shopping centre where luxury and fashion tenancies are arranged around a central circulation core, with escalators and open atria linking the floors. Opened in 2013, it forms part of a mixed-use complex of offices and a hotel, and its lower levels meet the street.

How the space was used

For the opening, the mall's public circulation carried the brand's orange across the opening set, from the storefront outward, with a performance stage placed where shoppers pass so the show was visible from the surrounding concourse. Production worked within the existing retail shell rather than as a freestanding build, keeping the store itself as the centre of the scene.

Why it works here

Store openings suit this venue because the mall already gathers the luxury audience the brand is addressing; its concourses put the performance directly in front of passing shoppers, and the existing tenancy mix lets a new unit read as part of a continuous retail sequence rather than an isolated event.