To promote its “urban pastoral” SS 2025 collection of handbags, French luxury brand Longchamp is bringing a pop-up “vegetable garden” to Shanghai, at the Who Hua (WHO花, lit. Who Flower) conservatory in Zhongshan Park. After the initial opening event, the garden will be open to the public between 28 February and 2 March with an authentic French countryside experience.
To gamify the experience, users of the Longchamp mini-program will need to determine their vegetable “personality” (人设, lit. character setting), such as old money aristocrat artichoke, philosopher bay leaf, sweetheart radish and cyber fashionista spinach with a test. Users can also invite a friend to go with them. After booking, visitors can receive a token to either exchange for a special blend drink, a vegetable or fruit, or enter a game to win more tokens. Visitors can also win tokens by participating in vegetable-related quizzes or posting on Rednote.
For the promotion of an immersive rustic French experience, Longchamp invited three food influencers, including French chef Corentin Delcroix, Li Zhanxu and Jrake, to prepare dishes inspired by and made use of the fresh vegetables harvested from the garden. The recipes are also available on Longchamp’s social media accounts.
Longchamp leans heavily into the brand narrative with a pastoral French countryside image by bringing an authentic, immersive event to the park. With French-inspired dishes and gamified experiences, the brand tries to transport visitors to the urban farm Longchamp is trying to channel. In fact, Longchamp has been known for its “songchigan” (松弛感, lit. chill vibe) in China as its brand narrative centres on “slow life”. The Longchamp takeover of Zhongshan Park in Shanghai gives the city dwellers a chance to immerse themselves in the relaxed atmosphere.
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