How Shanghai Plaza 66’s Annual ‘Home to Luxury’ Party Won Over Local Shoppers

What Happened: On November 26, the annual “Home to Luxury” party was unveiled at Plaza 66 — the ultimate luxury shopping destination in Shanghai. Featuring a top lineup of performances as well as the release of limited-edition luxury products, this year’s celebration included music talents like Joey Yung and Kailin Wang (also known as Lil Ghost), actor Song Weilong, actress Yang Zi, and fashionistas Fil Xiaobai and Cici Xiang. These talents were also featured in livestream videos and vlogs, sharing their remarkable performances with online viewers.

In the evening, the shopping mall was decorated with a curation of pop art installations, such as creative cameras and digital comic album containers, which allowed VIPs to explore the venue in an engaging way. Guests were also able to win exclusive complementary gifts via the interactive games like Pop Canned Food Wall and Crane Claw Machine. Meanwhile, on-site consumers earned triple membership points with purchases, making the event an annual reward for the mall’s loyal customers.

Plaza 66 was decorated with a curation of pop art installations such as creative cameras and digital comic album containers. Photo: Courtesy of Plaza 66

Jing Take: Over the past two decades, the Hang Lung-owned Plaza 66 has maintained its position as a leading retail location among luxury shopping malls in Shanghai and throughout the country. As a leading Hong Kong company with an extensive real estate portfolio, Hang Lung Properties has developed, purchased, and managed world-class commercial complexes in key mainland cities since the 1990s. So far, the group has landed in nine cities on the mainland and developed 11 properties there, including Heartland 66 in Wuhan, which opened earlier this year, and Westlake 66 in Hangzhou, which is still under construction.

The theme of the party, “Home to Luxury,” was derived from the mall’s consistent positioning as a home to prestigious global brands, which showcases its commitment to inspiring fashionable lifestyles and providing customers with exclusive experiences. This year marked the mall hosting the event for the fifth consecutive year. This initiative is not only a creative marketing tool consolidating customer retention and loyalty, but also an important occasion for social networking among China’s high-end consumers.

The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.