The brand officially reopened its ÉTÉ CELINE Pop-Up within the historic Zhangyuan district of Shanghai. Inspired by the effortless allure of French coastlines during seaside holidays, the immersive retail activation serves as a playful yet elegant tribute to the Parisian summer lifestyle.
The exterior architecture makes an immediate visual impact, utilising Takashi Homma’s New Waves series as the backdrop for a vast seascape facade overlooking the central courtyard. The photography serves as a perfect encapsulation of the spirit of summer, bringing a natural, unrestrained energy to the space that possesses a wild beauty of motion, openness and a sense of freedom. This outdoor area is further anchored by a crafted sand dune and two elegant cabanas – one operating as an ice cream bar and the other functioning as a dedicated bike and surf shop.
Stepping inside, the ground floor mirrors the aesthetic of classic beach houses and traditional Parisian interiors. This setting houses the seasonal ÉTÉ CELINE collection, showcasing a curated range of womenswear ready-to-wear, accessories and select menswear pieces. Further activating the ground floor is an outdoor patio equipped with ping-pong tables, which leads directly into a specialised customisation room.
As an exclusive opportunity at the Zhangyuan pop-up, clients purchasing items from the denim collection – including jeans and jackets – can have the garment’s leather tag personalised with their initials or an illustration of one of the 12 zodiac animals. Upstairs, the experience continues across four immersive rooms featuring displays for jewellery and Haute Parfumerie, private salons and a dedicated photobooth. The entire environment is tied together by a precise interior design strategy utilizing a mix of vintage pieces and specially designed furniture.
