Loewe at Xintiandi Style I — Loewe Fall/Winter 2023 Pop-up Boutique (2023)

Xintiandi Style I hosted Loewe's Fall/Winter 2023 limited-time boutique, using its indoor atrium and outdoor plaza for retail display.

The venue

Xintiandi Style I is a shopping mall in Shanghai's Xintiandi district, a central pedestrian area of restored lanes and modern retail. The venue combines an indoor atrium with an adjacent outdoor plaza, allowing brands to occupy both enclosed and open-air settings. Its location within a dining and retail cluster places it within foot traffic from surrounding streets and nearby offices.

How the space was used

The project used the mall's indoor atrium as the main boutique area and the outdoor plaza as an extension of the store footprint. Fixtures and product displays were installed in both zones, with circulation moving between the covered interior and the open-air frontage. The setup combined a shop-like interior with a visible street-facing presence during the activation.

Why it works here

Xintiandi Style I suits a limited-time boutique because it pairs a controlled interior atrium with an open plaza, letting a brand present both a defined retail interior and a public-facing image. The surrounding dining and retail district brings leisure foot traffic, while the dual indoor-outdoor layout allows display and circulation to be staged across two connected conditions.