Chengdu has quickly emerged as one of the core fashion and luxury retail hubs in the Chinese Mainland.
From the traditional Chunxi Road shopping district to the burgeoning High-Tech Zone, the scale and quality of high-end shopping centers in Chengdu are among the best in the country. These centers attract and influence the most fashion-forward and affluent clientele in the southwestern region while drawing visitors from across the nation and even abroad.
Clearly, one of the keys for luxury brands and sports/outdoor brands alike to winning the Chinese market is winning Chengdu!
Through on-site research, Luxe.CO observed that to capture the hearts of Chengdu consumers and establish benchmark images nationwide, international brands have been rolling out major initiatives in the city—particularly over the past year. These efforts are concentrated in four key areas:
- Super flagship stores
- Art installations and public art events
- Customized products and after-sales experiences
- Localized creative design
Super Flagship Stores
The constant unveiling of newly updated flagship stores and various brand “firsts” ensures that Chengdu’s high-end retail scene always exudes a sense of freshness.
This year, numerous new store openings or remodelings have taken place:
- In Taikoo Li Chengdu, notable launches include the DIOR Men’s Boutique with its Dior Café, Louis Vuitton’s “The Hall” cultural space, Maison Goyard’s newly redesigned store (Asia’s first duplex boutique), Tiffany’s first three-story flagship store in China, Loewe’s Chengdu Gaotai, LEMAIRE’s first store in China, Qeelin’s first-ever nationwide concept store, Max Mara’s two-story concept boutique, Adidas’ eighth Brand Center in China, Wilson’s Southwest flagship store, BIRKENSTOCK’s first Southwest concept store, Le Labo’s Southwest debut, GOLDWIN’s new flagship store, KEEN’s Southwest debut, Nobis’ Southwest debut, and SHAKA’s first standalone store in China.
- In Chengdu IFS, notable entries include Chanel’s new boutique, Giorgio Armani’s newly conceptualized store, KEF’s first wireless HiFi experience store (KEF Music Studio) in the Chinese Mainland, Grand Seiko’s Southwest debut, True Religion’s Southwest debut, and Bell & Ross’ first store in Chengdu.
- In Chengdu MixC, brands such as Mammut (its first store in Sichuan), montbell, and Camper have opened their Southwest flagship stores.
These flagship stores are often large-scale, two- or three-story boutiques, concept stores, or salon spaces that stimulate all five senses to create unforgettable brand experiences.
Such stores represent the brands’ investment in image building, consumer engagement, and cultivating brand loyalty, while also demonstrating strong confidence in Chengdu’s market potential.
Above: Dior Café, Louis Vuitton’s “The Hall,” Maison Goyard’s duplex boutique, Tiffany’s flagship store, LEMAIRE’s first store in China, Loewe Gaotai, and Qeelin’s concept store.
Public Art Installations and Brand Events
In addition to themed events organized by commercial venues themselves, many brands have brought spectacular public art installations and brand events to Chengdu.
On one hand, these public art initiatives enrich the multidimensional image of the brand in the minds of consumers. On the other hand, the creation of public art often fosters open dialogue among the public. With their playful and participatory nature, these installations and events draw more consumers into the brand’s world and encourage active engagement.
Above: Louis Vuitton collaborated with artist Takashi Murakami to launch new art installations, including Superflat Panda and Superflat Garden, located at Louis Vuitton Maison and The Hall, attracting significant foot traffic.
Above: Inside Loewe Chengdu Gaotai, an art installation by Huang Wanbing—finalist of the 2023 Loewe Foundation Craft Prize—showcased “Entropy Reduction of Chaos” (2022).
Above: At the end of August, Loewe held a photography exhibition titled “Chengdu Got Hands” at its Chengdu Taikoo Li store. Photographer Yang Bowei captured the hands of ten Chengdu creators, showcasing crafts and art forms ranging from ancient tools to modern music, representing a lifestyle unique to Chengdu.
Above: In August, BURTON hosted its RIDE DAYS event in Chengdu.
Above: At the end of September, FREITAG hosted the S.W.A.P. event at Regular, inviting consumers to swap their pre-loved bags for a “new” bag of their choice.
Customized Product Services and After-Sales Experiences
“Our customization services are extremely popular. Many tourists purchase products and then have them customized with their favorite elements. Local consumers in Chengdu also personalize products with local features to gift their friends,” a sales associate at a Taikoo Li Chengdu store told Luxe.CO.
Customized product services and unique brand experiences have become one of the key ways for fashion and luxury brands to deepen their connection with consumers. Through distinctive services and experiences, brands have more opportunities to leave a lasting impression on their customers. Many of these customers share their experiences on social media, becoming proactive content creators for the brand.
Above: Zegna, Tom Ford, Kiton, Brunello Cucinelli, Canali, Boss, and Dunhill participated in the Made to Measure event at Chengdu SKP, offering bespoke menswear services.
Above: The personalized customization area “Your Creativity” on the first floor of Adidas’ Taikoo Li Chengdu store features a variety of Chengdu-themed badges.
Above: The second floor of Lego’s Taikoo Li Chengdu store hosts the Lego Minifigure Factory, where customers can customize their minifigures’ facial expressions, hairstyles, outfits, and other components.
Above: The Embroidery Workshop at Muji’s Taikoo Li Chengdu store allows customers to embroider letters or patterns onto clothing and textiles.
Above: The Rebird™ Renewal Workshop inside Arc’teryx’s Taikoo Li Chengdu store offers maintenance and repair services for consumers.
Above: Barbour’s Taikoo Li Chengdu store features a Re-Waxing Space, providing re-waxing services for customers’ jackets.
Localized Creative Design
Another striking feature of Chengdu’s retail landscape is the careful integration of local Sichuan culture into brand stores.
From the preservation and transformation of historical architecture to store designs and unique products, many brands have incorporated local elements into their spaces. These features carry the DNA of Chengdu and create one-of-a-kind localized experiences and memories for consumers.
Above: Loewe’s Taikoo Li Chengdu store is located in a replica of Gaodelin Mansion, a century-old residence originally built during the Qianlong era. As one of the few surviving medium-sized Sichuan-style residential structures in Chengdu, the brand retained the original architectural design and brick-wood structure in the construction of the store.
Above: Patagonia’s store on Citang Street, which dates back to the Kangxi era of the Qing Dynasty. Named after a temple built by Nian Gengyao for Eight Banners troops, Citang Street preserves its century-old street layout and historical legacy, making it a rare and unique location in downtown Chengdu.
Above: Qeelin’s Taikoo Li Chengdu store is the brand’s first concept store in China featuring the Bo Bo Panda. Its exterior, crafted from bamboo panels, naturally embodies the cultural essence of Sichuan.
Above: Arc’teryx’s Taikoo Li Chengdu store features a logo inspired by Sanxingdui bronze artifacts, blending the brand’s image with ancient Sichuan culture.
Above: Lego’s Taikoo Li Chengdu store showcases Lego models with Sichuan characteristics, offering a playful yet locally inspired shopping experience.
The vibrant and curious nature of Chinese consumers makes the Chinese market a vast stage for international brands to unleash their imagination and demonstrate multidimensional creativity. Chengdu, with its unique cultural and geographic environment and its enthusiastic fashion consumption, has become fertile ground for brands to showcase their best. The city also offers valuable insights into future trends in retail innovation and marketing strategies.
| Image Credit: Luxe.CO photography, official brand social media accounts
| Editor: Zhu Ruoyu
