LONDON — Belstaff has opened the doors of its first store in Greater China, part of the Studio City resort backed by billionaire Australian businessman James Packer.
Packer’s girlfriend Mariah Carey performed at the opening of the development on Monday, and a short film directed by Brett Ratner, called “The Audition,” was screened. In the film, Leonardo DiCaprio and Robert De Niro compete to win a big role from director Martin Scorsese. All three Hollywood heavyweights trod the red carpet at the launch party in Macau.
The 2,178-square-foot store in the Studio City project is the British brand’s first opening in greater China and is part of Belstaff’s continuing development within the Asian market, following the launch of three Korean stores since September 2014 and the opening of a Japanese boutique in July 2015. More are planned to debut in the region starting in March 2016.
Belstaff chief executive officer Gavin Haig said the Macau opening is part of the brand’s global expansion strategy and long-term investment in China and the broader Asian region in coming years. He said that the Studio City development is “destined to become a retail mecca within Macau” and added that with city’s reputation as a destination for luxury fashion “it makes sense to start our Chinese offering here.”
The new store references elements of the Belstaff House flagship on London’s New Bond Street, which was designed by William Sofield. There are wooden floors, leather seating, custom cork walls and bespoke cabinets, as well as large-scale light boxes displaying current campaign imagery. The moto-heritage of the brand is referenced with a vintage Royal Enfield bike displayed at the front of the store, which launches with the fall collections for men and women.
Belstaff teamed with Rainbow Group Macau in a strategic partnership for the new retail franchise operation.