Parisian fash­ion in Bei­jing

Ga­leries Lafayette, the up­mar­ket French depart­ment store re­opens its doors af­ter 15 years in Xi­dan, Bei­jing to of­fer the Chi­nese mar­ket a dif­fer­ent and unique shop­ping ex­pe­ri­ence through both de­sign and prod­uct with a truly French Parisian fla­vor.

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The pride of Boule­vard Hauss­mann (Paris) is all set to woo its po­ten­tial Chi­nese clien­tele by autho­riz­ing it­self as the des­ti­na­tion for the fashionistas. Spread over seven floors, this 378,000 sq. ft. of flashy ar­chi­tec­ture is sure to be­come an iconic land­mark for the city. The store had to bring a Parisian fla­vor to the plate and yet ap­peal to the Chi­nese con­sumers and cater to their taste. Bring­ing in the brand DNA- Abun­dance, Joy and Fash­ion- Ga­leries Lafayette had to ex­pose the city to a new mean­ing of fash­ion cre­den­tials. “Cre­at­ing a dif­fer­ent and unique shop­ping ex­pe­ri­ence to what is of­fered in the lo­cal Chi­nese mar­ket was very im­por­tant,” says Mark Billing­ton, As­so­ciate Di­rec­tor of HMKM, the de­sign firm “The store needed to have its own tone of voice through both the de­sign and prod­uct of­fer­ing. It has a truly French, and es­pe­cially Parisian fla­vor, run­ning through the heart of the store.” Dou­ble-height win­dows, huge LED screens, the wel­come arena, the glass pan­el­ing and of course, the lights and all that jazz cre­ate an im­pact­ful en­trance and vouch for an up­mar­ket shop­ping en­vi­ron­ment. The LED screens per­ma­nently fea­ture fash­ion shows high­light­ing lat­est trends to show­case a pre­view of per­son­i­fied fash­ion to the cus­tomers walk­ing into the store. Once in­side the store, the re­sem­blance to a Parisian apart­ment is what pi­lots the re­tail ex­pe­ri­ence through its ar­chi­tec­tural ref­er­ences. The mould­ing pat­terns, trompe l’oeil lac­quer pan­els, grey tim­ber pan­elling and en­graved Co­rian give stark ref­er­ences to the above and add the her­itage fac­tor to this store’s soul. All floors ac­count for a unique ex­pe­ri­ence as each depart­ment is treated in­di­vid­u­ally in­ter­spersed with dif­fer­ent cre­ative in­puts. The­atri­cal light­ing which con­trib­utes to con­trast­ing one space from an­other is the con­veyor of drama and a glit­tery at­mos­phere. Vin­tage French dec­o­ra­tives and taste­fully cho­sen mo­tifs which are exclusive to each floor add to the Parisian el­e­gance. These de­tails ap­pear strate­gi­cally in wall pan­els, sof­fits, dec­o­ra­tive grilles, mould­ings, screens and dis­play counters. The fur­ni­ture and prod­uct dis­plays as well were de­signed as per Parisian fur­ni­ture styles

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