Stepping into Plaza 66 feels a bit like being scooped up into a dreamy, big-budget sci-fi film: the kind where luxury and imagination decide to hold hands.
This weekend only, landmark mall Plaza 66 is bringing back its annual blowout, HOME TO LUXURY. Once a year, this stretch of downtown Shanghai shape-shifts into a shimmering art-and-lifestyle playground.
You get pop stars belting it out live, chefs from Michelin-starred kitchens doing one-off collaborations, immersive art installations glowing from unexpected corners, and limited-edition drops you can't get anywhere else.
As Ms. Janice Lam Na Cheung, director of Plaza 66's mainland business operations, proudly shared, "Plaza 66 Shanghai has a very clear market positioning. We focus on the high-end segment and continuously innovate to bring fresh experiences to consumers."
The whole event orbits around a bigger idea: "Vibrant Elegance in the Clouds," a reminder that luxury isn't just about consuming things but also elevating the way you live, creating moments that feel fresh and imaginative.
Fun at Full Altitude
“We believe that the new generation of consumers values emotional connections, not just completing a purchase,” underscored Lam. Hence HOME TO LUXURY's mission to deliver memorable experiences.
Walk in and you'll feel the shift almost instantly. Guided by the idea of "Vibrant Elegance in the Clouds," your first stop is an irresistibly surreal photo platform-the kind that makes you laugh a little before you even take your phone out.
It looks like the cushioned interior of a spacecraft, complete with an astronaut floating upside-down as if gravity politely stepped aside for the afternoon. Earth glows in the background. The lighting feels lifted from a film set. Suddenly you're not in a mall lobby anymore; you're in orbit, and the party has only just begun.
The festivities start with something delightfully simple — and a little whimsical. You’ll want to keep your “boarding pass” close, because every experience at HOME TO LUXURY works like a stop on an otherworldly journey. The first stop hovers right above you: the Cloud Fortune Lucky Draw. A billowy cluster of balloon “clouds” floats above you, each one with a slim fortune stick dangling just within reach. Step beneath them, look up into the soft glow, and pick one at random. There’s a tiny thrill in not knowing what you’ll pull. Some sticks offer a sweet message: “Congratulations, you’ve won!” If that’s yours, you instantly score a HOME TO LUXURY gift voucher.
The first stop hovers right above you: the Cloud Fortune Lucky Draw. A billowy cluster of balloon "clouds" floats above you, each one with a slim fortune stick dangling just within reach.
Step beneath them, look up into the soft glow, and pick one at random. There's a tiny thrill in not knowing what you'll pull. Some sticks offer a sweet message: "Congratulations, you've won!" If that's yours, you instantly score a HOME TO LUXURY gift voucher.
The Wind Tunnel Grab is exactly what it sounds like: like a rainbow caught in a storm, a flurry of colourful balls in a transparent chamber is waiting to test your reflexes.
Your mission is simple but hilarious to watch back on video: snatch three of them out of mid-air in just 15 seconds. Do it, and another HOME TO LUXURY voucher is yours. It's a challenge that turns even the most stoic shoppers into gleeful, wind-whipped contestants.
From there, things get trickier at the Cloud Airflow Field. You're handed a set of shiny silver balloons and asked to toss at least three of them through a field of shifting air currents.
The fans blow unpredictably, so the balloons drift, dip and shimmy like they've developed opinions of their own. Making them land where you want becomes a tiny physics lesson-one involving a lot of laughter and frantic arm choreography. Beat the 40-second clock, and you win still another voucher.
In Sky66 Odyssey, suddenly you're a "pilot," gripping a cockpit-style joystick as a paper plane glides across a giant LED sky.
Tilt left, angle right, dive, rise-the controls are intuitive, almost nostalgia-inducing, the way old-school arcade games were. Your aim is to collect as many floating hot air balloons as possible before time runs out.
The real drama unfolds on the towering screen that displays the live leaderboard. Land in the top ten for the day, and you'll walk away with grand prizes worthy of a celebration this size.
And then comes the finale: the Wheel of Fortune. By this point, you've collected memories, possibly vouchers, maybe bragging rights- now you get one last spin for glory.
The wheel is bright, oversized and wonderfully theatrical. Give it a powerful whirl, watch the colours blur into a streak, and wait for that delicious moment when it slows, clicks, and lands on your prize.
It's the kind of ending that wraps the whole experience in a neat bow: playful, suspenseful, a little extravagant-exactly the spirit of HOME TO LUXURY.
Flavours on the Horizon
Between games, installations and cosmic photo ops, you're never far from something thoughtfully crafted to nibble on. On Friday, November 14th, guests are in for a gourmet feast of East-meets-West flavours.
Chef Tom Ryu brings the soul of Seoul's contemporary dining scene to Shanghai. He grew up in a culinary family, and his fine-dining restaurant NABI- "butterfly" in Korean-reflects his fascination with the butterfly effect, the idea that a tiny action can spark something much bigger.
