19th December 2025 – (Shanghai) A mainland Chinese social media post has sparked debate over an art-meets-retail installation at Jiuguang Department Store on West Nanjing Road, Jing’an, Shanghai. Dozens of long overcoats were suspended at varying heights across the five-storey atrium, prompting some users to describe the scene as resembling “headless bodies floating” and to label it unsettling, inauspicious and macabre. The topic quickly trended online.
At the centre of the fourth-floor atrium hung a giant poster of actress Yang Mi, brand ambassador for “Three Little Goats”, surrounded by the array of dangling coats. Online reactions ranged from “terrifying”, “urban horror story” and “eerie” to mocking references such as “headless corpses”, “mass hanging” and “like a ritual”.
Mall staff said multiple customer complaints had been received about the display’s disturbing appearance. They noted that contractual timelines with the brand limited the ability to remove the installation immediately, but promised to relay feedback to relevant departments and coordinate changes as circumstances allowed. On 15 December, the mall said the coats suspended in the atrium had been taken down, while products on the lower-level display stands remained on sale as normal.
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