@burberry transforms Shanghai’s North Bund into a stage for Goddess—a fragrance that embodies strength, confidence, and kindness.
A monumental vision on the waterfront
At the heart of the installation stood a giant Goddess bottle rising against the skyline—surrounded by lioness sculptures and pampas grass, framing a scene of power and serenity. The entire setup turned the Bund into a live art piece.
From scent to sensory storytelling
The campaign extended beyond visuals—sampling moments invited visitors to engage with the fragrance through touch and scent. This tactile approach bridged luxury with real-world experience, turning brand interaction into memory.
Designing luxury in motion
From an iconic Burberry food truck to oversized brand motifs, every detail was crafted to blur the line between product and place. The result: a moving narrative of modern femininity across Shanghai’s skyline.
OOH as experience design
This OOH activation redefined fragrance advertising by scaling emotion into architecture. It proved how place-based storytelling—when executed with design precision—can transform a simple product into a cultural event.
FAQs about this campaign
What is Burberry Goddess?
Burberry Goddess is a fragrance symbolizing strength, confidence, and kindness—brought to life through a large-scale experiential campaign in Shanghai.
Where did the campaign take place?
It unfolded at Shanghai’s North Bund, where Burberry transformed the waterfront into an immersive stage.
What were the key features of the installation?
A monumental perfume bottle, lioness sculptures, pampas grass, and tactile sampling moments defined the space.
How did Burberry merge product and place?
By blending architecture, art, and brand storytelling—turning a fragrance launch into a sensory city experience.
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