LONDON — Retail destinations that offer one-of-a-kind, 360-degree experiences are set to be a key strategy for brands as they seek to spark luxury’s road to recovery in China — and that road very likely begins in Beijing.
All eyes are on the Middle Kingdom’s capital from now until next summer, as the revamped northern part of the trendy shopping complex Taikoo Li Sanlitun is set to unveil a slew of high-profile luxury flagships, beginning with Dior.
First reported by WWD, the Christian de Portzamparc-designed House of Dior Beijing, spanning five stories, will be officially unveiled on Dec. 11.
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In addition to retail offerings, the store will contain a gallery space that will pay homage to founder Christian Dior’s friendships with the artist community of his time, and a Monsieur Dior restaurant helmed by Anne-Sophie Pic, the most Michelin-starred female chef in the world.
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The openings of stand-alone mega Louis Vuitton, Tiffany and Hermès stores will follow in the subsequent months. Loro Piana, Saint Laurent, Alaïa, Sacai and Polene are set to open their supersized stores at Sanlitun as well.
The Vuitton flagship, said to be designed by longtime collaborator Japanese architect Jun Aoki, will also host a restaurant on the lower ground floor, according to business registration documents filed to local authorities, making it the third mainland China location to offer a Vuitton-branded dining experience after The Hall in Chengdu and The Louis in Shanghai.
The scaffolding of the Tiffany store has been removed, and there have been multiple images of its curvy glass-clad facade surfacing on Xiaohongshu. The hoarding of the Hermès store came down briefly earlier this year, revealing the diamond tile collage in orange hues covering the building, as well as bronze metal art hovering on top.
Compared to Shanghai, luxury retail in Beijing has been largely contained within the more traditional mall settings, with key players including SKP, China World Mall and the Beijing Peninsula.
With the redevelopment of Taikoo Li Sanlitun, luxury brands finally have a chance to craft tailor-made experiences for the Forbidden City’s ultra-discerning big spenders who are looking to shop, dine and be entertained, just like they would expect to be at any global flagship in Paris, Milan and New York.
Taikoo Li Sanlitun was a pioneer in introducing the concept of neighborhood shopping to China when it opened in 2008. Its success at the time, mostly with mass market brands, paved the way for the arrival of Taikoo Li Chengdu, considered one of China’s best luxury retail destinations for blending historical preservation with a high-brow shopping experience. It in turn inspired Taikoo Li Sanlitun to go through a five-year luxe transformation.
Its developer, Swire Properties, earlier this year even demolished the boutique hotel Opposite House within the complex to make space to host more luxury brands. Chanel is said to be a key tenant that Swire is courting for the new location.
While Beijing is catching up on luxury’s destination retail game in China, Shanghai remains the preferred location, thanks to looser regulations and an abundant supply of properties with character and charm.
It’s said the local Shanghai government played a crucial role in getting everyone aligned to ensure Louis Vuitton’s unorthodox flagship, The Louis, which comes in the shape of a boat, to open on time and make all the necessary changes nearby to accommodate the two-year pop-up.
Longchamp, meanwhile, last week took up a listed mansion on Shanghai’s historic Wukang Road for its latest retail project, the Longchamp Family Home.
Zhangyuan, the Swire-backed historic Shikumen regeneration project in downtown Shanghai, has also been popular with luxury brands like Dior, Celine and Loro Piana for experiential retail-led projects.