“The complexity of the existing building led directly to the concept’s defining move; the creation of a fluid circulation strategy, inspired by the history of the Parisian flaneur, which would allow the customer to experience the store in a dynamic, playful, unexpected way.”
Galeries Lafayette with joint venture partner, I.T. Limited, needed to develop a concept that would address two key issues; how to convert a structure originally designed as a shopping mall into a compelling destination retail experience, and how to express their brand vision – ‘Revealing the Energy of Creativity’ – in a way that would attract Shanghai’s booming millennial demographic.
To help connect with this audience, vital breathing space at the heart of the store on every level was ring fenced for Galeries Lafayette to curate their own dynamic EDIT zone that blends cutting-edge European brands with emerging local names, alongside an evolving line-up of immersive pop-up experiences.
The complexity of the existing building led directly to the concept’s defining move; the creation of a fluid circulation strategy, inspired by the history of the Parisian flaneur, which would allow the customer to experience the store in a dynamic, playful, unexpected way.
Swirling pathways and ceiling features sweep customers seamlessly through the store’s five levels, orbiting around a central atrium with levels of swirling, plant-filled terraces. The experience’s dynamic attitude is balanced with a confident approach to service areas, clearly signaled with bold color blocks of olive, blush, violet and bronze, animated with carefully curated art and statement furniture pieces.
After a soft launch in March 2019, Galeries Lafayette Shanghai opened fully in autumn 2019. Its design expresses the latest evolution in our 16-year association with the brand, creating a fast-paced fashion experience that will play a key role in the group’s ambition to grow its Chinese presence over the next five years. The first day’s trading exceeded target sales by over 50%.