How tbh used a Xiaohongshu pop-up to turn a Shanghai villa into a grassland home

The idea was to move “远方的家” (A Home Far Away) into a Taojiang Road villa. A yurt, grassland styling and a wutong tea room framed areas where visitors could handle and try “tbh × woolmark联名羊毛被” (tbh × Woolmark co-branded wool quilt) and “tbh和鄂尔多斯1980联名的羊绒织物” (tbh’s cashmere pieces co-branded with Ordos 1980). Trying the quilt conveyed “安全感” (a sense of security) and “蓬松柔软” (fluffy softness) through use rather than specifications; a wool-felt workshop extended the tactile story. A celebrity’s one-day store-manager appearance supplied the event hook, while creator posts treated it as a chance encounter.

The campaign addressed urban professional women and design-conscious affluent consumers seeking calmer home rituals. Guests who extracted exactly 23g of wool in the visit activity received a wool-felt workshop card; from 17 September, entry required no reservation. There was no discount. Co-branding with 鄂尔多斯1980 (Ordos 1980, a cashmere brand) and The Woolmark Company added material credentials, while the workshop offer turned product interest into participation.