Louis Vuitton at REGULAR Yuan Ye — Louis Vuitton Chengdu Play city guide po (2025)

REGULAR Yuan Ye, a sunken retail and cultural complex in Chengdu, hosted a six-day Louis Vuitton city guide and fragrance pop-up.

The venue

REGULAR Yuan Ye sits below street level in Chengdu's southern high-tech district, laid out as a sunken open-air concourse ringed by independent retail units, planted edges and stepped circulation. Its tenants are largely small-format design, food and lifestyle brands rather than international luxury houses. The complex reads as a walkable neighbourhood rather than a mall, with outdoor passages and short interior runs of shops.

How the space was used

For six days the concourse was divided into four zones: a book display area holding the new Chengdu city guide and travel titles with an adjacent signing and talk corner; a fragrance area presenting three scents on staged displays; a craft corner with bamboo weaving and sugar painting; and an extension into a nearby restaurant, shifting the guide's food writing into a set menu.

Why it works here

The venue's small-unit, walk-through layout and existing food and design tenants match an activation built around strolling rather than spectacle. A guidebook and a fragrance line both need browsing pace and quiet corners, which this sunken complex provides. Its local-tenant identity also lets regional craft and food elements sit in the programme without appearing imported.