Home to more than 24 million people, Shanghai is the world’s most populated city proper, and home to China’s wealthiest residents. With such impressive stats, it shouldn’t be surprising that many Western luxury retailers have made their mark on the affluent locale.
“Chinese brands look to Western brands in terms of the concepts and fashion collections, and Chinese customers like international brands like Chanel, Dior [and] Gucci,” says Giovanna Imbimbo, partner, Area-17 Architecture & Interiors (Hong Kong).
Housed in two of Shanghai’s many shopping malls – Times Square and Global Harbour – fashion label Cocoon (Hangzhou, China) is a popular mainstay in the country, with more than 70 locations throughout China. Geared toward women ages 25 to 35, the apparel has a high-end feel paired with affordable prices.
The spaces for each location convey a luxe, romantic vibe. Inspired by the brand’s name, Area-17 aimed to create a relaxing enclosure to “protect” customers from the buzzing Shanghai streets. Ensuring quality materials were sourced from Chinese suppliers presented a challenge for the design team, requiring close collaboration with contractors. Use of rich textures and materials, such as brass-finished fixtures, lush pink carpet, marble flooring and warm-toned leather wallcoverings, contrast with the minimalistic, austere aesthetic promoted in some luxury stores.
“[It] required high standards [in materials], but at the same time, not all customers feel comfortable shopping in a minimalist atmosphere or conceptual area,” Imbimbo explains. “This is one of the difficult parts of a design job in China, combining different materials and areas in a harmonic way, according to Chinese taste.”
PROJECT SUPPLIERS
Retailer
Cocoon, Hangzhou, China
Design and Architecture
Area-17 Architecture & Interiors, Hong Kong: Giovanna Imbimbo, partner-senior architect; Paolo Gianelli.
General Contractor
EW Group, Shanghai
Photography: Francesco Tarentini, Shanghai