2025年下半年奢侈品零售落地活动动态报告全球奢侈品零售表现与体验式策略分析

RetaiIActivationsDynamics

FaII/Winter2025-2026

WINTER

SEASONRETAIL

OUTLOOK

11

GLOBAL

RETAIL

LANDSCAPE

4

JUMPIN…

KEY

TRENDSIN

RETAIL

16

21APPENDIX

THISREPORTISPOWEREDBYLYRETAIL

G

lobalRetailMonitoringPlatform

LYRetailisthecompetitiveintelligencesolutiondesignedforretaildecision-

makers.Itoffersacomprehensive,360-degreeviewoftheglobalmarketbytracking

over500,000storesworldwide.Theplatformenablesuserstofilterbydistributionchannelincludingmono-brandstores,flagships,andpop-ups,toexplorenewstoreopenings,evaluatelocationperformance,andidentifykeyretailclusters.

LYRetailprovidesin-depthinsightsacrosstheFashion&LeatherGoods,Perfume&Cosmetics,Watches&Jewelry,andSports&Lifestylesectors.Ithelpsprofessionalsunderstandhowleadingbrandsdeploytheirretailactivationstrategies,

empoweringsmarterandmoredata-drivendecisions.

120

Markets

500K+

StoresMonitored

360。

Locationview

TheyareusingLYRetail

LVMHCHANELDIPTYQUE号PUG

ENGAGEWITHOUREXPERTS

3

GLOBALRETAILACTIVATIONSLANDSCAPE

Chinaremainsthelargestmarketintermsofretailactivations,whileJapandrivesgrowthinadecliningglobalretailenvironment.

ChinaremainedtheleadingmarketinH22025,accountingfor30%oftotalretailactivations,despiteaslightslowdowncomparedtothesameperiodlastyear.Europefollowedat20%,remainingbroadlystableoverall.APACdeclinedby-33%,reflectingsoftermomentumacrossSoutheastAsiaafterastrongsurgelastyear.Japanwasakeyoutperformer,reaching13%oftotalactivations(+49%),drivenbytourismandsupportedbyapersistentlyweakeryen.NorthAmericadecreasedby25%to12%,partiallyoffsetbyincreasedactivityinCanada.LATAM,whilestilllimitedat3%,recordedthestrongestgrowth(+100%),highlightingemergingmomentum.

TOTALACTIVATIONS:411(-11%)

ALLRETAILACTIVATIONSPERREGIONH22024vs.H22025

Rankingpernumberofactivations

20%-2%

2

Europe

1.U.K.

2.France

3.Italy

4.Switzerland

5.Romania

Howtoreadthemap:

3Rankbynumberofretailactivations14%ActivationSharevstotalH22025

+14%ActivationGrowthvstotalH22024

EvolutionvsH22024

Strongincrease

Increase

RemainedstableDecrease

Strongdecrease

7South-Korea4%-6% 5Japan13%+49%

12%-25%

30%-5%

4NorthAmerica

China

1

1.U.S.A.

2.Canada

1.MainlandChina

2.Taiwan

4%-59%

MENA

6

14%-33%

APAC**

3

3%+100%

1.UAE

2.Bahrain

3.SouthAfrica

4.Kuwait

5.Nigeria

LATAM

8

1.Malaysia

2.Singapore

3.Thailand

4.Indonesia

5.Australia

1.Brazil

2.Mexico

3.Columbia

4

LYRetailPlatform

*Basedonthenumberofretailactivationsfortheselected25brandsopenedbetweenOctober2025andFebruary2026comparedtothesameperiodin2024-2025

**APACincludesASEANcountries,India,Australia,NewZealand

GLOBALSTOREOPENINGSLANDSCAPE

Globalstoreopeningsdeclined,withgrowthconcentratedinselectmarketsamidbroadlynegativetrends.

