Loewe at China World Mall — LOEWE Fall Winter 2022 Pop-up (2022)

China World Mall's South Zone B1 atrium hosted a LOEWE Fall Winter 2022 limited-time pop-up in Beijing.

The venue

China World Mall is a shopping complex in Beijing’s central business district. Its South Zone B1 atrium is an indoor circulation space edged by retail frontage, escalators and passageways. The floor area sits beneath surrounding levels and is normally crossed by shoppers moving between stores and transit links. Mall programming uses this central open space for temporary installations and brand presentations.

How the space was used

For the LOEWE Fall Winter 2022 pop-up, the atrium was fitted with a branded retail structure inspired by the runway set. The installation created a defined interior for displaying the collection, with display fixtures and circulation paths arranged within the mall’s open floor. The surrounding passageways remained visible, allowing shoppers to encounter the project while moving through B1.

Why it works here

Mall atria suit short-term fashion pop-ups because they place a controlled brand interior inside existing shopping footfall. The B1 atrium at China World Mall connects retail levels and passageways, so a temporary structure can catch passing shoppers without requiring them to enter a separate store.