Luxury in Asia: the age of augmented storytelling?

By Alexis Bonhomme

Drones in the skies of Shenzhen, ephemeral hotels in Bangkok, artisanal workshops in Tokyo: in 2026, luxury in Asia no longer merely seduces, it stages. Driven by a growing demand for experience and meaning, brands are deploying spectacular and culturally anchored activations, revealing a new grammar of desire.

The best of China

In China, luxury confirms its role as a strategic laboratory for international brands. On the occasion of Lunar New Year 2026, these brands deployed activations combining cultural anchoring, technological innovation, and immersive experiences, reflecting an increasingly refined understanding of local expectations and generational dynamics.

Ralph Lauren | “In Pursuit of Dreams” Show in Shenzhen
“Last February, the sky of Shenzhen became our canvas as we celebrated the Year of the Horse with a spectacular drone show. Bringing the Polo Pony, the most enduring and iconic symbol of our brand, to life as a moving artwork through thousands of synchronized drones was a beautiful way to unite tradition, innovation, and storytelling, while creating a connection with audiences around the world.” David Lauren, Chief Branding and Innovation Officer, Ralph Lauren Corporation

Overview :
In February 2026, Ralph Lauren illuminated the Shenzhen skyline with a large-scale drone show titled “In Pursuit of Dreams,” blending technology and equestrian storytelling to celebrate the Year of the Horse.

The sky as a narrative canvas:
More than 5,000 drones formed aerial scenes, including a horse by the water, a galloping horse, and a polo rider, translating Ralph Lauren’s equestrian DNA into monumental imagery.

When technology meets heritage:
The Polo Pony appeared as a dynamic artwork in the sky, bringing Ralph Lauren’s most iconic symbol to life through immersive technological staging.

Amplification through celebrities:
Chinese celebrities Li Bingbing and Li Naiwen attended the show and shared it online, expanding the reach of the activation on social media.

Aspirational message:
The show concluded with a quote from Ralph Lauren: “I create dreams for today and for tomorrow,” transforming the skyline into a statement of aspiration and imagination.

Moon Boot | Lunar New Year Campaign and Activations
Overview :
For Lunar New Year 2026, Moon Boot launched a dedicated campaign celebrating the Year of the Horse, extending a series of activations that strengthened the brand’s visibility in China. Leveraging pop-ups, collaborations, and storytelling, the initiative combined immersive retail concepts and culturally adapted design to position Moon Boot at the crossroads of winter sports, streetwear, and lifestyle fashion among Chinese Gen Z.

Lunar New Year campaign rooted in local storytelling:
The initiative integrated horse symbolism and winter visuals, connecting Moon Boot’s alpine identity to local cultural storytelling while reinforcing the brand’s growing resonance in the Chinese fashion landscape.

Pop-ups and experiential activations with ENG:

Recent installations, such as the temporary “踏雪逐马” space in Shanghai, recreated immersive snowy environments, translating Moon Boot’s alpine aesthetic into retail experiences for Chinese consumers.

Strategic collaborations and limited editions:
Partnerships with Chinese multi-brand retailer ENG and limited-edition accessories tied to the Year of the Horse created a sense of localized exclusivity, blending Italian design heritage with contemporary Chinese cultural references.

Digital momentum among Gen Z:
Supported by consistent storytelling on social media and a growing presence on Xiaohongshu, Moon Boot developed strong engagement among young fashion audiences, reinforcing its repositioning from functional snow gear to a lifestyle piece.

Bottega Veneta | “Sweet Honey” Campaign and Floral Activations

Owerview:
For Lunar New Year 2026, Bottega Veneta launched the “Sweet Honey” campaign, driven by a cinematic film celebrating reunions and everyday rituals through the nostalgic song Sweet Honey. Extending this narrative offline, the brand partnered with selected florists in Shanghai and Beijing, inviting consumers to welcome the new year through floral symbolism while discovering the Lunar New Year collection.

Emotion-centered campaign film:
Directed by Dorothy Zhang, the film features personalities such as Sylvia Chang, Zhang Kang Le, Fan Zhanle, and Qu Yuyu in intimate scenes of cooking, cycling, karaoke, and family gatherings, evoking nostalgia through the iconic melody Sweet Honey.

Cultural storytelling through everyday rituals:
Rather than relying on obvious festive imagery, the film focuses on ordinary moments such as buying flowers, preparing meals, or putting on new clothes, creating an emotional and relatable portrait of Chinese New Year traditions.