ChinaonceagainledstoreopeningsinH22025,accountingfor27%oftotalactivity,despiteasignificantdeclineasbrandsrathercontinuedtooptimizetheirretailnetworks.Europefollowedwith23%,recordingsolidgrowthsupportedbyflagshipexpansionsinkeycitieslikeLondon&Paris.APACdeclinedsharplyby-45%;reflectingslowermomentumafterastrongpriorperiod.JapanandSouthKorearecordedrobustgrowth,supportedbystrongtourismflows,favorablecurrencydynamics,andresilientdomesticdemand.NorthAmericaslightlydecreased,whileLATAM,thoughstilllimitedat4%,recordedthestrongestgrowth(+100%),overtakingMENAinshareofstoreactivationsovertheperiod.

TOTALACTIVATIONS:227(-19%)

STOREACTIVATIONSPERREGIONH22024vs.H22025

23%+8%

Rankingpernumberofactivations

2

CITYRANKING

7South-Korea4%+14% 6Japan11%+67%

Tokyo

London

15%-19%

27%-24%

1

China

4NorthAmerica

Europe

1.U.K.

2.France

3.Italy

4.Romania

5.Switzerland

1.MainlandChina

2.Taiwan

1.U.S.A.

2.Canada

Hong-Kong

3%-77%

13%-45%

MENA

1.UAE

2.South-Africa

3.Kuwait

4.Nigeria

5.Turkey

Beijing

5

APAC**

3

4%+100%

Seoul

8

LATAM

1.Malaysia

2.Singapore

3.Thailand

4.Australia

5.India

1.Brazil

2.Mexico

3.Columbia

SingaporeShanghai

Paris

NewYork

Bucharest

IncomparisontoH22024

5

LYRetailPlatform

*Basedonthenumberofretailactivationsfortheselected25brandsopenedbetweenOctober2025andFebruary2026comparedtothesameperiodin2024-2025

**APACincludesASEANcountries,India,Australia,NewZealand

GLOBALPOP-UPOPENINGSLANDSCAPE

Pop-upactivityremainedbroadlystable,withgrowthinAsiaoffsettingdeclinesinotherregions.

Chinaremainedthelargestmarket,accountingfor33%oftotalpop-upactivityandreturningtogrowthoverthestudiedperiod.APACrankedsecondcapturing16%ofallpop-ups,remainingbroadlystable,whileEuropefacedaslightdecline.Japanstoodoutwithstronggrowth,supportedbytourismandfavorablecurrencydynamics,whereasSouthKoreacontractedby-27%.NorthAmericadecreased,partlyoffsetbyactivationsinCanada,whileLATAM,recordedasharpgrowth.Atcitylevel,Tokyoledpop-upopenings,capturingnearly11%ofallpop-upactivationsfollowedbyHongKong(6%)andKualaLumpur(5%),confirmingAsiagscontinueddominanceinshort-termretailformats.

TOTALACTIVATIONS:164(+1%)

POP-UPACTIVATIONSPERREGIONH22024VSH22025

Rankingpernumberofactivations

16%-21%

3

Europe

1.U.K.

2.France

3.Spain

4.Switzerland

5.Italy

6South-Korea5%-27% 4Japan15%+39%

9%-22%

33%+18%

5NorthAmerica

China

1

1.U.S.A.

2.Canada

1.MainlandChina

2.Taiwan

5%-20%

MENA

7

16%-4%

APAC**

2

2%+300%

1.UAE

2.Bahrain

LATAM

8

1.Malaysia

2.Indonesia

3.Thailand

4.Singapore

5.Philippines

1.Brazil

2.Mexico

3.Colombia

POP-UPOPENINGS–CITYRANKING

Tokyo

Hong-Kong

K.Lumpur

Seoul

London

Shanghai

Dubai

Osaka

Jakarta

Taipei

IncomparisontoH22024

6

LYRetailPlatform

*Basedonthenumberofretailactivationsfortheselected25brandsopenedbetweenOctober2025andFebruary2026comparedtothesameperiodin2024-2025

**APACincludesASEANcountries,India,Australia,NewZealand

GLOBALEXPERIENTIALACTIVATIONSLANDSCAPE

Experientialactivationsincreased9withgrowthconcentratedinAsiaandmixedperformanceelsewhere.

