Xintiandi fashion before visiting along Fashion Alter tide store

“Xintiandi Fashion” at 245 Madang Road always brings new ideas. Like the previous interview with Door brought several first-time Chinese mainland market brands, Alter Frontier Fashion Concept Store also brought many first time to Shanghai. .

Alter is positioned in a stylish urban concept store that integrates trend fashion, cutting-edge art, and personality design. Just like Colette in Paris. Of course, China also needs such a concept shop concept. At present, there are 27 designer brands of products related to clothing, shoes, glasses, jewelry, swimwear and household items. The introduction of designer brand swimwear is also rare in China. Sonja said that although it has partnered with Beijing's Lane Crawford, the store in Shanghai Xintiandi Style is Alter's first concept store in China. 80% of the products are sold only in alter, and the remaining 80% are only sold by Lane Crawford.

The first time it was attracted to alter was due to Vintage's impressive window display, followed by unexpected store design. This is the design work of the Italian interior designer Francesco Gatti inspired by the intricate staircases of the Dutch illusion masters.

Ladder accounts for one-third of the store, and the furnishings of the clothing are concentrated on both sides of the house. It seems that this is contrary to the core of clothing sales. However, the founder and CEO of the shop, Sonja Long, said that because this is a customer More space for communication and presentation than just a clothing store, and almost all the items in the store are free to move and regroup, such as the numerous leather-covered box-type display stands on the steps, and the highest DJ station. In addition, the model with a wall upside down or a 90-degree angle creates a feeling of spatial misalignment. In addition, on both sides of the wall, there are some small gongs used to display the works of artists and designers. The general feeling is that a clothing store that is not like a traditional clothing store, of course, is also very large thanks to the peculiar design of the store. Of course, the most clothing store it provides customers with a very comfortable fitting room, spacious and bright and abstract streamlined geometric style decoration is also one of the highlights of the attraction.