His dishes aim for that kind of ripple by serving comforting, familiar flavours in the likes of Anchovy Five-Colour Noodles and Spicy Tteokbokki with Fish Cakes.
On the other side of the world's flavour map is Stefano Bacchelli of Scilla, a chef with an almost meditative commitment to ingredient purity.
His contribution here is a raspberry panna cotta, clean and elegant, with just enough tartness to keep you coming back for another spoonful.
Du Jianqing is the founder of Elite Cuisine, having consecutively held the Black Pearl Three Diamonds and Michelin star honors for eight years. He has dedicated over 30 years to mastering Chaoshan cuisine, breaking the boundaries of tradition with his "new-style Chaoshan cuisine" philosophy.
His new brand, Guixi, will continue his unique approach through the use of premium produce like abalone and beef tripe, as Shanghai will see at his new restaurant at Plaza 66 — coming soon!
‘Plant a Tree’ Sustainable Activity
Redefining luxury travel with responsibility is the new vogue. While soaring through the skies embodies freedom and adventure, air travel carries a significant carbon footprint. This year, HOME TO LUXURY 2025 invites you to experience travel in a truly conscious way through its sustainable flight initiative — a simple yet meaningful journey called Calculate, Commit, and Cloud-Based Tree Planting.
First, calculate your flight’s carbon footprint and gain insight into the environmental impact of your journeys. Next, commit to sustainable travel by adding your pledge to the stunning “Pledge Tree” installation — a living symbol of shared responsibility. Finally, celebrate your commitment with a plantable “thank you card” and an electronic certificate, each representing your contribution to tree-planting efforts in Western China.
Every tree planted not only restores the environment but also adds a vibrant touch of green to our planet, ensuring that the joy of flight and travel can continue for generations in a more sustainable way. Join HOME TO LUXURY 2025 and turn your wanderlust into meaningful action.
Exploring Interactive Installations
HOME TO LUXURY transforms space into storytelling, experiences into continuity, and writes a new, enduring chapter for Shanghai and its explorers.
Descend into B1 where luxury meets fun. Manolo Blahnik delights visitors with a quirky Gashapon machine dispensing tiny surprises, alongside a cosy coffee station for a caffeine fix. Chopard transforms photography into art with a mirrored optical illusion photo op perfect for striking shots. Pomellato brings contemporary jewelry displays, adding a pop of color and modern elegance to the floor.
The first floor celebrates iconic style and indulgence. Van Cleef & Arpels (VCA) enchants with signature jewellery pieces, while Prada pairs its elegant aesthetic with a coffee station offering designer cookies. Moncler showcases sleek outerwear, and Loro Piana offers understated luxury. Burberry adds charm with a coffee station where cups feature the signature Burberry Check sleeves, while Louis XIII offers an immersive cognac experience. MHD rounds out the floor with modern lifestyle touches.
On this level, interactivity and personalisation take centre stage. Goyard lets a painter customise your purchases, creating truly bespoke accessories. Valentino wows with a colorful photo booth for capturing your glamorous moments, while Boucheron entertains with a giant slot machine that adds playful excitement. Bottega Veneta presents a black-and-white photo booth emphasizing chic elegance, and Miu Miu offers beautiful reusable beverage flasks, blending style with sustainability.
The 3rd floor celebrates modernity and next-gen luxury. Isabel Marant provides a photo op to parade leather accessories, and G/FORE introduces fashion-forward golf-inspired pieces. Qeelin presents auspicious gold art, blending heritage with contemporary design, and La Mer offers a serene space highlighting beauty and wellness for a luxurious sensory retreat.
First Launch and Exclusive Products
With over 100 limited-edition products — some launching for the first time ever! — by renowned international brands, HOME TO LUXURY promises to be a simply exhilarating experience for the fashion savvy.
Exclusive Perks& Rewards
Anyone and everyone shopping at the HOME TO LUXURY event can register to become a member of Plaza 66 Shanghai.
NEW MEMBER BENEFITS
Limited-Time Points Redemption
GRAND GIFT CARNIVAL
In fact-you heard it here first!-Phase III of Plaza 66 is coming soon, and we heard straight from director Lam that the group will be extending its commercial space from indoors to outdoors.
"This outdoor space will allow us to host activities and experiences that were previously difficult to realize indoors, giving consumers a new venue to explore, interact, and engage in diverse experiences."
"Phase III will open more possibilities for innovation, elevating Plaza 66's overall positioning to a new level. It is an important step in further enhancing and upgrading the platform we have already built."
A useful tip: Plaza 66 Shanghai boasts a centralised ‘Buy & Tax Refund' service, making it so much easier for international travellers to reclaim a part of their expenses. Revisit this previous article to learn more.
PLAZA 66 SHANGHAI
📍 1266 West Nanjing Road,
Jing’an District, Shanghai
⏰ 10 AM – 10 PM
☎️ (86) 021-22251800
#上海恒隆广场
#HomeToLuxury
