Replay has opened a flagship store in Beijing, marking the brand’s first step into China. The 500 sqm shop is located on S8-15 of Sanlitun Village, a center where shopping and leisure meet entertainment and art. The store reflects the company’s sustainable philosophy by highlighting the reuse of natural materials; the floor, for example, was constructed out of reclaimed timber.

Designed by the architectural firm of Michele De Lucchi, the Replay Magic Table merges display and interaction and serves as the ground floor’s centrepiece. Through a keen use of color and lighting, the space aims to explore the relationship between art, matter and the senses while multimedia interfaces invite customers to discover and interact with the Replay world in a distinctive and original way.

The opening is an important part of the brand’s worldwide retail expansion plan and represents a key action since Replay’s decision to pursue a direct sales strategy in China. Replay’s operator Fashion Box oversees all of the brand’s markets in over 50 countries in Europe, the Middle East, Asia, America and Africa. The wholesale distribution network has 4,000 sales points and about 200 retail stores with total annual sales amounting to €235 million and exports accounting for 85% of the turnover rate.

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