With the opening of four new brand stores, the commercial part of Jincang Mandarin Plaza is about to start trial operation.
On July 9, the flagship stores of Maison Margiela, JIL SANDER, MARNI and AMIRI, four fashion brands under the Italian luxury goods group OTB, "settled" in Jincang Mandarin Plaza on Nanjing West Road, Shanghai.
The four stores are Maison Margiela's largest flagship store in the world, MARNI's first flagship store in China, AMIRI's Chinese flagship store, and JIL SANDER's highly recognizable brand new flagship store. Please follow Fashion Without Borders’ store tour Vlog to take a look below:
Four major fashion brands have opened their flagship stores. Will
create the next popular fashion landmark?
After more than three months of difficult epidemic prevention and control in Shanghai, this wave of "new store openings" has brought confidence to local offline retail. It is reported that the commercial part of Jincang Mandarin Plaza will also start the trial operation of the entire mall with the opening of four new brand stores.
Fashion Without Borders has noticed that it is becoming a trend for brands to build their brand image through "super stores", and their combination and "joint presentation" will break the traditional display and sales methods of super department stores in the past, through bolder designs and more Large space, richer experience, and more diverse gameplay bring attention to experience and narrative.
MARNI in-store furnishings
New store enclosure ready for debut
The matrix appearance of the brands under the OTB Group not only extends the business ambitions of the group and the brand to establish connections with Chinese consumers, but also provides support for , which focuses on luxury brands. The plot on Nanjing West Road has brought the vitality of niche designer brands.
Fashion Without Borders noticed that in the future, offline stores of LABELHOOD Leihu and independent designer brand SHUSHUTONG will also be opened here. Located in the core business district of Nanjing West Road and integrating dynamic domestic and foreign brands, Jincang Mandarin Plaza is expected to become a new fashion landmark in Shanghai and even in China.
Let’s talk about architecture and location first. Jincang Mandarin is located at the address formerly known as Cangzhou Hotel, which was once an important coordinate of the city. In 1900, the Jincang Mandarin Hotel was built here. Over the years, it has witnessed many legendary stories of old Shanghai and also carried the memories of a generation of local citizens.
Geographical location
GreenbergFarrow design team's architectural renewal design inspired by the "stacked layers of old buildings"
The name of this five-star hotel is a combination of the names of 3 famous hotels: Jinjiang Hotel, Cangzhou Hotel and Mandarin Singapore hotel. In the decades since its completion, the hotel has hosted dignitaries and celebrities such as Sun Yat-sen, Yan Fu, Hu Shi, Zhao Yuanren, Guo Moruo, Mei Lanfang, Cheng Yanqiu, as well as world-class celebrities such as Dewey and Tagore. Cultural celebrities.
After architectural and spatial renovation, as well as a new investment positioning, Jincang Mandarin Plaza has not only achieved functional transformation, but will also be re-launched as an exquisite and ultra-high-end shopping mall.
Maison Margiela Café
Fashion Without Borders has launched in Shanghai. The four new stores opened this time not only echo the local culture, but also emphasize the extension of lifestyle and space aesthetics.
Maison Margiela's largest flagship store in the world
Belgian designer brand Maison Margiela's largest flagship store in the world was designed by architect Anne Holtrop, covering an area of more than 500 square meters. The space continues the brand's unique aesthetic style, presenting not only the Maison Margiela Café, but also a limited-time interactive exhibition space for Glam Slam handbags.
On the occasion of the opening of the Maison Margiela mini program page
, the brand also presented visual content based on store design elements and concepts on the mini program, with the intention of leading users to perceive the locality of the new store's style and planning.
JIL SANDER flagship store
JIL SANDER brand creative director Mr. and Mrs. Meiers specially planned and created a new JIL SANDER FLORA project to celebrate the opening. They set up green plants and flower installations in an exclusive space, and updated the design every month according to the season and theme, so that the space has both Shopping function and special experience of "touring" and "shopping".
MARNI’s first flagship store in China
The Italian luxury brand MARNI’s first flagship store in China not only presents men’s and women’s ready-to-wear, bags, accessories and children’s clothing series, but also incorporates local art projects in cooperation with local artists. MARNI has a special creative space between the first and second floors of the store. Through the "Meteorite" project, local artists working in different fields and MARNI's creative director Francesco Risso are invited to present site-specific art works in the space from time to time.
AMIRI Flagship Store
American brand AMIRI presents here its first international flagship store, presenting men's and women's ready-to-wear collections, accessories, footwear and leather goods. AMIRI store continues the brand's simple and elegant style, and also displays abstract paintings by Chinese artist Li Zhongshi.
Currently, many fashion media are discussing the departure of "fast fashion". After this store visit, we feel that the brand's scene marketing is becoming an important means to win customers and realize customer value, and this is also the key to fast fashion. Fashion is difficult to provide for users.
Especially under the impact of e-commerce, price and cost-effectiveness are no longer the only competitive strengths of brands. Today’s consumers need better experiences and scenes, as well as more exciting new things. In this environment, brands also need to impress users with content and experience on the basis of products and services, and form a communication point with users, so as to realize product and brand value and achieve higher growth.
Jincang Mandarin Plaza
Looking at the Nanjing West Road business district, we can see the Plaza 66 where big names gather, as well as the familiar Shanghai Mall , Portman, Jing'an Kerry Center... I believe that with the development of Jincang Mandarin With the further presentation of the square, Shanghai consumers can feel the different charms of multiple brands, and the presence of offline stores of these domestic and foreign designer brands will definitely bring new collisions and ideas to the business of the land.
Fashion is not a cookie-cutter "assembly-line" presentation. New content and new presentation will become attractions and a new exploration point for tourists and consumers. Here, we also hope that this place can become a sustainable fashion landmark, outputting a steady stream of new content and new experiences.
For more details, please follow the WeChat public account; Fashion without Borders
