CELINE returns to Shanghai's Zhangyuan with its ÉTÉ 2026 French seaside pop-up

CELINE is presenting the second edition of its ÉTÉ CELINE 2026 pop-up in Shanghai’s historic Zhangyuan district, open from April 13 through May 10, 2026. The French luxury house is now under creative director Michael Rider. It is using the immersive seasonal format to deliver its summer collection to Chinese consumers ahead of a wider global rollout. This strategy proved effective in 2025. The first edition generated 46.26 million views on Weibo within days of opening.

A second summer in Zhangyuan

The choice to return to Zhangyuan, a landmark shikumen heritage complex in Shanghai’s Jing’an district, is deliberate. The contrast between the compound’s 19th century stone gate architecture and the French Riviera aesthetic creates a distinct visual tension. This setting has proven highly shareable on Chinese social platforms. Furthermore, the second edition expands on the original concept with added customization and interactive layers.

What’s inside

The space is laid out across themed zones: a sand dune, an ice cream bar, and a dedicated bike shop set the scene outdoors. Meanwhile, a “beach house” interior houses the seasonal collection under white fabric shades inspired by seaside living. The most notable addition this year is the denim customization room. In this space, visitors can personalize leather tags on denim pieces with their initials or one of 12 Chinese zodiac animals, plus cat and elephant graphics. Moreover, customization extends to selected bags, notebook bags, cases, and passport covers.

Collection and access

The pop-up showcases CELINE’s ÉTÉ 2026 collection, which includes new leather goods such as the NEW LUGGAGE bag and a leather drawstring pouch. These items are showcased alongside ready to wear and accessories. Visitors must book in advance via CELINE’s official WeChat mini program. The pop-up runs at No. 258 North Maoming Road, Jing’an district, Shanghai, through May 10.

For CELINE, the Shanghai pop-up is also a China market signal. The brand’s second consecutive summer activation in the city points to a sustained DTC and experiential push in a luxury market that continues to reward immersive, culturally tuned retail formats.