Hospitality-drivenconceptscontinuedtoexpandinH22025,withChinaremainingtheleadingmarketandakeydriverofgrowth.JapanandSouthKoreaalsoshowedpositivemomentum,whileEuroperemainedbroadlystable.Incontrast,theUSdeclined,reflectingamoreselectiveinvestmentapproach.Atcitylevel,Chinesecitiesdominatedtheranking,withBeijingandShanghaileading,followedbyChengdu,underscoringtheconcentrationofexperientialexpansioninChina.NewYorkandSingaporeremainedkeyinternationalhubs,whilecitiessuchasDubaiandSeoulcontinuedtogainmomentum,reflectingtheglobaladoptionoflifestyle-drivenretailformats.

TOTALACTIVATIONS:20(+11%)

EXPERIENTIALACTIVATIONS*PERREGIONH22024VSH22025

Rankingpernumberofactivations

U.K.

CITYRANKING

U.S.A.

FRANCE

CHINA會會

BeijingShanghaiChengduNew-YorkSingapore

Paris

Osaka

Dubai

Seoul

Haikou

ITALY

JAPAN

S.KOREA

UAE

SINGAPORE

IncomparisontoH22024

7

LYRetailPlatform

;ExperientialactivationsincludePermanentBar,Café,Restaurant,Spa,ChocolateShop,CocktailBar,IceCream,SkatingRink,Bakery,etc.

*Basedonthenumberofretailactivationsfortheselected25brandsopenedbetweenOctober2025andFebruary2026comparedtothesameperiodin2024-2025

**APACincludesASEANcountries,India,Australia,NewZealand

ASIALEADSRETAILACTIVATIONS9DRIVENBYCHINA&JAPAN

Asiaconfirmsitspositionasthedominantregiondespiteaslightnormalizationversuspreviouslevels;activityremainedhighlyconcentratedinkeymarkets,withJapanandChinadrivingmomentum,supportedbycontinuedinvestmentinretailformatsandsustaindomesticdemand.Atcitylevel,Tokyorankedfirstgloballyboostedbytourismflowsandfavorablecurrencydynamics,followedbymajorChinesehubslikeHongKong,Beijing,andShanghai,highlightingthecontinuedconcentrationofretailactivityacrossAsia’sleadingmetropolitanareas.SoutheastAsiancitiessuchasSingaporeandBangkokalsofeaturedinthetoprankings,reflectingtheregion’sgrowingimportanceasakeyretailhub.

Tokyo

411LUXURYRETAILACTIVATIONSINF/W2025-2661%TOOKPLACEINASIA*

andalso20%inEurope;12%inNorthAmerica;3%inMEA&3%inLATAM

Ginza

CasaLoeweGinza,the

brand’s2ndlargeststore

intheworld

Daikanyama

Dior’s1,800sqmFlagship

‘BambooPavilion’in

Daikanyama

#4Seoul

●#1Tokyo

#3Beijing

●

●

#10Chengdu

#5Shanghai●

#7Osaka

●#2HongKong

122kHNWI

US$10m+populationin2024

262

Centi-Millionaires($100m+)

5.2%

ShareofglobalUS$10m+

population

Toshima

Omiya

#9Bangkok

#8KualaLumpur

●

Tokyo

KyotoHiroshima

●

#6Singapore

Nagoya

Osaka

TOKYORANKSFIRSTINRETAILACTIVATIONSGLOBALLY WHILEACTIVATIONSINTHECOUNTRYWEREUP49%

8

LYRetailPlatform

(1)