Floral collaborations in major cities:
From January 31 to February 8, Bottega Veneta partnered with independent florists such as Wilde Flower and UNIFLORIST in Shanghai, as well as Rolling Rose and Mizu Flos in Beijing, transforming flower shops into true campaign touchpoints.

Adidas | “Premium Lux” VIP Lounge Activation, China
Owerview:
Adidas hosted an exclusive VIP event to launch its Premium Lux “柔自贵” collection, co-created with Chinese designer brand Samuel Gui Yang. Presented as a Lunar New Year gathering, the activation brought together influencers, media, and guests in an intimate lounge blending sport, fashion, and contemporary Chinese aesthetics, positioning Adidas within the fast-growing premium athleisure segment in China.

Designer collaboration to elevate sportswear:
The collection was developed with Chinese designer brand Samuel Gui Yang, combining Adidas’ sporting heritage with the contemporary aesthetic of “New Chinese Style,” reinforcing the brand’s evolution toward a more premium fashion territory.

A VIP Lounge conceived as a cultural gathering:
The activation recreated an elegant “New Year salon” where influencers and guests gathered for discussions, presentations, and product discovery, embedding the collection within a lifestyle and cultural storytelling universe.

Chinese aesthetic narrative:
The event revolved around the symbolic color red, linking the collection to Lunar New Year codes while highlighting modern interpretations of Eastern elegance and contemporary Chinese femininity.

Digital amplification driven by influencers:
Invited creators shared the experience on social media, turning the event into an editorial activation and extending the visibility of the Premium Lux collection beyond the physical space.

Hermès | Collaboration Around Intangible Cultural Heritage

Overview :
In February 2026, Hermès partnered with Wallpaper China to launch an initiative around intangible cultural heritage, reinterpreting the brand’s equestrian imagery through traditional Chinese craftsmanship. Bringing together artisans from disciplines such as paper cutting, shadow puppetry, and ceramics, the project transformed Hermès silk scarf horse motifs into new artistic expressions, illustrating the dialogue between heritage craftsmanship and contemporary luxury storytelling in China.

Equestrian heritage reinterpreted through craftsmanship:
Artisans were invited to reinterpret Hermès’ iconic horse motifs through their own know-how rather than reproducing existing designs, transforming the brand’s equestrian DNA into contemporary works rooted in traditional Chinese techniques.

Valorization of intangible cultural heritage:
Practitioners such as paper-cutting artist He Xia, shadow theater master Li Jian, and ceramists from Jingdezhen integrated their regional craft traditions into the project, positioning intangible heritage as a living and evolving cultural system.

Dialogue between luxury and traditional craftsmanship:
The initiative connects Hermès’ heritage as a saddler to Chinese artisanal traditions, showing how international luxury houses can engage local cultural know-how while reinforcing authenticity and cultural depth.

Continuity of artistic engagement in China:
Following previous collaborations and projects at Maison Hermès Shanghai, the initiative extends the brand’s strategy of fostering artistic exchange and cultural creativity in China.

Burberry | Alpine Pop-up Boutique in Chongli / Zhangjiakou
Overview:
Burberry opened a winter pop-up boutique in Chongli, one of China’s main alpine destinations, reinforcing its heritage in outerwear and exploration. Designed as a refuge against the mountain climate, the space featured iconic coats, scarves, and the Lunar New Year 2026 collection, while embedding the brand in China’s growing ski and winter lifestyle culture.

Reinterpreted heritage symbol:
The pop-up revolves around a restored version of Burberry’s historic clock, originally installed on the façade of the London Haymarket flagship. This emblematic artifact anchors the installation by linking the brand’s British heritage to a contemporary alpine setting.

When luxury meets ski culture:
Located in Chongli, a major winter sports hub that has been rapidly developing since the Beijing Winter Olympics, the activation connects Burberry’s outerwear expertise with the expanding ecosystem of ski tourism and winter lifestyle in China.

Outerwear at the heart of the brand narrative:
The space highlights Burberry’s iconic coats alongside scarves and seasonal collections, reinforcing the House’s identity as a pioneer of functional luxury dedicated to exploration and protection against the elements.

