Shanghai Flagship Store
United Nude Shanghai Flagship StoreJune 2010
United Nude, a brand founded by architect Rem D Koolhaas and seventh generation shoemaker Galahad Clark open a flagship store at 817 Huaihai Road in Shanghai. Located in the French Concession across from the Alfred Dunhill Gallery and prestige brands Rolex and Piaget, Huaihai Road has become ‘THE’ place for international brand establishment in Shanghai.
The Store Concept
From injection molded shoes to high-end carbon fiber heels, United Nude is a brand founded on conceptual design, elegance and innovation. The characteristics of the brand’s products and DNA are evident in the design of the Shanghai flagship store designed by Creative Director and architect Rem D Koolhaas. The store is a “dark-shop” concept which means that the store is completely dark in all areas other than those where the products are showcased and literally highlighted.
The in-store concept features The Wall of Light™ - a computer controlled LED wall displaying United Nude products as works of art encapsulated in geometric frames. Another important design feature is a small goods elevator that leads to a stock room above the main floor. The combination of these features creates for the customer a theatrical and entertaining shopping experience.
At the store opening Rem D said: “In Amsterdam we introduced the flagship concept of the Wall of Light, in New York we featured a Lo Res Lamborghini Countach and here in Shanghai we created a shop as a robot, where shoes move around mechanically. Each shop space simply asks for, or perhaps even dictates its own customized solution.”
Up next for United Nude is a photography exhibit in Shanghai this summer in tandem with the World Expo. In 2011 the brand is looking into opening flagship stores in London, Tokyo and Moscow.