Lancome’s 160-meter "swimming pool" at Kerry Centre (KCJA) is another “wow” moment in a wave of 2025 brand (re)activations.
The activation promoted their Advanced Génifique "Filter Water" serum through:
Giant bottle installation "pouring" into the street-pool
Interactive branded squirt guns for water fights
Scale in design ...to maximize social & UGC impact
Why this matters:
Brand building in China is an ‘experiential arms race’ organized around scale and awe, where marketers bank on a wave of social media UGC for RED and Douyin, to increase awareness, sentiment and memorability.
Strategic consideration:
For global brands in China, 2025 has been a year of trying to reassert their place in the market - amid changes in consumer sentiment and the competitive landscape (more local, more price driven).
Where local competitors might do a better job at creating cultural relevance (and pricing), global brands (especially high-status luxury brands) have been turning to large scale activations and installations to assert credibility and status.
Side Note: Kerry Centre (KCJA) is (in my opinion) the epicenter of brand activities that assert a combination of SCALE and STATUS.