Luxury meets legacy: Inside Boucheron’s Quatre pop-up

Overview To mark the 20th anniversary of its Quatre series, Boucheron is operating a pop-up from July 27 to August 11 on Shanghai’s trendy Yuyuan Road, a locale rich in heritage and cultural ambiance. The pop-up is located in the Yuyuan Department Store, a revamped historic building in the city’s Changning District. Visitors can try on designs from the Quatre series and explore the new spring and summer creations. The space also features a photo booth with metal elements from the Quatre collection and a coffee stop. Netizens’ reaction Boucheron’s pop-up space has become a hip destination in Shanghai, significantly boosted by the brand’s global brand ambassador, actor and singer Xiao Zhan, and his substantial fan base. With 32.4 million followers on Weibo, Xiao, also known as Sean Xiao, has driven considerable offline traffic to the pop-up, as evidenced by reviews on Weibo and Xiaohongshu. The interactive installations and photo-friendly settings are among the store’s most praised features. However, criticism has emerged regarding the curation and scale of the space, as well as traffic control. Verdict Boucheron’s pop-up space in Shanghai is a masterstroke in blending heritage with contemporary allure. Set against the historically rich backdrop of Yuyuan Road, the initiative honors the legacy of the Quatre series while captivating a modern audience. The choice of venue – a revitalized historic building in the Yuyuan Department Store – adds a layer of cultural depth. According to Kering’s H1 2024 results, Boucheron grew strongly over the period, particularly in Japan. Although the brand’s performance in China was not disclosed, its ambitions in the Chinese market are evident. This is highlighted by the appointment of Xiao as brand ambassador in November last year and the hosting of a pop-up store showcasing its signature collection. In an era when branded exhibitions and pop-up stores have become commonplace in China, luxury brands face greater challenges distinguishing themselves and impressing sophisticated Chinese consumers. Leveraging celebrity endorsements can drive substantial foot traffic and attract a broader audience eager to engage with the brand. However, creating compelling storytelling rooted in brand heritage is fundamental for retaining potential customers.

Luxury meets legacy: Inside Boucheron’s Quatre pop-up

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Published August 08, 2024

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Luxury meets legacy: Inside Boucheron’s Quatre pop-up