Winter has arrived early in Shanghai, courtesy of Chanel. The French luxury house has transformed a historic villa on Wukang Road into an immersive alpine retreat to celebrate its Coco Neige 2026 collection, the first under artistic director Matthieu Blazy. Located in the city’s fashionable Xuhui district, the 407-square-meter, two-story pop-up trades Shanghai’s urban landscape for a whimsical winter wonderland, complete with oversized snowmen, giant snowflakes, and artificial snow.
Inside, the villa becomes a theatrical mountain escape, with illustrated alpine landscapes, playful polar bears and penguins, ski lift-inspired displays, and a star-filled winter sky extending across the staircase and upper floor. The collection’s ski apparel, quilted outerwear, knitwear, and winter accessories are incorporated into the scenery, transforming traditional product displays into a series of imaginative installations. Inspired by the collection’s campaign photographed by Julien Martinez Leclerc, the experience brings Chanel’s winter fantasy off the page and into the physical world.
Open from October 14 through November 8, 2026, the activation also marks Chanel’s return to the same historic residence that hosted its Mediterranean-inspired Coco Beach pop-up earlier this year. By reinventing the location from a summer villa into an alpine chalet, Chanel demonstrates how temporary retail can give a familiar architectural setting an entirely new identity, creating fresh reasons for consumers to return, explore, and engage with the brand.
