Miu Miu at Rockbund No.1 — Miu Miu FW 2021 Showroom (2021)

A historic Bund-side mansion hosted Miu Miu's autumn/winter 2021 showroom and an evening Snow Club party.

The venue

Rockbund No.1, also written Waitanyuan No.1, is a historic building within the Waitanyuan area at the northern end of the Bund in Shanghai, close to where Suzhou Creek meets the Huangpu River. The district holds early twentieth-century consular and commercial architecture. The building offers stone-walled interiors, a sequence of connected rooms and adjoining garden grounds, and is normally used for private receptions, exhibitions and brand events rather than public visiting.

How the space was used

For the three-day project the interior was dressed as the Dolomites setting of the season's runway show, Cortina d'Ampezzo, with snow scenery installed through the rooms. By day the spaces served as a showroom presenting the autumn/winter 2021 collection to guests; in the evening the same rooms became a party venue, with a live performance by the band DuckFightGoose.

Why it works here

The building's enfilade of rooms and garden edge let a scenographic set be built as a route rather than a single backdrop, so day-time presentation and evening gathering can occupy the same footprint. Its central Bund location and enclosed historic grounds suit invitation-only fashion appointments and after-dark parties.