How 观夏 (To Summer) used eleven Xiaohongshu creators to introduce two new stores

From 29 January to 28 February 2024, 观夏 (To Summer) introduced 女作家的书房 (A Woman Writer’s Study) at 外滩源 (Rockbund) in Shanghai and 观夏西厢 (To Summer West Chamber) at the former City God Temple site in Wuxi. One store drew on a 1930s woman writer’s space; the other on the restoration of a 600-year-old building. Creators framed visits as immersive, sensory walks through eastern aesthetics, local culture, memory and emotional freedom, then brought in fragrances such as 昆仑煮雪 (Kunlun Snow Brew) and 空境研茶 (Kongjing Tea Study). The slogan “自由与想象” (Freedom and Imagination) connected the spaces to the brand’s women-focused message, with naive理想国 (naive Imaginist) as the collaboration partner.

The campaign addressed urban professional women and affluent consumers interested in eastern aesthetics, local culture and restorative experiences. Its offer was the store visit and fragrance tasting itself: there was no discount or promotional mechanism. Multi-wave posts ran around Spring Festival, using shared tags including “#观夏新店” (#ToSummerNewStore) and “#观夏西厢” (#ToSummerWestChamber) and directing readers to experience the spaces offline.