STELLA McCARTNEY BREEZE FLAGSHIP STORE OPENING by
PlayField Design®

London, September 15, 2013. Following Stella McCartney’s on-going expansion in Asia, the designer opens her first freestanding store in Taipei at the Shin Kong Mitsukoshi shopping center located in the Xinyi district, the main shopping destination in all of Taiwan. The new 106 square meter store at the second floor of the mall reflects the world of Stella McCartney within an intimate, personal and architectural atmosphere; carrying the brand’s luxury women’s ready-to-wear, shoes, bags, sunglasses and fragrance.

The new shop mirrors the Stella McCartney store design concept using simple and natural materials contrasted with sculptural details. Introducing a new flooring design, a concrete slab floor with calacatta marble and carpet inserts guides the customer through the stone’s interior. Brass and steel linear rails with walls finished in an array of textures display Stella’s ready-to-wear designs that famously play on hard and soft, masculine and feminine. Handbags including the popular Falabella are merchandised on a block relief wall. Fitting rooms play on humour featuring Perspex pendants in bright colours and abstract shapes. Completing the space is a 3 dimensional rhombus recyclable glass block wall.

The Stella McCartney Taipei shop will be operated under the franchise agreement with Club Designer where the brand has been available at their multibrand boutiques since 2009.

Event execution / production
Client_ Stella McCartney Taiwan
Year_2019

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