Shiatzy Chen brings new flagship store to Avenue Montaigne, Paris

THE Taiwanese fashion house, founded in 1978 by Wang Chen Tsai Hsia, is poised to start a new chapter in its history with a new flagship store on the French capital's prestigious Avenue Montaigne. Channeling the artful fusion between East and West – one of the brand's key concepts – the store has been designed by architect Johannes Hartfuss from Australian agency Layan Design.

Opening on one of the world's most prestigious avenues is ultimately a matter of continuity, rather than a quantum leap, for Shiatzy Chen, which started out in Taiwan before progressively carving out its place on the international luxury scene thanks to collections combining traditional expertise with contemporary cuts. This opening could, in fact, be the first in a long line taking in fashion's major European capitals.

Between tradition and modernity

Like Shiatzy Chen collections, this new flagship store is billed as a fine fusion between East and West, promising a fresh, light-filled space finished with refined and modern details – the perfect showcase for the brand's collections, all underscored by Chinese craftsmanship.

The floor and walls are finished in light colors and high-end materials such as marble, mother of pearl and silk panels. These contrast with the black metal ceiling above, creating an intimate and luxurious atmosphere. A standout feature is an impressive 3D triangular marble stone wall in the staircase leading from the ground floor to the upper level, reflecting the space's refined and modern feel.

The ground floor will be home to the fashion house's accessories – including bags, jewelry, footwear and scarves – while the first floor will focus on Shiatzy Chen men's and women's collections. A VIP room will also be available to certain clients, with two spacious booths and a private area.

Celebrating a milestone

This new store, located at 8 Avenue Montaigne, comes almost 16 years after the Taiwanese fashion house's first European outpost opened, also in Paris, on Rue Saint-Honoré.

The new flagship is set to open Oct 2, a few hours before the luxury label's spring/summer 2018 fashion show. The new store also comes as the fashion house prepares to celebrate its 40th anniversary in 2018. A coffee table book called "Shiatzy Chen", recently published by Assouline, looks back at the history and essence of the fashion house with texts, photos and quotes charting the label's avant-garde style. — AFP Relaxnews