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work

The Citroën Space pop-up — Embedding a French classic into China

client:
Citroen
region:
APAC
  • APAC44
  • Architecture32
  • Brand Strategy20
  • Build41
  • Concept Design65
  • Mobility38
  • Pop-ups & Roadshows14
  • APAC44
  • Architecture32
  • Brand Strategy20
  • Build41
  • Concept Design65
  • Mobility38
  • Pop-ups & Roadshows14

Introduction

For our client Citroën, the French car brand, the task was to adapt the perception of the brand in China to the global image, thus creating a new place for Citroën in the market.

The Challenge

If Citroen is an iconic name in Europe - one synonymous with French culture - its position in China is less established.

To strengthen its positioning in China, the brand briefed Uniplan to develop an innovative pop-up concept. With young people as their target audience, they wanted to establish more brand awareness and endeavour to align Citroen, in Chinese consumers’ minds, with all that is chic, elegant, fun and romantic about French culture.

What We Did

With clear instruction to position Citroen in China as a symbol of French qualities including modernity, fashionability and good design, we developed a Pop-Up concept that went beyond the product to create an immersive brand experience. The aim was for consumers to connect with the heritage and culture of Citroen. While the Ami was showcased, it was part of the universe, not the sole focus.

How We Delivered

Over nine days in five cities, the pop-up hosted various events, experiences and talks.

Visitors could enjoy the town square environment, sample classic French food in the shape of coffee and croissants, test drive the Ami and a Parisian lifestyle with bicycles. Riding on e-bikes, cyclists were even treated to virtual scenes of the French capital. Journalists, meanwhile, were briefed on Citroen’s news, and visitors could also enjoy performances from bands playing French music. The pop-up demonstrated how a brand experience - beyond a simple product launch - could effectively increase awareness and interest around the brand. Thanks to our pop-up, Citroen’s reputation in China is now significantly plus de français.

"We were honored to work with our client on this exciting project, which offers Chinese consumers an authentic French experience and reinforces their appreciation of the Citroën brand in a culturally relevant way. It was a successful project that involved our Shanghai and Hong Kong offices. Together, we have risen to the challenge and grown with the brand."

Shirley Zhang, Uniplan Shanghai Group Account Director

Awards

This project has not only convinced our customers and us, but also the juries of global awards. 

The Key Facts

Project: Dongfeng Citroën Space Pop-Up

Mission: introducing Citroen’s ‘Frenchness’ into China, with romance and playful creativity.

Solution: an event that showcased Citroen’s designs, while providing a French experience to remember, avecbicycles, coffee and croissants.

Result: in five cities in China, our pop-up was visited by many customers and people resulting in an immense increase in leads generated.

The Numbers

2 festival activities

5 cities

9 days in each city

19 workshops

135 live performances

600 square metres

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  • The space factor – Unlocking the power of branded environments

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