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Anticipating the voracious fashion consumption of China’s burgeoning middle class, men’s fashion startup Magmode was propelled into the retail landscape late last year. Led by Cai Chongda, the former editor-in chief of lifestyle and news magazines GQ China, Modern Weekly and China News Weekly, the company ambitiously launched with brick-and-mortar stores in key locations in Beijing, Chengdu and Nanning, in addition to a nifty App that keeps its following abreast with international trends. Magmode playfully mixes apparel items by local and Asian designers, artwork, homeware, decorative objects and books,

But also aims to be a creative platform which stages all kind of events related to fashion, art and culture. It’s a tightly edited effort that’s similiar to creating a magazine, and yes, hence the name Magmode. The company has recently expanded to Hangzhou’s Kerry Centre, an upscale mall in the heart of the city, with a 250 sqm. concept store. Although not a first-tier city, it’s home to an affluent demographic. The interior design, crafted by Shanghai-based practice Rigi Design, also takes cues from to this concept, featuring a number of distinct areas, as if different sections of a magazine, and captured by a palette of metal plate, baking varnish, felt and leather.

The shop signage is the cover of a brand, and the newest seasonal style trophies are presented at the entrance, while other areas showcase other product ranges that match the lifestyle of forward consumers. Also to be found on the premises is a dedicated tea-tasting area where to take a break from heavy shopping duties. As said, Magmode stocks items by Chinese and Asian designers who are at the forefront of fashion, and the brand list currently includes names such as designer Masha Ma’s first men’s line mattitude, Sean Suen’s collection Sean by Sean, and Jiazheng Xu’s arc atelier line.

Pphotography: Shao Feng
Images © Rigi Design

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