Henley&Partners

—

Top50CitiesforMillionaires,2025

*Basedonthenumberofretailactivationsfortheselected25brandsopenedbetweenOctober2025andFebruary2026comparedtothesameperiodin2024-2025

**APACincludesASEANcountries,India,Australia,NewZealand

9

(1)LYRetailData(2)

Henley&Partners—Top50CitiesforMillionaires,2025

;(3)

SwirePacific,26/01/26

BEIJING:THENEWPLAYGROUNDFORLUXURYRETAIL

TAIKOOLISANLITUN

DIORTIFFANY&CO.LOUISVUITTON

SAINTLAURENT

InChinabrandsbetonqualityoverquantity

Beijinghasre-emergedasaprioritymarketforgloballuxury,supportedbytherepatriationofChinesespendingandtherapidexpansionofitshigh-net-worthpopulation.Inresponse,brandsareoptimizingstorenetworksandconcentratinginvestmentonfewer,higher-productivitylocations.

TurningTaikooLiSanlitunintoafashion&culturallandmark3

Since2022,TaikooLiSanlitunhasundergoneamajorredevelopment,withasignificantshareofthecomplexrebuiltandre-tenantedtoaccommodateflagshipstores.Theassetnowprioritizeslarge,multi-floor,brand-controlledspaces,attractingleadingmaisonssuchasLouisVuitton,Dior,andTiffany&Co.Designedasanopen-airretaildistrictratherthanatraditionalmall,thecomplexoffersadifferentiatedformatwithinChina’sluxurylandscape.

+36%

H-o-HIncreaseinvolumeofretailactivations1

1149300

Millionaires(USD1M+)

+72%between2014-20242

BEIJING

10

THEPOP-UPSSETTINGTHETONETHISSEASON

LOUISVUITTON:130TH

Vuittonstartedthe

thecelebrationof anniversaryofits .Thebrandheldactivationsthrougha

seriesof“LouisHotel”pop-upsin

Shanghai,Seoul,Bangkokdelivering impact,immersive experiences.

JonathanAnderson’sglobal

debutatDiorwassupported

byanetworkofworldwide

immersivepop-upsacross

keylocations

complementedbylarge-

scaleretailtakeoversinthe

USandtheopeningofthe

HouseofDiorflagshipin

Beijing.

MONOGRAMANNIVERSARY

DIOR:J.ANDERSON

Partofits2026CNY

campaign,Burberryhelda

multi-noderetailrollout

acrossAsia,anchoredbyan

immersiveandvisually

strikingpop-upsinkey

locationslikeShenzhenBay

MixCandinskiresortlocation

inChongli.

INAUGURALCOLLECTION

TheSaloneOlfattivoappearedacross

retailluxuryhubs

Mall,ParisorRome

furtheractivations

followingaselective

acrossflagship

activationswere

withthelaunchGemmeTygar

BURBERRY:YEAROFTHEHORSECELEBRATION

BVLGARI:SALONEOLFATTIVO

WanxiangCity,Shenzhen

DejiPlaza,Nanjing

LeBonMarché,Paris

Bangkok,Thailand

Louis

yearwiththe130thMonogramretail

limited

Vuitton

NewYork,and

high-

concept

keytravel

likeDubai

with

inAsia

rollout

retail.The

aligned

ofLe

Extrait.

IMMERSIVEBRANDEXPERIENCE

TRAVELINSPIRED

HOSPITALITYINFUSED

CULTURE-LEDACTIVATION

11

LouisVuitton

FOCUSON:WINTERSEASON2025-26

SKIRESORTS:THISSEASONgSKEYDESTINATIONS

Pop-upactivationsacrossmajorskidestinationsevolvedcomparedtolastyear’sseason,reflectingashiftfromrapidexpansiontoamorestructuredandselectiveapproach.BrandsmaintainedapresenceinkeyprimeresortlocationsacrossEurope9NorthAmerica9andAsia,leveragingbothseasonalboutiquesandexperientialformatstobetterengagewithhigh-spendingclientsandtocapturetouristflows.WhileestablishedAlpinedestinationsremainedcentral,brandactivityincreasinglyextendedtoAsianresorts,reflectingthegrowingimportanceoftheseemergingskimarkets,drivenbytherisingpopularityofskiinginChinaandincreasingregionalwintertourismfromSouth-EastAsia&Australia.

