For leading luxury brands, China is the holy grail, and having a physical retail presence at key locations there is pivotal to reach potential customers and as brand communication. Acne Studios has accelerated the opening of standalone stores in this market, and this time, the Stockholm-based fashion brand has opened a boutique in the country’s fashion capital Shanghai. The store occupies two adjacent units on the second floor of Réel mall, the preferred hub for the city’s sizeable demographic of big spenders, and is surrounded by boutiques of peers from fashion’s upper echelon, such as Gucci, Alexander McQueen, Marni, Ralph Lauren and Moncler. Similar to many other Acne Studios outposts across the world, the premises see an understated interior design by Swedish architect Christian Halleröd. A façade clad in dark stone frames a neutral backdrop of concrete flooring, whitewashed walls and ceiling. On one side, a sleek steel clothing rack curls around a pillar and is flanked by two organically shaped chunky display tables in a red hue by designer and longtime collaborator Max Lamb. Additional clothing racks line the walls and two alcoves respectively accommodate a sales counter and the store’s fitting room. Wall-mounted metal shelving, accompanied by a metal display table and two polystyrene displays crafted by Lamb. Mind you, the windows are adorned by three more, but in shiny silver. The new Acne Studios store carries the full range of men’s and women’s apparel, accessories, shoes, bags and jewellery pieces.
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