Why did you choose this area for the first stop? The design company said that overseas brands are entering the Chinese market to import | designers | first stop
At the time of the 2010 Shanghai World Expo, French young designer Matthew had not yet thought that he would establish a deep friendship with this city. On his first visit to Shanghai, the towering buildings and pleasant pedestrian streets left a deep impression on him. Matthew felt that there were still many aspects worth exploring and exploring in this rapidly developing international metropolis. Never forget, there will always be an echo. A few years later, he came to Shanghai and became the General Manager of Fashang Greater China.
Fashan, headquartered in Paris, France, is an international design company with global operations. It was founded by two founders, Elie Papiernik and David Nitlich, in 1988. As early as 2008, Fashang established an office in Shanghai, China, and now has 8 branches in Asia. It also has branches in Casablanca, Morocco, S ã o Paulo, Brazil, Geneva, Switzerland, and other places. Its business covers brand creativity, concept and visual system design, product and graphic design, product display, exhibition and scene design, retail design, architectural design, digital brand activation, and video production.
From being attracted to gradually understanding, Shanghai has become Matthew's "second hometown" where he has worked and lived for nearly a decade. In his mind, what he knows and loves most is the Xintiandi area on Huaihai Road where the company is located. In the past few years, Fa Shang has moved his office several times in Shanghai, but has not left this area. Renting an office space at the K11 Shopping Art Center in Shanghai is also considered the "best choice" by Matthew. Unlike ordinary commercial complexes, K11 has a more prominent artistic atmosphere, often hosting art exhibitions, and commercial brands that settle in often collaborate with artists. "Whether it's the wutong trees on the street or the artistic atmosphere in the building, the overall atmosphere of this block is what our designers like," said Matthew.
Matthew was even more excited when he learned that the familiar regional upgrade had become the "Huaihai Xintiandi Import Trade Promotion Innovation Demonstration Zone". On the one hand, many domestic and foreign brand customers of Fashang have set up headquarters or Shanghai offices here, and everyone is looking forward to the new opportunities brought by the demonstration zone. On the other hand, as the President of the French Association of Young Entrepreneurs in Shanghai, Matthew Pingri will also come into contact with many French brands, including some that have long had a strong interest in China. "We also hope to take advantage of the construction of the demonstration zone to help more French and other overseas imported brands enter the Chinese market with a better appearance, and create a new image that can be loved by Chinese consumers.".
Recently, the national first flagship store of niche art perfume brand from Paris, France, opened in Xintiandi. Liu Yong, Deputy General Manager of Fashang Greater China, introduced that this is a representative work of Fashang's planning, positioning, and store image for French funded brands to enter the Chinese market. It provides service support and path reference for the subsequent introduction of international emerging brands, fashion brands, and other internationally renowned flagship stores in the demonstration zone. Liu Yong said that in the design of the store, Fashang reproduced the perfumer workshop in Paris, deconstructed and creatively demonstrated the birth process of perfume, centering on the brand's iconic digital coding. Retro typewriters, shops on the streets of Paris, tools and utensils for fragrance mixing, various elements are organically and orderly combined, ultimately presenting the brand's fragrance mixing rules. On the fragrance classification wall, customers can easily lock in their desired scent by following the exclusive numbers and color labels of 10 fragrance families.
Knowing that Xintiandi will also launch high-end imported consumer goods shopping signs and other measures in the demonstration zone in the future to create a vane for the development of import trade and consumption, Fashang's designers are also "rubbing their hands" looking forward to it. Liu Yong introduced that in 2020, on the 120th anniversary of the opening of Huaihai Middle Road, Fashang had designed a romantic and modern theme logo inspired by the French wutong leaves of Huaihai Road and the English abbreviation of Huaihai Road as the main element, integrating innovation while honoring memory. "We believe that relying on the platform of the demonstration zone, we can further develop our design expertise, participate in the design of high-end imported consumer goods shopping logo and other work, so that more domestic and foreign consumers can understand the unique tone of Huaihai Xintiandi area."
