A journey into creativity: inside the Kering Pavilion at CIIE in Shanghai
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November 07, 2025
A journey into creativity: inside the Kering Pavilion at CIIE in Shanghai
Designed around a single theme—Creativity is Our Legacy—the Kering Pavilion offers an immersive journey through its Houses for the Group’s seventh consecutive participation at the China International Import Expo, from November 5 to 10, 2025. Step inside.
Fluid forms that strike a delicate balance between openness and intimacy: the Kering Pavilion draws inspiration from the natural environment to reflect the Group's living, evolving force of creativity. Gently curved enclosures define individual spaces where each House reveals its distinctive universe and savoir-faire. Meanwhile, open display tables, accentuated by curvilinear panels, form a landscape that invites exploration. Light filters through the panels, casting shadows and animating the displays with movement and depth.
The construction itself reflects Kering sustainability commitments: modular prefabricated elements reuse 50% of materials from the previous year while, for part of the furniture, traditional leather is replaced with full-plant-life-cycle leather provided by PEELSPHERE, the first-place winner of the 2nd Kering Generation Award China.
Celebrating heritage, reimagined
Visitors discover the pavilion at their own pace, wandering freely between intimate alcoves and open vistas, each path revealing new wonders.
Step into the Gucci space, designed around the House's iconic Flora motif, and enter a world in bloom. Here, ten vintage silk scarves dating back to the 1950s and 1990s float against illustrated flowers, the walls themselves transformed into art.
Move to Saint Laurent, where two looks from the Winter 2025 Women’s collection, straightforward pieces free of superfluous details, demonstrate the brand’s command of silhouette and proportion.
At Bottega Veneta, pause before four striking Cabat bags. Each one, crafted using the House’s signature Intrecciato weaving, becomes a study in form and texture.
In another space, Balenciaga presents five looks from the recent Spring/Summer 2026 show, Pierpaolo Piccioli’s first collection for the House. An Apple Vision Pro headset equipped with an immersive view of the show gives participants a virtual experience of being seated front row.
Five signature pieces of menswear at Brioni speak to the House's mastery of construction, fabric, and fit, qualities that have made it synonymous with timeless elegance for 80 years.
Meanwhile, McQueen draws visitors into a more theatrical territory with intricate lace, feathered drama, and romantic sheer panels. The six looks include one outstanding piece worn by Lana Del Rey at the Met Gala 2024: a corseted dress in silk double georgette and tulle, hand-embroidered with bronze hammered bullion hawthorn branches, inspired by the patina and form of Alberto Giacometti’s sculptures.
Expressions in craftsmanship
Jewelry and tableware continue the dialogue between tradition and innovation, with Boucheron featuring four Question Mark necklaces: the Acanthe, Flèche du Temps, Lierre de Paris, and Fougère, emphasizing the House’s Parisian heritage and century-old craftsmanship. Qeelin presents four jewelry sets—Wulu Diamond Lotus, Wulu Shanshui, Bamboo Bo Bo, and Xi Xi—celebrating Chinese cultural symbols reinterpreted through contemporary luxury.
Pomellato offers bold, colorful high jewelry that reflects the brand's confident and unconventional spirit.
Nearby, Italian porcelain manufacture Ginori 1735 displays vases, teapots, and decorative objects that carry nearly three centuries of ceramics expertise.
The pavilion also reveals how Kering Houses’ artisanal savoir-faire translates across categories.
Kering Beauté presents artisanal perfumes from Creed—heritage formulations passed down through generations. Meanwhile, eight fragrances created with Bottega Veneta sit on an Italian walnut table offer captivating aromatic compositions that release a scent both alluring and rich with stories.
To complete the showcase, ten fragrances from the new high perfumery collection created with Balenciaga, launched in September 2025 and making its Asia-Pacific premiere, rest on an earthy, seamless concrete surface.
Kering Eyewear presents eyewear designs from McQueen, Balenciaga, Bottega Veneta, Gucci, Saint Laurent—each pair an extension of its House's aesthetic vision. The selection also includes models from renowned eyewear brands Lindberg and Maui Jim.
Technology meets tradition
Beyond physical craftsmanship, the pavilion embraces innovation through immersive digital experiences. A simple gesture on an interactive pad conjures a personalized video—shareable instantly on WeChat.
Elsewhere, an augmented reality game invites guests on a "AR Treasure Hunt" through the pavilion, discovering iconic products and deepening engagement with each House's story. Here, technology becomes a bridge that enhances the experience and creates lasting connections.
A strategic commitment
Through its continued presence at CIIE, the Group reaffirms both its dedication to Chinese consumers and its belief in the importance of cultural dialogue in luxury—a commitment underscored by the presence of CEO Luca de Meo on opening day.
Highlighting the remarkable dynamism and spirit of innovation in China, De Meo explained that Kering was "here not only to contribute but also to learn, share, collaborate, and co-create".
This year, that vision takes tangible form through two initiatives. Kering will partner with China Resources to enhance sustainability across stores located in the retail network of Mixc Lifestyle Center, in Chinese Mainland. The Group also launches the Kering CRAFT program, developed with Shanghai Fashion Week. Standing for Creative Residency for Artisanship, Fashion and Technology, Kering CRAFT is designed to spotlight, accelerate, and elevate the next generation of visionary Chinese creative talents through a cross-continental residency program spanning Milan, Paris, and Shanghai.
Beyond the showcase
This year's pavilion offers much more than a showcase—it creates an immersive experience that feels both refined and future-focused. Through it, Kering reflects its enduring commitment to excellence, sustainability, and culture, inviting visitors to understand what "Creativity is Our Legacy” truly means: heritage and innovation brought to life through exceptional craftsmanship across Kering Houses.
