- Vivian Hendriksz |
London - Calvin Klein has set its sights on global domination as the US brand has open ed two new multi-brand lifestyle stores in Shanghai, China and Düsseldorf, Germany. Each of the new stores is set to anchor the brand’s presence in the international cities as a flagship store and feature s the brand’s newest retail design concepts.
In Shanghai, Calvin Klein has opened 6 ,000 square foot two-storey store at leisure centre Raffles City. The new flagship store offers the brand’s men’s and women’s CK Calvin; Calvin Klein Jeans, Calvin Klein Underwear and Calvin Klein Performance apparel and accessories. Overseas in Düsseldorf, the new store is located on Königsallee Boulevard, spanning over 3,500 square feet across three floors. The store features men's and women’s Calvin Klein sportswear and accessories, Calvin Klein Jeans, Calvin Klein Underwear as well as Calvin Klein Swimwear.
“Our new flagship stores in Shanghai and Düsseldorf represent C a l vin Klein ’s commitment to strong consumer experience, technological innovation, and unmatched brand equity for our global audience,” said Steve Shiffman, Chief Executive Officer, Calvin Klein, Inc. “As we continue to focus on expanding Calvin Klein s global footprint, it is our objective to bring a best-in-class retail experience to key markets and shopping destinations around the world.”
The new flagship store s also feature th eir own design concept which convey the brand’s minimal, modern aesthetic with a pop of colour and sumptuous materials, selected to enhance consumers shopping experience. Key details for the new stor e s interiors include cobalt blue curtains to frame the entrance, soft pink rugs in geometrical shapes and grey concrete throughout. In addition, the Kvadrat/Raf Simons fabric is used throughout the store s as well as Utrecht chairs by Gerrit Thomas Rietveld. Digital technology is also used throughout th e store s to offer consumers the opportunity to actively participate in a personalised shopping experience and engaged with the brand in new ways.
Interactive video and denim fit guide walls let consumers browse products featured in Calvin Klein’s current campaigns and make selections to try on in-store. In the Shanghai store, an interactive video table lets shoppers explore the brand through newspapers, magazines and online articles on the brand and features key milestones, runway show videos and recent events on the brand as well as access to Calvin Klein’s official social media platforms.
Photo Credit: Calvin Klein.
Additional image credits - Shanghai - © 2017 Andy Shen
Dusseldorf- © 2017 Huy Nguyen