EXCLUSIVE: Schiaparelli Lands in China With Plaza 66 Pop-up
SHANGHAI SURPRISE: Schiaparelli is landing in China.
Marking its first retail presence in the country and in Asia, the Paris-based fashion brand on Friday unveiled a pop-up and retail exhibition titled “Through the Keyhole” at the Plaza 66 mall in Shanghai, open through Nov. 6.
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It showcases creative director Daniel Roseberry’s accessories, jewelry and haute couture creations, alongside ready-to-wear pieces.
Delphine Bellini, chief executive officer of Schiaparelli, said the concept was designed to take visitors on a voyage to the brand’s historic salons on Place Vend?me in Paris.
“This first opus in China is part of our global strategy to extend our international presence, with the same determination to protect the uniqueness and exclusivity of our brand,” she said in a statement.
“Few points of sale, but in key destinations and locations: to offer our customers an experience like no other, with partners such as Plaza 66 who share our passion for excellence in customer care, is a wonderful opportunity,” she added.
The brand has set up a gilded case in the shape of a keyhole on the ground floor of the mall. Its textured walls are adorned with its signature anatomical details.
Visitors pass through keyhole-shaped openings into a space inspired by the original interior design that founder Elsa Schiaparelli commissioned from architect Jean-Michel Frank in the 1930s.
Tour guides will be available to explain the house’s history, while videos of Roseberry explaining his work will be shown on a full-length screen at the far end of the space.
Meanwhile, additional pieces from the spring 2024 and fall 2024 ready-to-wear collections are displayed in the mall’s private suite.
The brand has five permanent retail points of distribution, including Place Vend?me and shops-in-shop at Harrods department store in London; Bergdorf Goodman in New York City, and the Neiman Marcus flagships in Dallas and Beverly Hills.
In addition, it has opened a temporary shop until Jan. 31 at Neiman Marcus NorthPark in Dallas, Roseberry’s hometown, featuring a selection of accessories for the holiday season. Over the summer, the brand operated a temporary boutique in Monaco.
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