Today, global luxury group Kering unveils its pavilion at the 8th China International Import Expo (CIIE) with all its Houses. The Kering Pavilion embodies the Group’s signatureCreativity is our Legacyby showcasing the exquisite creations and experiences born of artisanal craftsmanship, reflecting the Group’s enduring commitment to excellence, sustainability and culture.

Luca de Meo, Chief Executive Officer of Kering, said: “As one of the world’s leading luxury groups, Kering is deeply committed to the Chinese market. Leveraging the CIIE as a win-win international platform, we showcase the craftsmanship and know-how of our Houses and engage in dialogue with Chinese consumers. Meanwhile, we work closely with local industry partners to take part in China’s vibrant innovation landscape, explore new opportunities for growth, and contribute to the sustainable development of the luxury industry.”

For Kering, creativity is the most precious heritage of all. It lives at the heart of every House’s history: each originated from a powerful and unique creative perspective on fashion, beauty, and luxury, defining their future. Making its seventh consecutive appearance at the CIIE, Kering is featuringCreativity is our Legacyas the storytelling foundation of this year’s Pavilion. By blending heritage, artistry, sustainability, and innovation, the Pavillion offers visitors an immersive environment to explore Kering’s living and evolving force of creativity. Designed by the renowned architecture firm Gensler, the Kering Pavilion draws inspiration from nature, expressing a balance between openness and intimacy. Gently curved enclosures create spaces for brand narratives to unfold. Open display tables, accentuated by curvilinear panels, form a landscape to showcase artisanal craftmanship and sensory journeys.

During the unveiling ceremony of the Kering Pavilion, together with the Shanghai Fashion Week, the Group announced the launch ofKering CRAFT: Creative Residency for Artisanship, Fashion and Technology – through the signing of a Memorandum of Understanding (MoU). The announcement of this new initiative marks a significant milestone in Kering’s deepening engagement with China's fashion and creative industries, and its supporting sustainable and forward-looking development. This first-of-its-kind initiative distills the essence of the luxury industry – craftsmanship, creativity, and innovation – into a program that transcends sectors, brands, and borders. Designed to spotlight, accelerate, and elevate the next generation of visionary Chinese creative talent, the program aims to foster dialogue and exchange between China and Europe in design, craftsmanship, innovation and future business models. It reflects Kering’s long-term commitment to shared prosperity and sustainable growth across the global fashion ecosystem.

Experience the latest from the Houses in a fully immersive setting

The full spectrum of Kering’s Houses comes together to showcase their craftsmanship and expertise within the Kering Pavilion. The participating brands include Gucci, Saint Laurent, Bottega Veneta, Balenciaga, McQueen, Brioni, Boucheron, Pomellato, Qeelin, Ginori 1735, Kering Eyewear, and the fragrance brands under Kering Beauté.

Continuing its creative legacy while looking toward the future, the Gucci booth is an experiential highlight, featuring archival pieces from the 1950s through the 1990s, tracing the evolution of the house’s artistry in silk, offering coloring workshops and sharing sessions led by artists Yu Cai and Currynew. Visitors are invited to reinterpret the House’s archival silk patterns through color and imagination. The Pavilion features the Asia-Pacific premiere of Balenciaga’s new fragrance collection, as well as the first presentation of Bottega Veneta’s fragrances collection at the CIIE. It also exhibits a custom-made dress from McQueen, making its first worldwide showcase since its appearance at the Met Gala in 2024.

More information on the brands’ exhibitions in the Kering Pavilion can be found below.

By integrating technology with immersive environments, the Kering Tech Digital Department demonstrates innovative applications of digital innovation in luxury consumption, offering visitors a fully engaging, personalized journey. Visitors begin their immersive journey with the “AR Signature” and then continue with the “AR Treasure Hunt”, exploring iconic exhibits in a hybrid digital-physical space where technology and aesthetics define a distinctive experience.

Explore Kering’s commitments to art, culture, and sustainability

While exploring the world of exceptional craftsmanship, visitors can also discover Kering’s latest initiatives in art, culture, and sustainability. As the Official Co-Creation Partner of the 27th Shanghai International Film Festival, Kering celebrated the 10th anniversary of the Women In Motion program by co-hosting the “Golden Goblet Forum | Kering Women In Motion Talk” and presenting a Special Screening Program, highlighting female creativity in cinema, both in front of and behind the camera. Additionally, in alignment with Kering’s new Water-Positive Strategy, the 4th edition of the Kering Generation Award China focused on “Pioneering Water Positive Impact”, identifying promising, change-making startups and technologies that explore innovation around water stewardship across the value chain of luxury industry.

Sustainability is also embedded into every tangible aspect of the visitor experience. About 50% of elements in the Pavilion’s construction are reused prefabricated modules from Kering’s 7th CIIE, including walls, tables, and all Kering and brands logos. By incorporating recycled and repurposed materials, Kering demonstrates its dedication to sustainable practices. For part of the furniture, traditional leather is replaced with full-plant-life-cycle leather provided by PEELSPHERE, the first-place winner of the 2nd Kering Generation Award China.

In China, Kering continues to expand local collaborations with like-minded partners to accelerate the transition toward a more sustainable retail model. Kering signed a Memorandum of Understanding (MoU) with China Resources Mixc Lifestyle during the CIIE, establishing a strategic partnership. Through the “Sustainable Strategic Cooperation Initiative”, the zero-carbon store pilot and Sustainable Lifestyle Promotion and Services, the partnership aligns with China’s "dual carbon" strategy and green building standards to advance Kering sustainable practices across its stores located in mainland China’s shopping malls under China Resources Mixc Lifestyle. With full-process technical support from Tsinghua University, the project will leverage technology as a driving force to ensure industry-leading innovation and professionalism across all stages, from design, construction, and renovation to operation.

(Press Release)