Mugler's yearlong pop-up opened at Réel, a luxury mall at the heart of downtown Shanghai.
The store, which features the label’s fashion and fragrance goods, is located at a busy atrium of the mall, neighboringto design the store, which included conquering height constraints. Made in brushed aluminum, the sleek structure is also fully recyclable and demountable.
“It was important to open the first pop-up here because there was an energy here. It’s different from Europe — there is this teeming energy around clothing and expression that I find invigorating,” Cadwallader added.For Cadwallader, it was a natural decision to put fashion and fragrance in one retail setting.
With Asia being Mugler’s fastest-growing market, Corsin is already planning to bring “new elements and experiences” to the local market, which will be unveiled later this year. Mugler might also pack up and roll out the Réel store in other cities. “We know that the climate is difficult, but we also think it’s an interesting time to do it. We’ll be refining, learning and adapting to the needs of our customers,” added Cadwallader.
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