Launched in 2005 by JNBY Group, a large fashion conglomerate headquartered in Hangzhou, menswear brand Croquis caters to a male demographic aged 25-35 with a penchant for contemporary style. In order to better connect with this target consumer group, Croquis has recently added a new store at Taikoo Li Sanlitun, an upscale shopping centre and preferred trophy hunting grounds for Beijing‘s well-heeled and in-the-know youngsters. The boutique occupies a unit on the second floor of one of the modern low-rise buildings that can be found here, and features an interior design by New York City-based architect Rafael de Cárdenas. A corridor of sturdy oaken arches with 360° rotatable open closets extends from the store entrance, and is flanked by oxidised copper mesh display tables on one side, and a wall lined with metal clothing racks on the other. Obviously, the rotatable closets offer a playful variety of configurations. Polished concrete flooring and an exposed ceiling covered in perforated metal panels extend all the way to the back of the Croquis store where the setting sees a large lantern-like volume that houses fitting rooms and recessed displays and which can be tuned to a spectrum of hues to vary tonality and heighten the mood. The new Croquis store carries the brand’s full range of apparel, accessories and footwear.
Croquis
Sanlitun Taikoo Li, 19 Sanlitun Lu (Sanlitun)
100028 Beijing
Telephone: +86 10 64160706
Daily 9.30am-9.30pm
Publishers Note
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