Premium Italian brand Paul & Shark recently launched its Nick Wooster X Spring/Summer 2019 collection in Asia with a pop-up store at the downtown, top-tiered luxury shopping mall Shin Kong Place, in Beijing, China.
The appearance at Shin Kong Place is part of Paul & Shark’s strategy of increasing awareness of the brand to the fast-growing Chinese travelling population, with positive knock-on effects for its presence in travel retail.
The impressive 180,000 sq m Shin Kong Place is located in Beijing CBD Huamao Business Circle. And it is home to products from more than 900 brands.
Chinese consumers got their first sight of the collection in this new activation. It features fluorescent installations combined with glass and metal elements. These create a cage effect that plays with geometric reflexes.
The materials used for the installation merge technicality and preciousness, to reflect the spirit of the collaboration.
The famous Chinese actor, Qu Chu Xiao, took part in the inauguration event. Also, he wore the capsule collection, perfectly reflecting its eclectic soul.
Next up, the Nick Wooster X Paul & Shark collection will be presented with installations and pop-up stores in further key locations in Europe and Asia.
Paul & Shark Global Travel Retail Director Catherine Bonelli said: “This pop-up shop at Shin Kong Place is part of our strategy to target Chinese consumers, and grow awareness of our brand in the travel retail channel.
“This great collection from Nick Wooster has been well appreciation. And we expect its appearance will help boost sales of our products in duty free stores.”
Targeting fashion-conscious consumers, Nick Wooster reimagined Paul & Shark’s trademark products and branded them with an X.
Colour, prints, patchwork and an unconventional use of materials are key elements of the collection.
The collaboration is launching at Antonia Milano in Milan earlier this year.