Harbin

Niseko

JacksonHole9WY

Kitzbühel

Gstaad

SonghuaLake

ParkCity9UT

Courchevel

/

NozawaOnsen

Cortinad'Ampezzo

BigSky9MA

Chongli

Aspen9CO

St.Moritz

Courmayeur

Verbier

rhode

TIFFANY&CO.

LOEWE

ARCTERYX

CHANEL

BURBERRY

SnowClubPop-upatBigSkyResort,Montana

ChaletPop-upStorein

Gstaad

Pop-upStoreinChongli

SkiResort

SeasonalBoutiqueinAspen,Colorado

Pop-upStoreinNiseko&

NozawaOnsen

SeasonalBoutiquein

St.Moritz

12

LYRetailPlatform

2025

*Basedonthenumberofretailactivationsfortheselected25brandsopenedbetweenOctober2025andFebruary2026comparedtothesameperiodin2024-

13

(1)

Numéro,02/02/26

;

(2)Hypebeast

,01/02/26;

(3)

Vogue

,01/02/26

SKIRESORTS:EXPERIENCESMONEYCANgTBUY

Thisseason,asresortpop-upshavebecomemoremainstreamacrossbothpremiumandaccessiblebrands,luxuryplayersareshiftingfrompresencetodifferentiation.Ratherthancompetingonvisibilityalone,theyaretargetingVICsthroughhighlycurated,money-cangt-buyexperiences,fromprivateeventsandintimatedinnerstomasterclassesanddestination-ledfashionmoments.AnchoredinkeyskilocationssuchasSt.Moritz,Gstaad,CourchevelorAspen,theseactivationsfunctionasstrategicrelationshipplatforms,reinforcingexclusivity,increasingclientlifetimevalueanddeepeningbrandaffinitybeyondtransactionaltouchpoints.

MonclerGrenobleRunwayShowinAspen

LouisVuitton’sExclusiveDinerinCourchevel

MonclerGrenoblexMytheresaVICEventinGstaad

AloYoga’s“AloAtelier”RetreatinCourchevel

MONCLERAlpineFashionShow&FlagshipOpening

Thisseason,MoncleractivatedAspenasafullbrandplatform,combiningahigh-altituderunwayshow1,immersiveclientexperienceandtheopeningofitsfirstU.S.Grenobleflagship2.The250sqmstore,thesecondgloballyfortheline,isdesignedasadestinationspaceinspiredbytheRockyMountains,reinforcingthebrand’spositioningattheintersectionofperformanceandluxury.Thisintegratedapproachanchorsthebrand’sstrategytolinkproducts,placesandexperiences,whileacceleratingitsexpansionintheU.S.,wheresalesgrew+5%inQ320253.

ASPEN:THESEASONALCAPITALOFULTRA-WEALTH

ASPEN

10301per77

DensityofUHNWcityresidents2

Aspencombinesaverysmallresidentbasewiththehighestconcentrationsofultra-wealthintheU.S.ThecitygoesbeyondjustaseasonalresortasAspenoperatesasayear-roundlifestylehubwherewealth,cultureandoutdoorperformanceintersect.In2025,pricesaveragedε35,100persqm,withultra-primeatε68,900,drivenbyscarcesupplyandstrongdemand.

