FLAGSHIP
Situated in the center of Shanghai’s French Concession, the space is set within a reimagined traditional old Shanghai building, now transformed into a single-floor boutique. Every corner in the store is a translation of the brand identity and what it aims to deliver.
As expressed through the VIKTORIACHAN design, we played with contrasts, clean cut structures, fluid forms and mixed materials such as bvlgari marble, steel elements, and black wood to get the sleek but yet warm atmosphere.
The space carries subtle references to Art Deco and Scandinavian design, framed through clean black structural lines and a restrained material palette. These elements are reinterpreted within a single-floor boutique environment, where contrasts between marble, steel, and reflective surfaces define the atmosphere.
In the VIKTORIACHAN space, ready-to-wear and bridal collections are presented within one continuous setting, allowing the pieces to exist within a unified architectural experience.
Address: Yan An Middle Road 718 n 101, Jing'an District, Shanghai, China.
