Nanushka is honored to announce: it has officially entered the Chinese market
In September 2022, after the three flagship stores in Budapest, London and New York, Nanushka will open its first store in Shanghai, China, which is also the brand’s first store in Asia. The store is located in one of the most prosperous shopping malls in Shanghai – IAPM Mall.
The 95 square meter cream-colored space visually creates a relaxed and comfortable shopping atmosphere. Stepping out of the traditional shop design framework, the overall vibe follows the architectural aesthetic of the brand’s hometown, Budapest, and the city’s community vibe, as well as the aesthetic thread that Nanushka has built since her first store. Iconic elements such as blue crescent leather benches, Hungarian wooden totems, shell niches and wall lamps naturally blend classic and modern. The chandelier pays homage to the 70s style, while the wood grain and colors recall the London flagship store. The combination of sinuous wooden frames and stainless steel paneling represents the personality of Nanushka’s design: a modern bohemian style rooted in Hungarian traditions.
Nanushka store has always adhered to the concept of “being at home” and is committed to creating a sense of comfort and freedom like home through the color, display, decoration style and other aspects of the store. The warm toned lighting creates a warm atmosphere and the large area after entering the door is equipped with booths and sofas, creating a homely and comfortable atmosphere like a living room at home. Just as Nanushka’s clothing combines pure design and conscious creativity to create a naturally elegant wardrobe, the brand’s store at IAPM creates a timeless concept through modernism.
Nanuška
Nanuška
At the same time, the Nanushka Tmall flagship store was launched, expanding a new retail model that combines online and offline suitable for the Chinese market, offering consumers a better shopping experience. In this pivotal and important moment, the brand has specially invited Xiang Bajing and Lin Wenhui to shoot the first visual content after entering the Chinese market. Xiang Yanjing, who has multiple social identities as a supermodel, art consultant and gallery owner, also adapts to Nanushka’s natural energy and struggles with an excellent chemical reaction. Photographed by photographer Liu Shuwei, this visual content shows the concept of returning all things in the world to their origin, maintaining a pure and original state, being elegant and not eating fireworks.It perfectly conveys Nanushka’s artistic sensibility and the attitude to integrate into the local community.
Nanuška
Nanuška
Nanuška
Nanuška
Taking this opportunity, Nanushka joined BOH PROJECT to begin exploration in the Chinese market, combining new perspectives and strengths, promoting the integration of creative groups and conveying the Nanushka brand concept.
Shop photograph: Sui Sicong @ AGENT PAY
Visual content:
Photographer / Graphic Photographer: Shuwei Liu / Liu Shuwei
Executive Producer and Creative Direction / Creative Director and Producer: BOH Project
Production: China hamlet
Manufacturer / Producer: Tianhao Zeng / Zeng Tianhao @ Hamlet China
Line Producer / Executive Producer: Zoe / Small Exhibition
Camera Assistant / Photography Assistant: Ming
Director / Director: Yujing Chen / Chen Yujing
DOP / Photographer: Yanfei Zhu / Zhu Yanfei
Gaffer / Gaffer: Huang Wei / Huang Wei
Artistic Director / Artistic Director: Rui Q / Qu Rui
Art assistant / Art assistant: Ni Ni Xin / 、 Jinjin / Huang Jinjin
Props / Props: Eternal props
Stylist / Styling: Chu Xuan / Chu Xuan
Styling Assistant / Styling Assistant: Yao, Pearl
HAIRDRESSER AND MAKEUP / Makeup: yan qi / Yan Qi, Zhou nan / Zhou Nan
Post production
retoucher / retoucher: Qing Sen / Aomori
Offline Editing / Editor: Raki / Yellow Orange
Color classification / classification: Millshanghai_Jiang Agua
Color assistant: Millshanghai_Christine Wang
Color manufacturer: Millshanghai_Iris Zhang
Sound Design / Sound Effects: Cashmere Studios
