London-based fashion brand COS operated an interactive pop-up celebrating the Spring Festival and the Year of the Horse at Tianhou Palace in Shanghai. During the event, the brand presented its limited-edition Spring Festival capsule for the Year of the Horse alongside selected pieces from its wider collection, while introducing a series of experiential moments rooted in traditional aesthetics, artistic performance and modern culture. By situating products within a culturally grounded, open environment, COS strengthened its brand expression in China and, in a more rational consumption climate, articulated a longer-term pathway for consumers to engage with the brand’s values and design ethos.

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