Shanghai K11 10th Anniversary Concept Store Design

A limited-time concept store by OVERLAB at Shanghai K11 Shopping Mall, celebrating the mall’s 10th anniversary and featuring trendy global streetwear brands. Our agency was in charge of concept and visual design.

THE CONCEPT The pop-up concept was inspired by the idea of international airports, symbolizing the arrival of global streetwear trends at Shanghai K11. Since the event celebrated K11’s 10th anniversary, we wanted to create something bold and memorable that would reflect the energy of both travel and fashion. THE DESIGN I designed the key visual based on airport elements—boarding passes, departure boards, and luggage tags—creating a strong identity that was applied across posters, merchandise, signage, and digital promotions. Each visual detail was crafted to give the feeling of stepping into a fashion terminal. For the space design, I created directional floor graphics, gate signs, seating areas, and themed photo spots. Despite being based in Hong Kong, I worked closely with the local team in Shanghai to ensure everything was executed smoothly. The immersive setting helped draw in both fashion lovers and curious mall visitors. THE CHALLENGE Since the project was based in Shanghai and I was in Hong Kong, managing production remotely was a major challenge. I had to communicate design intentions clearly to the local team, handle time zone differences, and make decisions without being on-site. Ensuring accurate execution of visual elements—especially spatial designs—meant I had to be extremely precise with mockups, references, and documentation. THE OUTCOME

I was the Chief Designer of this project. Despite having to travel and manage unexpected challenges, our team worked closely with the mall to bring everything together. The event was well received, especially at the opening. I learned the importance of clear communication with local teams to ensure a smooth execution abroad.