AveragePrimeresidentialpricespersqmin20253

€35,100

UHNWHome-owner1

RETAILACTIVATIONSINUSA*–CITYRANKING

NewYork

PalmBeach

Miami

Scottsdale

SanDiego

Aspen

Troy

CELINECHANEL

MONCLERBURBERRY

Seattle

3hflighttimeradius

MonclerGrenoblefirstU.S.storeinAspen

Denver

LasVegas

Phoenix

LosAngeles

CelineWinterPop-upatHotelJeromeinAspen

BurberryTakeoveratHotelJeromeinAspen

ChanelNewSeasonalBoutiqueinAspen

Dallas

SanFrancisco

Aspen

fromRetailPlatform;(1)

Altrata,10/07/25

(2)Ibid(3)

SavillsSki2526,21/12/25

14

DataLYREALMReport,;;Report-;

*Basedonthenumberofretailactivationsfortheselected25brandsopenedbetweenOctober2025andFebruary2026comparedtothesameperiodin2024-2025

ParkHyattNiseko

NISEKO:ASIAgSRISINGWINTERHOTSPOT

Arc’teryxLodgeinNiseko

Sapporo

Niseko

Hakuba

Tokyo

AmanNiseko,toopenin2030

(1)

C9HotelWorksMarketReview,12/03/2025

;(2)

SavillsSkiReport25

-

26

,

21/12/25

NISEKO

3.2Mn

Visitorsin2025,up10%fromthepreviousseason1

€11,800

AveragePrimeresidentialpricespersqmin2025;up3%Y-o-Y2

NisekoisbecomingAsiagsprimaryluxuryskihub

NisekohasemergedasAsia’sleadingluxuryalpinedestination,combiningworld-classpowdersnowwithincreasinginternationalinvestment.LocatedinHokkaido,Japan,itattractsapredominantlyglobalclientele,particularlyfromAustralia,HongKong,SingaporeandmainlandChina,positioningitasakeywinterhubforhigh-net-worthindividuals.Theresort’sgrowthisalsofavoredbysignificantinfrastructureinvestment,includingupgradestoNewChitoseAirportaccessandtheplannedHokkaidoShinkansenextension(expected~2030),whichwillreducetraveltimefromTokyo.

Hospitality-leddevelopmentisscalingNisekogsluxuryoffering

Luxuryhospitalityandbrandedresidencesareexpandingrapidly,withprojectsledbyAman,ParkHyatt,Ritz-CarltonReserveandSixSenses.DevelopersaretargetingaglobalUHNWclientele,withski-in/ski-outassetscommandingpremiumpricingandhighoccupancyduringpeakseasons.Retailremainslimitedbutisevolving,withagradualshifttowardcuratedluxuryandlifestyleofferingsalignedwithinternationaldemand.

15

16

Lacoste

FOCUSON:KEYTRENDS

17

2

FROMCAMPAIGNSTOCULTURALIMMERSION

CulturalIntegration

ExperientialEngagement

ChineseNewYearactivationsshiftedfromsymboliccampaignstoimmersive,real-worldexperiences,withbrandsintegratingintourbanenvironmentsthroughinstallations,eventsandculturallygroundedstorytelling.

3

RetailConvergence

IntegratedBrandPlatforms

INTEGRATEDBRANDENVIRONMENTS

Storesareevolvingintomulti-functionalenvironmentscombiningretail,hospitalityandlifestyle,enablingbrandstoextendengagementandconsolidatemultipleconsumertouchpointswithinasinglespace.

KEYRETAILCONCEPTSTOWATCH

1

OLYMPICSASARETAILCATALYST

TheMilano-Cortina2026Olympicsacceleratedluxurybrandpresenceinalpinedestinations,withnewopenings,upgradesandtemporaryactivationsreinforcinglong-termpositioninginhigh-spendingseasonalmarkets.

Event-LedActivation

SeasonalFootprintExpansion

18

(1)

O,22/02/26

;(2)

TheWatcherPost,26/02/26

;(3)DatafromLYRetailPlatform

1OLYMPICSASACATALYSTFORALPINELUXURYRETAIL

RETAIL

ACTIVATIONS3

+17%

storeactivationsinMilan

2%

ofallretailactivationstookplaceinItaly

IncomparisontoH22024/inH22025

LOROPIANA

LoroPianaopenedthedoorsofitsfirstboutiqueintheheartofCortina.Thetwo-floorstorefeaturesthebrand’sHoliday2025collection.

