2025-06-30

Design Meets IP: Sherlock Holmes Pop-Up Lands at Beijing Huiduo Mall

On 28 June 2025, the“Sherlock Holmes: The Mind Palace” immersive pop-up experience store opened for trial operations at Beijing Huiduo Mall. This initiative represents an innovative integration of HSKC s self-developed IP product with a commercial project it designed, exemplifying the cross-boundary synergy of “Design × IP”. Demand was evident even before launch — the limited pre-sale tickets released via Huiduo Mall’s official Douyin livestream sold out within just four hours.

>> Classic IP, Immersive Innovation — Step into the “Mind Palace”

 “Sherlock Holmes is one of the world’s most influential literary figures. Through this innovative offline experience, we hope to invite fans into his very own ‘Mind Palace’, where they can truly engage with the enduring charm of logic and intellect.”

Jointly created by HSKC and the Conan Doyle Estate, the  Sherlock Holmes: The Mind Palace immersive pop-up recreates the classics through three core experiences:

·         Scene Recreation: A meticulous reconstruction of 221B Baker Street

·         Interactive Play: A fusion of physical puzzles and digital multimedia

·         Role-Play: Allowing visitors to step into the shoes of a detective

Since its launch in early 2024, five successful pop-up editions have been rolled out across Beijing and Tianjin. The summer edition at Huiduo Mall will offer audiences an enhanced detective experience.

>> Design Empowering Commerce: A New Model for IP Integration

It is particularly noteworthy that this pop-up has been staged at Beijing’s Huiduo Mall — itself designed by HSKC. In just two years since opening, the centre has become a benchmark for community retail in south-east Beijing. This dual model of “independent IP + design project”* represents both a revitalisation of commercial space and an important exploration of diversified service innovation by design enterprises. HSKC will continue to refine its product experience, creating lasting value for commercial projects and fostering a virtuous cycle where design and content mutually empower.

Bringing international IPs closer to people’s daily lives, while advancing deeper cultural and creative collaboration between the UK and China, remains our mission. We warmly invite you to join us in this immersive Sherlock Holmes journey.