By  on November 20, 2007

NEW YORK — Shanghai Tang is hoping the third time is the charm.

The Hong Kong retailer has signed a lease for a 3,200-square-foot space at 600 Madison Avenue, between 57th and 58th Streets, its third location in Manhattan, which is scheduled to open in the spring. The store will reflect the company's new prototype.

When Shanghai Tang first opened a flagship here in 1997, the retailer chose a statement-making 12,000-square-foot space with soaring 28-foot-high ceilings at 667 Madison Avenue, near 61st Street. The location was eventually deemed too large, and in 1999 Shanghai Tang moved to a 6,500-square-foot space at 714 Madison Avenue, at 63rd Street.

The latest incarnation will be smaller than the existing flagship, which will stay open through the holiday season, but its floor plan is more desirable, said executive chairman Raphael le Masne.

"We wanted to have a bigger space on the ground level, which is what we will have with the new location," le Masne said. "It's over 2,000 square feet on the ground level and another 1,200 square feet on the lower level."

The company has been looking to relocate farther south on Madison Avenue for some time. "We were waiting for the current lease to expire, as well as waiting for the perfect space and floor plan," le Masne said. "Shanghai Tang has evolved dramatically, especially in the past three years, and we're ready to relaunch the brand to New York's most discerning luxury shoppers with a more central location."

The store will feature an edited selection of the most design-forward products from the full women's and men's ready-to-wear, accessories, children's and home assortments. It will also provide made-to-measure service from the tailoring department. Options for women include gowns made of cut velvets, hand-woven silk jacquards, gossamer veils, linens, printed cottons and elaborately embroidered silks.

Traditional and modern silhouettes can be found in the autumn rtw collection, including a topstitched satin jacket with floral embroidery, $720; a topstitched napa leather motorcycle jacket, $1,520, and a long silk and rayon jacquard qipao, $485.

The store will represent Shanghai Tang's new boutique concept, which has a modern design aesthetic with a nod to the Art Deco of Thirties Shanghai. Silk panels in Shanghai Tang's signature colors of lime and fuchsia highlight walls and display cases and contrast with black lacquer wood shelving with brass details. Dark wood floors are punctuated by lime club chairs and high-gloss white coffee tables."We've experienced high double-digit growth in every store we've remodeled, so obviously, customers are responding," le Masne said. "We're pushing forward the bold colors the brand is known for and using the latest architectural concepts to translate the unique Shanghai Tang DNA into a modern experience.''

The latest concept reflects Shanghai Tang's "evolution into a modern, international lifestyle brand while keeping true to the soul of our brand,'' he said. "The shopping experience is [designed] to entice all senses."

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