Award: CAMPAIGN CATEGORIES \ C33. Best Pop-Up Event

Facing a flagship boutique closure, Piaget launched a two-month pop-up in Shanghai’s historic Zhangyuan district to maintain sales momentum and unveil its new High Jewelry collection.

The challenge was adapting HQ’s open-air VIP design guidelines into secure, localized showcases suitable for heavy public footfall within a smaller footprint. We engineered a dynamic, dual-journey space: a highly interactive “Temp Store” for the public and an exclusive High Jewelry Showroom for VIPs.

The public experience was gamified via a custom WeChat AR Mini-program, driving engagement and social sharing. Simultaneously, the VIP showroom hosted 21 private days and flawlessly executed a massive overnight transformation for a high-profile celebrity cocktail party.

By seamlessly blending digital discovery, public accessibility, and exclusive luxury hospitality, the pop-up successfully converted massive organic foot traffic into active shoppers while retaining Piaget’s elite clientele.