23. July 2020 | Chapter China, Retail News, Shop Fitting, Store Design & Visual Merchandising

New retail stores in Shanghai: something for every taste!

by Sonja Koller (exclusively for EuroShop.mag)

Shanghai – megacity, commercial center, and cultural hub of China. Is it any wonder that brick-and-mortar retail packs such a big punch and thrives in this metropolis that’s made for shopping? Leading brands pick the city for its flagship stores and share its vibrancy with small boutiques and experimental pop-up stores, all of which feel equally at home in the metropolis. We would like to introduce you to three promising new retail concepts that have made Shanghai their home.

LAVAZZA: a golden coffee experience

On January 23 of this year, LAVAZZA opened its first flagship store right in the heart of the city’s historic Jing’an District. The store is a joint partnership with the Yum China restaurant chain. The goal of the joint venture is to explore and enter the market in East Asia. The iconic Italian brand that’s steeped in tradition sees an important market with huge untapped potential for superior-quality coffee consumption. Success didn’t take long as the store became one of the most popular hot spots for coffee lovers in Shanghai in just a few short months.

Simplicity and understated elegance

The impressive front glass facade, high ceilings, and clean lines emphasize the store’s bright and open feeling. The elegant design is shaped by golden, marble, and wooden furnishings. The oversized caffettiera (traditional, historic espresso coffee maker) in the storefront is the ultimate eye-catcher. Golden and glistening on the outside, it offers seating for a handful of guests inside.

And the store’s assortment? Guests can enjoy much more than just a classic espresso as they stroll along the long counter. The LAVAZZA store offers unique blends of coffee, prepared in many different ways, and all kinds of extras and accessories. Feeling a little peckish? LAVAZZA has you covered with a wide variety of snacks and pastries, beautifully showcased behind a large glass display case.

View into a Kilian-Store

@ Estée Lauder Companies

KILIAN: discover the scent of Paris

The KILIAN store in Shanghai’s IFC Mall opened on June 11 as the first store of the French fragrance line in China. An interior that features black mahogany with interspersed design elements made of gold and marble displays, all in a perfect blend of Art Deco style: every square inch of the KILIAN store exudes exclusivity. No wonder, since the fragrance brand by Estée Lauder is sold worldwide and personifies an iconic prestige fragrance brand that is the epitome of Parisian chic in a bottle.

Perfume flacons on a sideboard

@ Estée Lauder Companies

But France and KILIAN don’t just embody elegance. “Good Girl Gone Bad”, “Wild Lady” or “Black Phantom”, the names of these perfumes hint at freedom, ecstasy, and a certain pinch of naughtiness.

Perfume-scented lipstick

The spray flacons are showcased on a marble table in the heart of the store, in a display case in the back and in display cases on the walls. The store boasts limited space with only a small selection of items. Besides the scents, guests will spot a small makeup vanity with lights and large mirrors on the right wall. The display features the first makeup collection from KILIAN, Le Rouge Parfum.

Animate: the child within

The Animate store opened on April 25 and is an extreme juxtaposition to the two stores we already introduced to you. Everything in here is colorful, appears slightly unorganized and run-down in some ways. But don’t let this fool you as this is a well-tried store design concept. Currently featuring 117 stores in Japan, Animate is among the largest companies in the Japanese anime industry. There are now four shops in mainland China.

A gathering place

At Animate, anime fans will find everything their heart desires. From movies, mangas, games to all kinds of merchandise, devotees can immerse themselves in the bright world of anime. One eye-catching detail of the store are walls with paintings of colorful anime figures. Fans can find small trinkets in containers reminiscent of gumball dispensers.

For store manager Ryan, the Animate store in Shanghai is so much more than just a space to sell anime merchandise. To him, it is primarily a gathering place where young people who share the same interests can meet and connect.

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