YSL at New World Daimaru — YSL Wild Love Tour Shanghai (2021)

New World Daimaru hosted YSL's Wild Love Tour in Shanghai over three days in spring 2021.

The venue

New World Daimaru is a department store in Shanghai. It operates as a multi-level retail venue, with shopping floors, counters and circulation areas typical of a city-centre department store. The building serves everyday retail customers and also provides space for brand presentations and short-term promotions. Its central Shanghai location places it within the city's established shopping district.

How the space was used

For this project, the department store hosted YSL's Wild Love Tour over three days. The available record shows project communication and on-site images but does not specify the zones, circulation route or built elements inside the store. The activation therefore cannot be mapped in detail from the source at this venue; those spatial details are not verified.

Why it works here

Department stores are suited to short fashion and beauty activations because they already carry retail footfall and a customer base that overlaps with luxury brands. A compact, time-limited presentation can sit within normal shopping circulation and reach visitors without requiring a separate exhibition venue.