EXCLUSIVE: Hourglass Stages All-Red Retail Takeover in Shanghai

Denni Hu

January 9, 2025 at 12:00 a.m.·4 min read

Just in time for Chinese New Year, Shanghai is set to be swept up in a particular wave of bold red, courtesy of Hourglass and the visual artist Andrés Reisinger.

To celebrate the global launch of the brand’s latest Phantom Volumizing Glossy Balm in Red 0, Hourglass has commissioned Reisinger to create an immersive art installation for its three-day pop-up store in the city.

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“This is a very exciting milestone for the brand in China,” said Carisa Janes, founder and president of Hourglass. “For the launch of the product in Shanghai, we really wanted to bring it to life with the manifestation of André’s visual elements with the beautiful installation since the development of Red 0 is really a game changer in the beauty industry,” claimed Janes.

Dubbed “Take Over Shanghai,” the striking installation features a one-story tall drapery over the historic Lyceum Building, now a part of the popular Rockbund retail complex designed by David Chipperfield.

The art pop-up follows earlier iterations in Miami, Jeddah, Madrid and New York.

“I wanted to make sure that we tell a story differently from the one we did in New York,” said Reisinger of last summer’s Hourglass Prince Street takeover in blush pink.

“We had to do a complete different research and exploration with different reds because of the fabric choice and color densities, and how the light hits the fabric, what kind of shadows are created,” explained Reisinger. “I actually really like the name Red 0, it’s pretty accurate because the color does not go into darker, burgundy territory, and it’s not a light pastel, it’s exactly the center axis.”

Reisinger, who has gained international attention for his ability to blur the line between the physical and digital worlds, views the Shanghai takeover as an homage to the city. “It may actually change the way locals interact with their own city, even for a few minutes or so,” Reisinger added.

Inside the billowing drapery is a two story pop-up that will be open to the public from Thursday through Sunday.

The experience begins with an immersive multimedia experience on the ground floor, a beetle installation by the Chinese female artist Reisinger animates the space. The hard-shelled yet delicate creatures are used to make carmine, a natural red pigment that produces the industry’s standard red pigment. In the case of the Red 0 ingredient, a vegan alternative that Hourglass developed with Unilever, no insects are harmed.

The second floor, which can be accessed via a corridor decorated with snake motifs, was created by Katie Scott, an illustrator and frequent collaborator of the brand who designed a China-exclusive palette to celebrate the upcoming Year of the Snake.

The rest of the second floor is dedicated to Hourglass’ pop-up store. From Friday through Sunday, the pop-up will open up to the public and feature a series of interactive events, including the Red 0 trade-in program, a beauty masterclass led by Hourglass experts, and a playful pet portrait booth.

Visitors can book a slot to visit the pop-up on WeChat Mini Program.

The latest Phantom Volumizing Glossy Balm in Red 0, retailing for $36, is the third iteration of the Red 0 ingredient that was launched in 2021. A glossy balm that’s sheer and buildable, the product can be layered with other Red 0 lipsticks to achieve a more intense and vibrant look, Janes said.

Hourglass’ Shanghai moment also marks the Unilever brand’s first large-scale offline event since it entered the market officially in 2022.

“A lot of Chinese consumers already knew us for certain hero products, such as the Ambient Lighting Blush, before we officially entered the market. I think as we do more events like this and launch the work with Andrés, it’s going to even broaden our awareness here,” explained Janes.

Since it launched its first beauty counter at Hangzhou’s Intime Department Store, Hourglass has been picking up the pace of expansion by working with luxury retail names such as SKP, Taikoo Li and MixC. The brand currently counts 24 beauty counters and one flagship in 17 mainland China cities.

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