Located in Shanghai IAPM mall, the 205 square meter new store is the perfect showcase for the brand’s cutting edge design. The store concept reflects an evolution of the Paris flagship situated on 28 Faubourg Saint-Honoré epitomizing the DNA of the house – a mixture of aristocratic elegance, dark romanticism, sensuality and renewed classicism.
The brand new design of the store’s facade reveals a rough, matte metallic surface, providing contrasted texture to the large art gallery-like shop windows. A golden brass motif emerges from a black composite of aluminium and resin. Such architectural statement is inspired by the cross-like “T cut”, i.e. Givenchy’s signature stitching featured on the back of the clothes and certain accessories.
The concept of the space is an homage to the iconic Givenchy boxes used to deliver Haute Couture garments. Here four room-sized boxes made of black burnt oak display women’s and men’s clothing. The interiors of both boxes showing womenswear are clad in calacatta marble – a white marble with dramatic bold veining - while the menswear ones are in grey basaltina (volcanic) stone. Accessories are presented on shelves covered with book-matched calacatta marble and on water-drop shaped displays in calacatta marble, black leather, polished silver steel or golden brass. Outside the boxes, the floor shows a natural oak herringbone parquet reminiscent of Givenchy’s Avenue George V couture salons.
The IAPM mall store opens with the Fall/Winter 2013 collections. This season, creative director Riccardo Tisci brings the sensual Givenchy man to the world of rock and roll. As for the women’s collection, he looked at the strength of gypsies mixed with the romanticism of Victoriana to celebrate women.
Givenchy IAPM Store Shanghai
1F, iapm, No. 999 Middle Huaihai Road, Shanghai
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