As the new year unfolds, commercial spaces along West Nanjing Road in Jing'an district are quietly shifting their approach. Rather than conventional retail launches, an increasing number of international brands are embracing pop-up formats, creating short-term, experience-driven spaces that encourage people to pause, explore, and engage.

Fragrance as an urban experience

From Jan 17 to Feb 1, CHANEL presents The CHANEL Chance Street Pop-up at Reel Mall, centered on its newly released fragrance Chance Eau Splendide.

The pop-up spans two connected areas. Inside Reel Mall, a limited-time space introduces the Chance fragrance line. Outside, in the mall's plaza, a large carousel-inspired installation brings the experience into the surrounding streetscape and makes it visible to passers-by.

Inside the pop-up, visitors can sample Chance Eau Splendide on blotter strips, explore other fragrances from the Chance collection, and try complementary body and skincare products, including cleansing gel, body lotion, and oil.

Design in daily life

A short walk away, Danish design brand HAY has opened a pop-up store at HKRI Taikoo Hui. Rather than presenting a conventional retail display, the space is designed as a relaxed, lived-in setting where furniture, lighting, and everyday objects sit side by side.

Visitors are free to wander, pause, and interact with the pieces. Blue and red tones dominate the interior, creating a calm, structured atmosphere that remains open and approachable.

The pop-up also features small-scale art displays and informal design consultations, allowing visitors with different interests to engage with the space in their own way.

If you go

The CHANEL Chance Street Pop-up

Open: Now until Feb 1

Where: 1F, Reel Mall, No 1601 West Nanjing Road

HAY pop-up store

Open: Now until April 10

Where: Room LG105, LG1, HKRI Taikoo Hui, No 789 West Nanjing Road

Source: WeChat account of Shanghai Jing'an Media Center