COS | Year of the Horse Capsule and New Year Pop-up

Overview :
COS a lancé une capsule en édition limitée pour l’Année COS launched a limited-edition capsule for the Year of the Horse accompanied by an immersive Lunar New Year pop-up at the historic Tianhou Palace in Shanghai. Blending contemporary minimalism with subtle festive symbolism, the activation invited celebrities and influencers to discover the collection in a calm experiential space inspired by traditional Chinese tea house culture, combining fashion presentation, cultural activities, and interactive storytelling.

Minimalist interpretation of Lunar New Year codes:
Rather than bold aesthetics, COS approached the season with restraint. Signature red tones appeared alongside cream and black palettes, while fluid horse motifs evoked the zodiac through subtle details and accessories.

A historic venue serving contemporary design:
The launch transformed Tianhou Palace into an immersive showroom where historic architecture framed COS’s modern silhouettes, creating a dialogue between traditional cultural spaces and contemporary fashion design.

Experiential cultural programming:
Visitors participated in tea workshops, handcrafted scented sachet making, and a wishing tree installation, reinforcing a slow and contemplative atmosphere aligned with COS’s philosophy of quiet luxury and thoughtful design.

Social amplification driven by influencers:
Chinese influencers and tastemakers were invited to explore the space and present the collection, generating organic content on social media and positioning the capsule as a modern and refined interpretation of Lunar New Year style.

CRAFT | Opening of the First Concept Flagship in Shanghai

Overview:
CRAFT officially opened its first concept flagship in mainland China at HKRI Taikoo Hui in Shanghai, following a one-year trial phase at Zhangyuan. Marking a strategic transition from market testing to a permanent retail presence, the Swedish endurance brand introduces a “360° endurance experience” concept while asserting its ambitions within China’s rapidly growing sportswear and athleisure landscape.

From testing to flagship:
After testing consumer response with a temporary space in Zhangyuan, CRAFT transformed insights on fit, climate adaptation, and product mix into a permanent concept store, signaling its confidence in local demand for performance-driven sportswear.

Positioning around endurance:
The flagship integrates running, cycling, training, and skiing within a minimalist Scandinavian space, positioning CRAFT not as a niche technical brand but as a complete ecosystem dedicated to endurance, aligned with the rise of athleisure culture in China.

Localization of a global heritage:
While remaining rooted in its Swedish performance heritage, the brand develops fits adapted to the Asian market and adjusts its materials to local climate conditions, illustrating a pragmatic localization strategy as it expands its retail network in China.

Borsalino | Strategic Expansion in China
Overview :
Italian hatmaker Borsalino announced its official entry into the Chinese market through a long-term partnership with Shanghai-based Essence Group, accompanied by a five-year development plan combining retail and e-commerce. The strategy will begin with the first mainland China boutique in Shanghai, which will serve as a model for future openings across Greater China while building a structured omnichannel presence.

Structured market entry through a local partnership:
Rather than aiming for rapid expansion, Borsalino is entering the market through a strategic alliance with Essence Group, leveraging its expertise in luxury brand management to ensure controlled retail deployment and culturally relevant positioning.

Shanghai as the gateway to the market:
The first directly operated boutique in Shanghai will serve as a reference store, defining standards for future mono-brand locations in mainland China, Hong Kong, Macau, and Taiwan, as the brand develops its physical presence in the region.

An omnichannel growth strategy:
Alongside physical retail, the partnership includes the launch of a Chinese online flagship and digital storytelling on RED, Douyin, and WeChat, creating a coordinated ecosystem to introduce the historic Italian house to a new generation of consumers.

The best of Asia

Across Asia, luxury is deploying increasingly nuanced strategies, balancing global consistency with local adaptations. From cultural activations in Japan to retail experiences in Southeast Asia, brands are navigating markets with strong identities, making the region a privileged ground of expression for a form of luxury that is both global and deeply contextualized.

Asie | Hennessy Campaign “Gallop Towards Bright Perspectives”
Overview:

For Lunar New Year 2026, Hennessy activated the theme of the Year of the Fire Horse through a coordinated strategy spanning mainland China, Hong Kong, Singapore, Malaysia, and key travel retail hubs across Asia-Pacific. Between limited-edition zodiac packaging, monumental installations, digital activations with celebrities, and musical cultural programming, the House reinforced its positioning in premium gifting while embedding itself in festive rituals.

The Fire Horse as an experiential anchor:
The sculptural zodiac motif structured the campaign both visually and spatially, from immersive pop-ups at Singapore Changi Airport and the House of Hennessy in Hainan to limited editions of V.S.O.P, X.O, and Paradis designed for collection and festive display.

