On November 8, Alibaba’s supermarket chain Freshippo (formerly known as Hema) opened its “POW! ART! MART! Crazy Art Supermarket” in partnership with the Mumu Art Museum in Shanghai’s Taikoo Hui shopping mall. The Coresight Research team visited the exhibition shortly after its opening to see its interesting features. The art exhibition is laid out in a supermarket format, with segmented areas and shelves for the “produce.” It features artwork handmade by Lucy Sparrow, a contemporary British artist known for using felt and wool to create soft versions of real-life items. Sparrow’s first exhibition in Asia was held in Beijing, China, from July to October 2019. The 6,630-square-foot Freshippo “store” sells artwork that represents over 1,000 of Freshippo’s signature grocery products—including fresh food and packaged goods—at prices ranging from ¥69–199 ($9–$28). The exhibition also showcases Sparrow’s reproduction of famous art pieces by Leonardo da Vinci, Van Gogh, Yayoi Kusama, Jeff Koons and more, for visitors to enjoy. As an early adopter of Alibaba’s New Retail model, Freshippo continues to provide innovative retail experiences. By partnering with Mumu Art Museum, the supermarket chain is exploring an interesting crossover between art and consumer goods, aiming to increase its brand awareness among younger consumers in a fun and immersive way. This Is What We Saw The exhibition is located on the third floor of Shanghai’s Taikoo Hui shopping mall. [caption id="attachment_100171" align="aligncenter" width="700"] Source: Coresight Research[/caption]   The exhibition features different shopping areas, resembling an actual supermarket. [caption id="attachment_100173" align="aligncenter" width="700"] Source: Coresight Research[/caption]   The “store” features reproductions of famous art pieces. [caption id="attachment_100176" align="aligncenter" width="700"] Source: Coresight Research[/caption]