LACOSTE

Lacosteunveiledapop-upcaféinCortina’sSuperG,thattransformedthevenuewithlimitededitionsignaturecreationsandanexclusiveaprès-skiexperience.

Thankstotheevent’sglobalreach—sellingabout1.3milliontickets1andcapturinghighdomesticviewership—theMilano-Cortina2026WinterOlympicsactedasahigh-visibilityplatformforluxurybrands,acceleratinginvestmentinalpineretail.InCortina,newboutiquesappeared9whileothersrefreshedandupgradedexistingspacestowelcome2.5million2touristsvisitingfortheGames.Thisretailpushwascomplementedbybroaderbrandactivationsacrossfashionandsports,withalpine-inspiredcollectionsandOlympicoutfittingstrengtheningcredibilityinperformance.BeyondCortina,MilanalsoconcentratedactivationsaroundtheGames,leveragingtheoverlapwiththeFashionweektoamplifyvisibilityandaligncollectionswithalpineandperformancethemes.

PRADA

PradaunveileditsfirstboutiqueintheheartofCortina.Thethree-levelstore,spanning200squaremeterscarrybothmen’sandwomen’scollections.

19

ExperientialactivationsincludePermanentBar,Café,Restaurant,Spa,ChocolateShop,CocktailBar,IceCream,SkatingRink,Bakery,etc.

2CNY26:FROMCAMPAIGNSTOCULTURALIMMERSION

RETAIL

ACTIVATIONS3

+18%

inpop-upactivationsin

China

+120%

inexperientialactivations*in

China

Taiwanincluded

IncomparisontoH22024/inH22025

MIUMIU

MiuMiutookoverShanghai’sDonghuRoadforCNY,wherethebrandilluminatedthestreetwithfestivelightingandinstalledinteractiveexperiencesacrossthreelocations:FufuShanghai,Blaz,andSugarPlum.

VALENTINO

TheValentino’sChineseNewYear2026activation"IlluminateYourDream"tookplaceatthehistoricTianhouTempleinShanghai,wherethebrandtransformedthe1884templeintoaplatformwherehistoryandartconverged.

Forthisyear’sedition,someofluxurybrandsshiftedtheirChineseNewYearapproachfromsymbolicadaptationtodeeperculturalintegration,embeddingthemselvesintoreal-worldenvironments.Ratherthanrelyingontraditionalmotifsalone,brandscombinedheritagereferenceswithcontemporarynarrativestocreatemoreauthenticandlocallyresonantexpressions.BrandssuchasLoewe,MiuMiuandValentinotransformedurbanspacesintointeractiveenvironmentsthroughlightinstallations,eventsprogramming,movingbeyondcommunicationtowardparticipation.Thisevolutionreflectsabroaderstrategicshift:CNYhasbecomeaplatformforbrandstointegrateintodailylife,strengtheningculturalrelevanceandemotionalengagementwithChineseconsumers.

LOEWE

Loewe’s"LanternsoftheNewYear”tookplaceatYuyuanGardeninNanjing,featuringsixlanterninstallationsinspiredbyTheLittleHorseCrossingtheRiveranimatedmovie,featuringwater-screenprojectionsatdusk.

20

3STORESAREBECOMINGINTEGRATEDBRANDENVIRONMENTS

KITH

KithIvyoperatesasamembership-basedhub(~$36K/year)combiningretailwithwellness(GiorgioArmanispa),sports(padelcourt)anddining(Erewhon,CaféMogador),extendingthebrandintoafulllifestyleplatform.

DIOR

Dior’sBambooPavilioninTokyointegratesretailwithexhibitionandeventspaceswithinatemporaryarc