How Destinations Shaped Luxury Brand Narratives in 2024: Cities as Canvases
By
Queena Zhang
Published on
February 5, 2025
Cities are vibrant cultural and commercial centers that foster connections between luxury brands and local consumers. In 2024, luxury brands engaged more deeply with the Chinese market, adopting sophisticated localized marketing strategies tailored to the distinct characteristics of individual cities. As luxury brands engage in meaningful dialogue with local consumers, cities have evolved into vibrant cultural stages, fostering authenticity and deeper emotional connections.
This shift encouraged brands to move beyond a broad “China” narrative and instead focus on the unique identities of individual cities. Through fashion shows, exclusive events, and immersive experiences, brands embraced the distinctiveness of specific locales, drawing inspiration from their heritage, architecture, and traditions. They created a dialogue that celebrated local culture.
The result? The result was a powerful fusion of global luxury and localized storytelling, creating deep emotional resonance with consumers. These activations heightened brand engagement and propelled cultural tourism by spotlighting historically and culturally rich destinations, which is crucial for brands and local communities. Here’s how major luxury brands connected with local destinations in China over the past year, reflecting their proactive strategies to engage meaningfully with local cultures.
Valentino x Quanzhou Wulin
In collaboration with The Upper Class magazine, Valentino hosted an exclusive brand banquet in Wulin, a historic village in Quanzhou, Fujian, on March 26, coinciding with the Spring Equinox.
The signature “Valentino Red” adorned traditional Minnan residences, Gothic and Roman-style Western buildings, and the region’s iconic Fan Zai Lou mansions. Meanwhile, traditional performances such as Gaojia Opera, Nanyin music, and the Qing Lion Dance enriched the event by immersing guests in a celebration of Southern Fujian’s rich cultural tapestry.
Valentino strategically used “red” as a visual and emotional anchor in the birthplace of the Maritime Silk Road, blending its brand heritage with local customs. By merging celebrity presence with cultural storytelling, the event drew wider attention to Quanzhou’s historical significance as a UNESCO-listed cultural heritage site.
Balenciaga x Shanghai
On May 30, Balenciaga held its Spring 2025 runway show at the Pudong Art Museum in Shanghai. This was Creative Director Demna’s first runway presentation in Asia and the brand’s third international showcase, following New York and Los Angeles.
The rain-soaked show became a viral sensation on social media, symbolizing the brand’s dynamic engagement with China. Demna’s interpretation of Shanghai was reflected in elongated silhouettes and exaggerated platform shoes reminiscent of the city’s towering skyline.
Beyond aesthetics, Balenciaga infused the show with playful cultural references, from porcelain soup dumplings in bamboo steamers to locally inspired desserts and an Alipay collaboration T-shirt. This approach demonstrated how in-market activations can capture contemporary cultural symbols, opening a fresh dialogue between luxury and urban life.
Louis Vuitton x Beijing
In another initiative in Beijing, on July 10, Louis Vuitton launched its ‘Beijing Fun’ pop-up across four key districts—798 Art District, Gulou, Liangma River, and Guomao—celebrating the latest editions of its Louis Vuitton City Guide series.
A brand long synonymous with travel, Louis Vuitton has consistently embedded city culture into its storytelling. Following the success of its “Hello, Shanghai” initiative, “Beijing Fun” further cemented the brand’s cultural engagement by curating a multi-dimensional narrative of the capital’s history, art, and commerce.
The campaign was amplified through a collaboration with Douyin. It featured celebrities such as Bai Jingting, Eileen Gu, and Hung Huang, generating over 200 million impressions and reinforcing the brand’s resonance with China’s younger generation.
Prada x Huangshan Chengkan
Ahead of Qixi Festival, Prada turned its lens to Chengkan, a well-preserved Ming Dynasty village in Huangshan, Anhui. Brand ambassador Li Xian and model Xie Xin were filmed strolling through the ancient town, blending Prada’s contemporary aesthetics with the timeless elegance of Hui-style architecture.
Chengkan, known as “the first village of Jiangnan,” is home to centuries-old hydraulic systems and Ming-era architectural clusters. Prada’s selection of this location aligns with its ongoing commitment to architectural preservation, as evidenced by previous projects such as Prada Rong Zhai in Shanghai and the brand’s restoration initiatives in Milan and Venice.
Qeelin x Dunhuang
On September 19, fine jewelry brand Qeelin donated funds to the Dunhuang Academy and China Dunhuang Grotto Conservation Research Foundation to support a pioneering study on Sui and Tang Dynasty jewelry unearthed from the caves.
Founder and Creative Director Dennis Chan emphasized Qeelin’s dedication to cultural preservation, stating, “We hope to contribute to the global appreciation of Chinese heritage.” This initiative follows Qeelin’s previous collections inspired by Dunhuang’s celestial murals, further strengthening its East-West design ethos.
Moncler x Shanghai
On October 19, Moncler transformed the China Shipbuilding Pavilion at the Shanghai Expo into “The City of Genius,” an immersive 30,000-square-meter showcase featuring ten distinct creative districts.
The event brought together a star-studded lineup, including Rick Owens, Jil Sander, Palm Angels, Hiroshi Fujiwara, A$AP Rocky, Willow Smith, Donald Glover, Edward Enninful, Nigo, and Lulu Li. Attendees navigated through themed neighborhoods, experiencing spontaneous fashion shows and live performances interwoven with local street food offerings.
With over 8,000 guests in attendance and 57 million online viewers, Moncler’s audacious approach underscored its confidence in the Chinese market while setting a new benchmark for immersive brand experiences.
Chanel x Hangzhou
On December 3, Chanel staged its 2024/25 Métiers d’Art show at West Lake in Hangzhou, making it the third Asian city to host this global event after Tokyo and Shanghai.
Inspired by a black lacquered coromandel screen from Coco Chanel’s Paris apartment, the show’s set design reimagined West Lake’s pavilions and misty landscapes. It fused traditional Chinese elements like mandarin collars, pagoda sleeves, and mountain-water embroidery with Chanel’s signature craftsmanship.
The event also highlighted Hangzhou’s silk weaving traditions, aligning Chanel’s artisanal savoir-faire with China’s rich textile heritage.
La Mer x Chongzuo
In mid-December, La Mer hosted an intimate “Golden Hour” gala in the mountain landscape of Chongzuo, Guangxi. The alfresco dining experience continued La Mer’s partnership with the region, which began in 2023 with a customized spa retreat at the Anantara Resort.
As experiential luxury gains traction, high-end beauty brands are seeking to connect with consumers through destination-based activations. With their shared focus on exclusivity and escapism, luxury resorts are emerging as prime partners for prestige beauty brands.
Beyond Commerce: A Cultural Reawakening
From Beijing and Shanghai to Huangshan, Quanzhou, and Chongzuo, luxury brands are crafting stories that extend beyond mere commerce, forging profound cultural ties with Chinese consumers.
As brands increasingly focus on specific locations rather than generic markets, they are redefining luxury marketing as a form of cultural exchange. These initiatives serve as bridges connecting heritage and contemporary identity, enriching both the luxury sector and China’s evolving cultural landscape.
