The new Maison Margiela store at JC Plaza shopping centre in Shanghai is one of four standalone stores that Italian parent company OTB has launched in one much-publicised go. The retail space measures 515 sqm. (5,542 sq.ft.) and is set across two floors, featuring an interior design that follow the décortiqué-inspired design codes that were laid down in collaboration with Amsterdam-based architect Anne Holtrop and first revealed at the brand’s boutique in London early last year. The façade is covered in tuff tiles, and on the upper section, they’re hung at an angle and backlit, creating an unusual artistic effect that seamlessly aligns with Maison Margiela‘s brand values. Inside, the off-beat yet meticulously crafted aesthetic unfolds in full force, featuring a palette of subtle white, grey, beige and also black, captured by an eclectic range of materials such as concrete, marble, poured plaster, and of course, tuff. And we haven’t talked shapes yet as both linear, curved and almost anything in between occur, and surprisingly, they visually reinforce each other.
Partially shaped glass and mirrors repeatedly refract the image, creating a trompe l’oeil effect that’s also a longtime signature element of Maison Margiela‘s retail aesthetic. Additionally, objects are hand-carved and have an imperfect or unfinished look. The ground floor showcases women’s and men’s apparel and accessories, including the 2022 Artisanal Collection, MM6 Avant-Première Collection and Icons Collection. In stark contrast, the fitting rooms boast walls covered in a phosphorescent black epoxy coating, warping shoppers instantly into another world, and come with adjustable lighting. One floor up, shoppers can indulge in the Replica fragrance area, a V.I.P. salon if personal attention is required, and interactive experience space which currently presents a an exhibition and art installation of Glam Slam, Maison Margiela‘s gender-neutral it bag, and last but not least, elegant and homey Maison Margiela Café, the brand’s new in-shop hospitality concept which was first launched in Chengdu only last month.
Maison Margiela
JC Plaza, 1225 Nanjing Xi Lu, Shop L105 + L206 (Nanjing Xi Lu)
200040 Shanghai
Publishers Note
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