Valentino has unveiled a revamped store at Shanghai’s Plaza 66. The newly opened concept store marks “an important step in the expansion of the brand’s worldwide retail network,” the company said in a statement.
The two-story shop spans 475 square meters and sits on the second and third floors. The shop includes a VIP room and offers more space for the brand’s menswear collection. It staged a men’s show in Milan this June after three years of coed display.
To celebrate the launch, Valentino plastered the four-story tall entrance facade in PP Pink monogram and teamed up with its neighbour, the Milanese pastry store Cova (LVMH owned), to offer a monthlong PP Pink-themed afternoon tea set.
The Plaza 66 store is a part of Valentino’s retail redesign scheme announced last year. So far, flagship stores in Jeddah, Saudi Arabia, Madrid and Venice have been stripped of its wood and marble-themed interior for a sleeker look.
Valentino operates 32 stores in 22 cities in mainland China. This June, the brand opened two new stores in Wuhan and Beijing. Valentino is expanding in China with a Nanjing store in November at IFC. Another store in Shenzhen (men’s) will open in December.
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