SECOO and MSGM joined forces to create a fashion pop-up event in Shanghai based on the theme of City Reflectivity. Inspired by the underground, the concent space was created as a "state-of-the-art mirror image." The space was styled with light boxes, LED lighting, an oval bar, mirror art installations, a runway and even elements influenced by high-tech subway systems. Centered around mirrors, the event space also encourages not just self-reflection but also social sharing.
The collaborative pop-up space was introduced with a kick-off party for fashion influencers, media personnel, DJs, artists and other industry leaders. Within the fashion pop-up, attendees can interact with QR codes to learn more about Milan Fashion Week giveaways, with the ultimate aim of helping the up-and-coming Italian fashion brand to become more familiar to young, urban Chinese consumers.