Travel retail as a celebration platform:
In Singapore, Hong Kong, and Macau, tastings, cocktail-on-tap formats, food and spirits pairings, and gamified experiences transformed duty-free spaces into cultural stages, making gifting a ritualized experience during travel periods.

Celebrities and music for cultural resonance:
In mainland China, Jackson Wang and Dylan Wang drove social engagement and brand collaborations, while Malaysia launched an original Lunar New Year single, extending Hennessy’s historical link with music into a festive and youth-oriented expression.

Pan-Asian consistency, local nuances:
While unified under the Fire Horse narrative, each market expressed its own cultural codes, from Michelin-starred gastronomic experiences in Hong Kong to spectacular travel retail activations in Singapore.

Hong Kong | Miu Miu Launches “Manifeste” and Expands Its Flagship

Overview:
In February 2026, Miu Miu deployed its “Manifeste” pop-up concept in Hong Kong and Hangzhou, presenting the SS26 collection through immersive retail environments combining playful scenography and product discovery. Alongside these temporary activations, the brand also expanded and reopened its flagship boutique at Landmark Atrium in Hong Kong, reaffirming its long-term commitment to the city as a major luxury hub in Asia.

“Manifeste” pop-up concept in Asia:
The series of pop-ups began in Hong Kong before moving to Hangzhou, offering a carefully curated SS26 wardrobe in immersive spaces designed to express Miu Miu’s codes of feminine irreverence, elegance, and freedom of expression.

Playful spatial design and immersive retail:
The installations featured pale blue environments punctuated by pink curtains, creating intimate spaces where mannequins and product displays interact, transforming the space into an exploratory journey composed of multiple rooms.

Amplification through celebrities and influencers:
Opening events in Hong Kong welcomed personalities such as Cantopop star Joey Yung and actor Will Or, while local celebrities and influencers generated strong visibility on platforms such as Weibo and Xiaohongshu.

Flagship expansion in Hong Kong:
Miu Miu a simultanément rouvert sa boutique du global Miu Miu simultaneously reopened its Landmark Atrium boutique as a two-story, 220 m² flagship, introducing the brand’s new global concept along with a private VIP lounge dedicated to personalized appointments.

Japan | Exhibition “The Magic of Cartier’s Artisans” in Tokyo

Overview:
From February 7 to 23, 2026, Cartier transformed its Ginza 2-chome boutique in Tokyo into an immersive exhibition titled “The Magic of Cartier’s Artisans.” Conceived as the final chapter of the Maison de Panthère series, the experience revealed the craftsmanship behind Cartier’s high jewelry through photography, live demonstrations, and workshops, bringing the House’s artisanal excellence into the heart of the retail space.

Craftsmanship as experiential storytelling:
The exhibition highlighted the artisans behind Cartier’s creations rather than the finished products, shifting attention from luxury objects to the technical mastery and craftsmanship that define the House.

A three-story immersive journey:
Visitors explored scenographed spaces featuring photographs by Japanese artist Rinko Kawauchi, installations celebrating female artisans, and live demonstrations by master jewelers from different disciplines.

Live demonstrations and craft workshops:
Seven guest artisans presented their techniques on-site, while workshops led by the Cartier Jewellery Institute allowed visitors to explore processes such as wax carving and metal sawing.

Retail as a cultural platform:
Hosted within the Maison de Panthère boutique, the exhibition positioned the store as a cultural venue dedicated to artistic exchange and heritage transmission.

Thaïlande | Louis Vuitton “Hotel Bangkok” Pop-up
Overview :
In February 2026, Louis Vuitton deployed its LV Hotel concept in Bangkok as part of the global celebrations of the Monogram’s 130th anniversary. Following previous stops such as the hotel-inspired activation on Wukang Road in Shanghai, the Bangkok edition transformed a historic residence into a four-story experiential space. Conceived as a symbolic hotel rather than a retail space, the pop-up invites visitors to explore the Monogram’s cultural heritage through immersive storytelling.

The hotel narrative as travel storytelling:
The “hotel” format echoes Louis Vuitton’s historical link to travel. Each space functions as a chapter in the Monogram’s story, guiding visitors through scenographed rooms where heritage and design unfold progressively.

A four-story experiential journey:
IInstalled in the century-old Baan Trok Tua Ngork residence, the activation features multiple immersive spaces including the Keepall Lobby, the Neverfull Gym, the Noé Bar, and the Speedy Room 1930, each dedicated to a major Monogram icon.

