Shiseido Look to Youth's Future

In the new-retail era, pop-up stores let brands test markets at lower cost while mall landlords fill atriums and multi-use spots to drive traffic and leasing. JLL China retail director Wei Ran notes winners customize for local catchments, complement mall character and deliver try-on experiences—not copy-paste shopfits—as pop-ups evolve into hybrid formats spreading from tier-1 to tier-2 cities.