Rodenstock has announced that eyewear and lifestyle brand Porsche Design has unveiled a dedicated pop-up with China Duty Free Group (CDFG) at the Mova Mall in downtown Haikou, Hainan.

Active through October, the pop-up store builds on a long-standing alliance between the brand and CDFG and is designed to generate excitement for shoppers as they return to travel and shopping.

Taking centre stage is the limited edition Porsche Design 50Y collection, which shines a spotlight on Porsche Design’s heritage while breathing new life into the brand and its aesthetic.

“Classic styles are reborn, while new styles have been created which celebrate the past, present and future,” according to the brand.

The designs are presented on dedicated plinths, allowing customers to view the craftsmanship and materials with backlit display walls offering further exposure.

Patrick Dempsey promotes brand

Porsche Design Brand Ambassador and Hollywood Actor Patrick Dempsey is featured on the display to boost consumer engagement.

Rodenstock Director Global Retail and International Key Accounts Eyewear Lucas Gestin said: “This pop-up is a very exciting addition to our ongoing collaboration with our valued partners at China Duty Free Group.

“Over the past two years, our combined working relationship has demonstrated the value that true partnership can bring for all stakeholders in the travel retail sector and we are delighted to continue that.

“It is also the perfect way to celebrate the 50th anniversary of the iconic Porsche Design brand at a high-profile and key location in the important Hainan market. The limited edition 50Y Porsche Design Collection showcases the very best of the brand, from its incredible heritage to its cutting-edge design and materials.”