Celebration of the Monogram “Fab Five”:
Five legendary Louis Vuitton bags—Keepall, Speedy, Alma, Neverfull, and Noé—are presented as cultural artifacts within the experience, illustrating their evolution from functional luggage to enduring symbols of luxury.

A strategic destination in Southeast Asia:
As the only stop in Southeast Asia for the LV Hotel series, the Bangkok activation anchors the Monogram celebrations in one of the region’s fastest-growing luxury tourism hubs.

South Korea | South Korea | Seoul Fashion Week Fall/Winter 2026

Overview:
iHeld from February 3 to 8, 2026 at Dongdaemun Design Plaza (DDP), the Fall/Winter edition of Seoul Fashion Week highlighted the evolution of K-fashion identity through runway shows, presentations, and professional forums. Bringing together 15 designers and dozens of participating brands, the event showcased the Korean creative scene while reinforcing Seoul’s growing influence in global fashion.

Asserting the global voice of K-fashion:
Through their collections, designers explored the tension between avant-garde experimentation and functional fashion. Brands such as Munn and MMAM demonstrated how conceptual tailoring, layered silhouettes, and innovative materials can translate into wearable contemporary wardrobes.

A platform for emerging designers:
Over six days, the event featured 15 runway shows as well as presentations and off-calendar events, offering Korean labels an international stage while attracting media and industry players to Seoul’s creative scene.

Innovation, sustainability, and material experimentation:
Collections highlighted unconventional constructions and sustainable materials, including garments made from recycled banners, paper knits, and experimental textile techniques, reflecting the growing importance of responsible design in K-fashion.

Fashion Week as a cultural ecosystem:
Beyond runway shows, the Seoul Fashion Forum and the street-style culture surrounding the DDP positioned the event as both an industry platform and a creative meeting place, underscoring Seoul’s growing role as a global fashion hub.

Australia | First Hourglass Pop-up in Australia

Overview :
At the end of February 2026, Hourglass launched its first brand experience in Australia with a four-day pop-up in Sydney, alongside its direct-to-consumer launch and upcoming arrival at Sephora Australia. Set in a heritage sandstone building, the activation translated the brand’s design positioning into an immersive space centered on complexion expertise, personalization, and early access to new products, reinforcing its premium image and appeal among collectors.

Market re-entry driven by DTC and Sephora:
The pop-up marked Hourglass’s official return via its own online store before rollout at Sephora, positioning the activation as a signal of renewed commitment to the Australian market.

A service-led luxury centered on consultation:
One-on-one shade matching, masterclasses led by makeup artists, and dedicated complexion discovery journeys structured the experience around expertise and precision, transforming product trials into an appointment-based clienteling approach.

VIP yacht activation for talents and influencers:
To celebrate the relaunch, Hourglass hosted an exclusive event aboard a luxury yacht in Sydney Harbour, bringing together models, makeup artists, content creators, and celebrities around product experiences, consultations, and activations.

Personalization and early access to drive engagement:
Sydney hosted the Ambient Lighting Edit personalization experience as well as early access to the Unreal Liquid Highlighter, creating a sense of exclusivity and encouraging engagement both online and in-store.

Written by Alexis Bonhomme, this article is drawn from the monitoring and analysis work of Trinity Asia, an agency specialized in digital strategies for luxury in Asia. With a strong presence in China, Japan, and Korea, the agency supports leading brands in their development across Asia.

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Alexis Bonhomme is a C-level executive and entrepreneur at the intersection of luxury, strategy, and technology. After starting his career at Tencent in 2011, Alexis founded CuriosityChina in 2013 and successfully sold the company to Farfetch in 2018. Until 2024, he served as Farfetch Global Vice President of Industry Partnerships, also leading the company’s growth across China and Asia Pacific, where he managed a business turnover exceeding USD 1 billion and a team of 700 talents. Returning to his entrepreneurial journey in 2024, Alexis is now the Founder & CEO of Trinity Asia, a digital and data company supporting international brands in scaling across China and Asia. Trinity’s 50-strong team partners with leading houses in fashion, hard luxury, and beauty. Based in Shanghai, Alexis is also a guest lecturer at Institut Français de la Mode (IFM), France Asia Fondation member, YPO member and an INSEAD & Tsinghua University alumnus. INFOS: https://www.linkedin.com/in/alexisbonhomme/.