As the universe of pop up stores gets more exciting every day, many famous brands have been exploring this retail concept to spice up the classic shopping experience. Area-17 designed a captivating 100 sqm pop up store for Asian luxury brand Shanghai Tang in SKP, one of the largest high-end shopping mall in Beijing.
From the outside, a partially transparent wrapping opens into a bright, refined interior characterized by a chinoiserie style décor with a glamorous contemporary twist. Hints to Chinese tradition can be found in the floral wallpaper, in outline of the custom-made furniture, and in the red accents that are matched with vibrant shades of bright pink.
The harmonious contrast between geometric and sinuous patterns provides the ultimate background for displaying the brand’s precious garments. The unconventional richness of the environment is meant to offer a new appealing shopping experience and stresses the idea that Shanghai Tang is a very special and unique brand. Asian culture mixed with Italian craftsmanship creates the illusion of a space out of time, where consistency meets novelty, the perfect home for a timeless fashion design.