When it comes to the finer things in life, China sits front row. It’s specifically the savvy Millennial demographic which has contributed to the exponential growth of the country’s luxury market in recent years, and in fact, it continues to do so, allowing it to bounce back following the impact of the global pandemic. Meanwhile, this consumer group’s flavours and preferences have become more diversified and sophisticated, inspiring retail companies and brands to step up their efforts with alluring new shopping concepts in China‘s most advanced shopping destinations. It’s in Hangzhou, an affluent city known among the most seasoned of shoppers for its many upscale boutiques, where watch retail company and wholesaler Xinyu has set up a new store dedicated entirely to exclusive on-trend watches. Called MOMIC, it’s situated at Hangzhou Tower, the city’s biggest shopping mall and a hub of high-end merchandise, occupying a 96 sqm. (1,033 sq.ft.) unit on the second floor of the so-called Block C building.
Atelier tao+c, an architecture and design practice based in Shanghai, was commissioned to create a setting fitting for both the store’s multi-brand offerings and its young and savvy clientele. The design is high on visual effect, or style if you will, and so is the set-up. A horizontal band, comprising of marble in different colours and neon-orange acrylic sits on either matching or contrasting legs, demarcates the perimeters of the MOMIC store. Upon entering through one of the three entrances, shoppers find themselves in an alluring and slightly futuristic open space, framed by backlit opaque wall panelling, mirror metal ceiling tiles and marbled flooring. On the inside, each of the marble sections morphs into distinct displays—the green and honey-coloured marble booths are used as displays for sporty and slim watches respectively, the grey acrylic booth and cylindric blue metal present conceptual and futuristic watches, and last but not least, the elongated table with lattice countertop is a DIY console. MOMIC carries a tightly curated selection of watches from around the planet, and the offerings include brands such as Nivada, Movado, KLASSE14, Mido, Certina, and Tissot.
MOMIC
Hangzhou Tower, 230 Huancheng Bei Lu, Block C (Tianshui)
310006 Hangzhou
Telephone: +86 571 88251127
Daily 10-10
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