Following Stella McCartney’s on-going
expansion in Asia, the designer opens her first freestanding dedicated Stella
McCartney Kids store in Hong Kong at Ocean Terminal, Harbour City recently.
The new 35 square meter store at the mall’s Kids focused ground floor was designed to capture the collection’s celebration of the spirit and energy of kids.
The collection is made up of fun and modern designs for boys, girls and babies aged newborn to age 14. The new store is highlighted by the eye-catching windows featuring giant toy-like robots with TV screen inserts playing the brand’s exclusive videos.
Mirroring the collection’s playful and vibrant designs, the shop features colourful sculptural rail installations with integrated bright rubber shapes that display pieces from the collection including ‘mini me’ version of mainline collection pieces that have been adapted and shrunk down for kids.
Playing on the light and witty approach of the brand, fitting rooms feature amusing googly eye pendants which were first seen as part of the invitation to the brand’s ready-to-wear fashion show in Paris.
The new and first Stella McCartney Kids shop is operated under the expanded partnership with Kids 21.
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