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Missoni Enters China


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The brand’s first store in China is situated on the ground floor of Shanghai’s Jing An Kerry Centreand is set to open on 26 November.


In their Shanghai store, the brand is introducing a new store concept that has been conceived by Milan-based BBA Design Studio established by architects Barbara Ballabio and Andrea Burgio. Given the brand’s abundance of colourful patterns, the store has skilfully avoided being too much with the belief that the new concept allows no element to be out of balance.


The storefront design reflects the Missoni brand with its signature zigzag pattern through the use of colour, vertical metal elements and shades of light.


The Shanghai store was planned a year ago and is strategically located closely to the headquarters of the brand. In Mach 2022, the brand will open a store in Chengdu, a city of more than 14 million people.




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