Harrods celebrates the Chinese New Year with LABELHOOD
London’s iconic department store Harrods is ringing in the Year of the Rabbit by partnering with Shanghai-based LABELHOOD, creating an extensive themed pop-up.
Harrods joins forces with LABELHOOD, Shanghai’s leading cultural community that nurtures young Chinese designers, for a campaign titled, '兔 be with you'.
LABELHOOD has been partnering on projects with Harrods since 2019, working together in Shanghai through Harrods ‘Hive’ incubator program.
Launching in 2020, LABELHOOD’s Family Portrait Studio celebrates the rituals of the traditional Chinese festival and redefines reunion. This year, Harrods will host the LABELHOOD Family Portraits Studio, bringing it to the UK for the very first time. Customers can find the pop-up on the fifth floor of Harrods between 20 January to 5 February.
The space will showcase a curated selection of LABELHOOD's own brand and emerging Chinese designers including The Flocks, M Essential, Ruohan, Soft Mountains, and Nan Knits, which will all be available for purchase.
The immersive space offers photography sessions for customers to capture family and ‘chosen family’ portraits in celebration of Chinese New Year.
In addition to the pop-up, Harrods is also introducing an exclusive Spring Festival afternoon tea experience inspired by the Year of Rabbit. Expert chefs have reimagined Harrods' signature high tea, which will be available through to Easter.