▌A key landmark project in urban renewal in Shanghai - Jincang Mandarin Plaza, No. 1225, Nanjing West Road, welcomes the flagship stores of Maison Margiela, MARNI, JIL SANDER, and AMIRI, the four leading fashion design brands of the well-known Italian luxury goods group OTB. This is also the first batch of high-energy first stores to be unveiled in the core business district after Shanghai entered the stage of fully restoring production and living order.
Maison Margiela has opened the world’s largest flagship store.
Glam Slam limited-time exhibition and art installation at Maison Margiela’s largest flagship store in the world.
OTB is the fourth largest fashion group in Italy after Prada, Giorgio Armani and Salvatore Ferragamo. Among the four first stores lined up, Maison Margiela's largest flagship store in the world not only introduces Glam Slam limited-time exhibitions and art installations, but also houses the brand's first coffee shop in Shanghai, Maison Margiela Café and Replica fragrance area, interpreting this concept. The avant-garde style of the Parisian haute couture house.
MARNI China's first concept flagship store is led by brand creative director Francesco Risso, who jointly conceives the "meteorite" space, and local artists will be invited to display their works from time to time; JIL SANDER's first flagship store in China is jointly led by creative directors Lucie and Luke Meier Created by the famous British designer John Pawson, the exclusive space will be equipped with green plants and flower installations, and the designs will change every month according to the season and theme.
The first store in the Asia-Pacific region of "trendy brand" AMIRI, which originated in Los Angeles, marks that the brand is moving from Europe and the United States to the world. The Shanghai flagship store unveiled this time will become a gathering place for local communities and creativity, and AMIRI’s exclusive space will fully display every aspect of the cutting-edge fashion house from Los Angeles.
AMIRI’s first store in the Asia-Pacific region is the Shanghai flagship store.
Nanjing West Road Commercial District has been the commercial district with the largest number of first stores in the city for many years. In April 2019, Jing'an District became one of the first "Global New Product Launch Demonstration Zones" in Shanghai. In the first half of 2022, affected by the epidemic, Jing'an District still introduced 42 first stores of various brands (including 4 first stores nationwide).
For example, the world's diamond authority DE BEERS opened China's first high-end jewelry salon in Plaza 66; German luxury sports brand BOGNER opened its first Shanghai store in Plaza 66; high-end Chinese-style luxury brand Shanghai Tang opened China's first new store in HKRI Taikoo Hui Concept store; specialty coffee brand BLUE BOTTLE opened its first store in mainland China in Jing'an International Center; American fashion brand Rylee+Cru opened its first store in Shanghai in Jiuguang Department Store ; well-known Japanese skin care brand Waphyto opened its first store in Shanghai in Isetan, Westgate Town Shop etc.
JIL SANDER has set up green plants and flower installations in the exclusive space of its first flagship store in China.
In addition, in June, the launch events of major brands that have taken root in the development of Jing'an have also fully recovered: high-energy launch events include LVMH Group's brand Tiffany launching limited edition titanium Hardwear necklaces and bracelets for the world premiere, and LOEWE at Plaza 66 and Jing'an Jia. The center launches the world's first limited edition new product of Milan Furniture Craftsmanship.
Cartier , a brand of Richemont Group , launched the Double C de Cartier series for the first time in the world. The Jaeger-LeCoultre Master series chronograph full calendar watch and the Piaget Chronograph series watch made the world premiere. GUCCI, the brand of Gucci under Kering Group, released new global products of Gucci and Adidas joint series, Blondie handbag series and pet product series. L'Oreal not only held China's first beauty technology metaverse roadshow, but also led its 31 beauty brands to launch more than 100 new products.
AMIRI’s exclusive space will fully display every aspect of cutting-edge fashion houses from Los Angeles.
The high-level "first launch economy" and "first store economy" can be called the "crown jewel" of the international consumption center city. Since 2017, Shanghai has introduced more than 800 first stores every year, accounting for about half of the country's total.In 2021, the number of new first stores opened exceeded 1,000 for the first time, an increase of 18.6%, ranking first in the country in terms of the number of new stores. More than 3,000 international and domestic brands held new product launches, first shows, and first exhibitions in Shanghai.
In the first half of this year, despite the impact of the epidemic, especially in April and May, the "first launch economy" and "first store economy" were completely shut down. However, incomplete statistics show that as of now, there are still more than 300 first stores introduced in Shanghai.
As one of the first "Global New Product Launch Demonstration Zones" in Shanghai, in the second half of this year, Jing'an District will take extraordinary measures to vigorously promote a strong recovery in consumption and step on the "accelerator" of the "first launch economy" and "first store economy" , speed up, "We will rely on Nanjing West Road, Daning area, Suhewan and other business district commercial carriers to iteratively update, attract and support more high-energy brand first stores, flagship stores, theme stores, concept stores, city stores, Black label stores, etc. should be supported. In addition, cutting-edge Chinese designer brands that integrate Chinese elements and international fashion trends should be supported to settle in Jing'an, and the two-wheel drive of international big names and local brands should be promoted. "
