Brands in China focus on exhibitions for middle class

Luxury brands in China are adapting to changes in the market by focusing on exhibitions instead of big, exclusive events. As **2025** unfolds, many brands are turning their attention to the broader middle class. This shift comes after a trend of lavish parties targeted primarily at very important customers (VICs). For instance, Penhaligon's will host an exhibition called "Eau So British" in Shanghai from March 25 to April 1. This display will highlight the brand’s 155-year history with unique items and artwork. Similarly, Gucci will present "Gucci Bamboo: Decoding an Icon" at the historic Sunke Villa from April 1 to April 6, showcasing its famous bamboo bag and its craftsmanship. Loro Piana also entered the exhibition scene with "If You Know, You Know," running until May 5 at the Museum of Art Pudong in Shanghai. This retrospective is part of the brand’s centennial celebration and features a sensory-friendly experience spread over 1,000 square meters. The focus here is on Loro Piana's legacy and its artistic ties to China. Experts believe that these exhibitions help connect brands with consumers in a more engaging way. The luxury industry is facing slower sales in China, so brands are looking for innovative approaches to keep their appeal. Exhibitions allow them to showcase their heritage and creativity, creating excitement among potential buyers. In recent years, many luxury brands have turned to exhibitions as a way to engage with consumers. Some experts note that today's exhibitions are more versatile and not limited to traditional museum spaces. They can now be showcased in various venues, allowing brands greater creative freedom. However, there are concerns that the focus on form might overshadow the content. Some past exhibitions have been criticized for relying too much on digital content without physical works to engage audiences effectively. The challenge for brands will be to strike a balance between creativity and delivering meaningful experiences.