SHANGHAI — After a three year, multi-million dollar renovation, another historic building on Shanghai's Bund waterfront is now open for business, and unlike other properties nearby that are home to luxury brands ranging from Giorgio Armani to Chanel and Prada, executives say they are seeking retailers that focus predominantly on making custom-made products for wealthy Chinese consumers.
"The needs of customers are rapidly changing," said Michelle Lee president of Bund 22, a building that dates back to the early 20th century. "What they are looking for is personalized style. The demand for that has been rising."
The retail concept for the property, which is managed by the Shanghai South Bund Industrial Development Co. Ltd., a Hong Kong-registered company with largely Taiwanese management, is centered on "premium tailored services." The company threw an opening party for the building earlier this month.
Premium spaces on the ground floor are occupied by the flagship store of Chinese couture designer Guo Pei. Another tenant is Aolisha, which makes custom wedding gowns and dresses. Lee said she hopes the building will become a go-to wedding destination where brides and grooms can have dresses and suits made as well as jewelry, shoes, even wedding cakes. Other retailers that have already moved in include C Oriental Luxurious Jewelry, which focuses on one-of-a-kind designs, and Eleganza Uomo, a bespoke suit maker from Hong Kong.
The building is home to a number of high-end restaurants. Cirque Du Soir, a nightclub with locales in London and Dubai, will open soon. The basement has a wine cellar where VIP clients can reserve a space for personal collections.
There are challenges for Bund 22. It is located on a swath of the Bund that is still relatively under-developed and far from a host of restored buildings frequented by tourists and locals for luxury shopping, for dining in expensive restaurants or for nightlife in posh clubs. The neighborhood is not well known in the city and tour groups tend to congregate a mile or so down the road near other notable landmarks.
On a recent afternoon, the shopping area of the building was empty. Some of the stores were closed. And only a couple of the retail spaces are visible from the street, with the rest located alongside a corridor in the back of the structure. Around 80 percent of the space has been rented out, Lee said.
Yet the executive she is confident that the property's emphasis on a more customized side of luxury will soon bring in more visitors. Another retail complex under construction next door also promises to bring more traffic.
"You can find Chanel or Louis Vuitton or Hermes anywhere," she said. "Here, we want everything to be unique — something you can't find anywhere else."
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)