agnès b. Rue de Marseille store, Hong Kong

March 18th, 2014 by retail design blog

For many years Hong Kong has been one of the planet’s most exciting shopping destinations. But the city’s special ties with China and the steep rise of the latter’s affluent consumers has put a turbo spin on its retail landscape in recent years. Being a mature and sophisticated market many brands have expanded and diversified their operations to cater to an increasing influx of big spenders.

French fashion brand agnès b. has been operating a string of stores in Hong Kong for quite some time now, and has developed various retail concepts specifically for the local market. Hong Kong is even home to the brand’s first flagship store, called agnès b. la Loggia – named after founder Agnès B.’s summer abode in the south of France – and stocking a multitude of different lines in a special retail setting.

Seeing room for further growth the brand has opened a second flagship store across Victoria harbour at the K11 Art Mall in Tsim Sha Tsui. Named agnès b. Rue de Marseille, the store is named after a quiet street around the corner from the agnès b. headquarters in the Canal St.-Martin area of Paris, and at 17,000 sq.ft. [1,579 sqm.] spread over two lofty floors it’s even bigger than the one at IFC Mall. Obviously, the interior design takes cues from this particular corner of the French capital to add an authentic Euro flair.

Sleek French windows are paired with a subtle black and grey colour scheme and carefully selected second hand furnishing from various vintage markets all over the world. The agnès b. Rue de Marseille store features various sections, each presenting a different collection in a setting of its own.

The expansive ground floor very much is the women’s domain, presenting the brand’s femme, voyage and bijoux collections. When taking the sturdy steel staircase upstairs the store morphs into a more homey setting, featuring wooden flooring, potted plants and, visually linking it to the aesthetic on ground floor, more vintage furnishings. Here the homme and sport b. collections are showcased, along with a range special lifestyle and hospitality concepts.

These are travel concept La Maison Sur l’eau, flower shop Fleuriste, a chocolate boutique called Délices, a bookstore, a music store, and café L.P.G., a perfect hangout for famished shoppers. The café has teamed up with a local organization which promotes organic food and doubles as a grocery store.

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