How to launch a quintessentially Parisian fashion store in the Shanghai, Pudong district to connect with a millennial audience
Galeries Lafayette with joint venture partner, I.T. Limited, needed to develop a concept with would address two key issues; how to convert a structure originally designed as a shopping mall into a compelling destination retail experience, and how to express their brand vision – ‘Revealing the Energy of Creativity’ – in a way that would attract Shanghai’s booming millennial demographic.
To help connect with this audience, vital breathing space at the heart of the store on every level was ring fenced for Galeries Lafayette to curate their own dynamic EDIT zone that blends cutting-edge European brands with emerging local names, alongside an evolving line-up of immersive pop-up experiences. Feature elements, from a Joël Robuchon tearoom to a Bread Etc bakery, provide engaging destination points along the way, whilst a spectacular illusion painting by Swiss-born, Paris-based artist Felice Varini acts as a linking thread connecting every part of the journey.
The complexity of the existing building led directly to the concept’s defining move; the creation of a fluid circulation strategy, inspired by the history of the Parisian flaneur, which would allow the customer to experience the store in a dynamic, playful, unexpected way. Swirling pathways and ceiling features sweep customers seamlessly through the store’s five levels, orbiting round a central atrium with layers of swirling, plant-filled terraces.
The experience’s dynamic attitude is balanced with a confident approach to service areas, clearly signalled with bold colour blocks of olive, blush, violet and bronze, animated with carefully curated art and statement furniture pieces.
After a soft launch this March, Galeries Lafayette Shanghai will open fully Autumn 2019. Its design expresses the latest evolution in HMKM’s 16-year association with the brand, creating a fast-paced fashion experience which will play a key role in the group’s ambition to grow its Chinese presence over the next five years.