Dear Shaded Viewers,
Schiaparelli has opened the doors to its first ever retail exhibition in Asia. Situated in Shanghai’s Plaza 66 mall, the exhibition is the perfect blend of heritage, design and interactive experience.
Modeled after a colossal golden keyhole —one of the idiosyncratic emblems conceived by the label’s founder, Elsa Schiaparelli, during the 1930s.The store’s exterior also bears a striking resemblance to the hammered gold used in the brands jewellery. The stores interior boasts plush artistic decor in sumptuous creams and white. Products on the display include an array of the brands shoes, leather, jewellery and a curated selection of ready-to-wear pieces which includes couture-inspired pieces and denim looks. SS24 and AW24 items are also available for fittings.
In a bid to further engage the Chinese market, the brand has arranged for “tourist” guides to introduce shoppers to its rich history, providing a unique and immersive experience into the eccentric, surreal world of Schiaparelli “This first opus in China is part of our global strategy to extend our international presence, with the same determination to protect the uniqueness and exclusivity of our brand. Few points of sale, but in key destinations and locations,” explains Delphine Bellini, CEO of Schiaparelli in a press release.
After the brands recent expansion in the US, this could be the first of many such exhibitions to pop up in the Asian market, as it begins to look eastward. The Parisian couture house currently operates five permanent locations: a boutique-salon in Paris at 21 place Vendôme, and department store shop-in-shops at Harrods in London, Bergdorf Goodman in New York, and Neiman Marcus in Dallas and Beverly Hills.
The immersive pop-up located on the ground floor of the shopping mall’s central hall will remain open until November 6th.
Later,
Bethany
