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Brief Published: 9 Nov 2011

Luxury European Brands Hit Beijing


Clocking in just in time for China Fashion Week last month, luxury fashion label Marni became the latest European fashion house to open an extravagant debut store in Beijing. It joins other giants of the prestige sector, French label Maison Martin Margiela, and British brand Alexander McQueen.

Capitalising on China’s ever-growing luxury market, the Italian label’s Beijing site is its largest flagship yet. The design, created by London-based agency Sybarite, combines two floors’ worth of its signature bohemian style, earthy colours, and geometric shapes with a bold red staircase, in specific reference to the colour’s associations in China with happiness.

Maison Martin Margiela also opened its largest retail location to date in Beijing last month, with an adult playground-cum-laboratory aesthetic (complete with a giant metal slide running between the upper level and ground floor), designed to echo the brand’s famous blank-canvas design ethos.

Alexander McQueen’s new softly lit, two-storey Beijing flagship – the largest in the world for the brand – opened on Halloween weekend.


Maison Martin Margiela 

Alexander McQueen