# Underground-Inspired Fashion Pop-Ups SECOO & MSGM Created on an Event Based on 'City Reflectivity' By Laura McQuarrie | Published 2019-07-09 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/fashion-pop-ups References: [prnewswire](https://www.prnewswire.com/news-releases/secoo-and-msgm-teamed-up-to-create-innovative-mirror-image-pop-up-event-stunning-shanghai-with-fashionable-new-concept-300881437.html) SECOO and MSGM joined forces to create a [fashion pop-up event](https://www.trendhunter.com/trends/shein-pop-up) 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](https://www.trendhunter.com/trends/portalm-x-virtual-fashion-exhibition), 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](https://www.trendhunter.com/trends/at-the-edge-of-time) giveaways, with the ultimate aim of helping the up-and-coming Italian fashion brand to become more familiar to young, urban Chinese consumers. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 60% | Activity: 57% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Design](https://www.trendhunter.com/design) ## Key Themes ### What Makes This Trend Stand Out - **Mirror-inspired Pop-ups:** The trend of pop-up spaces incorporating mirror installations to create immersive and reflective experiences for attendees. - **Subway-influenced Event Spaces:** The trend of incorporating high-tech subway elements in fashion pop-ups to create unique and futuristic event environments. - **QR Code Interactive Events:** The trend of utilizing QR codes in fashion pop-ups to create interactive experiences for attendees, particularly for brand awareness and engagement opportunities. ### Sectors Adopting This - **Fashion Retail:** The fashion retail industry can leverage the trend of mirror-inspired and subway-influenced pop-ups to create immersive and engaging event experiences for consumers, building brand awareness and loyalty. - **Creative Event Planning:** Event planning companies can incorporate the trend of mirror-inspired and subway-influenced pop-ups to provide unique and innovative event environments for their clients, setting themselves apart from traditional event spaces. - **Digital Marketing:** The use of QR codes in fashion pop-ups presents opportunities for digital marketing firms to create interactive and engaging campaigns for brands, targeting young and urban consumer demographics. ## Related on Trend Hunter - [Nostalgic Luxury Pop-Ups](https://www.trendhunter.com/trends/celines-zhangyuan-popup.md) - [Gilded Retail Exhibitions](https://www.trendhunter.com/trends/through-the-keyhole.md) - [Crypto-Luxury Fashion Pop-Ups](https://www.trendhunter.com/trends/collection-01s.md) - [Luxury Pop-Up Streetwear](https://www.trendhunter.com/trends/wynn-palace-macau-popup.md) - [Stylish Soda Pop-Ups](https://www.trendhunter.com/trends/poppi-world.md) - [Immersive 3D Fashion Exhibits](https://www.trendhunter.com/trends/portalm-x-virtual-fashion-exhibition.md) - [Luxury Menswear Apparel Pop-Ups](https://www.trendhunter.com/trends/louis-vuittons-soho-popup.md) - [Immersive Back-to-School Pop-Ups](https://www.trendhunter.com/trends/sprayground-pop-up.md) - [Racing Motif Pop-Ups](https://www.trendhunter.com/trends/mytheresa-x-flamingo-estate.md)