IFFG, an Asian multinational corporation, serves as a gateway for exclusive European fashion brands entering the Chinese market. Located in Shanghai, the two-storey flagship store is a masterful blend of diverse brand identities. Each space within the store is tailored to reflect the unique style and branding of the individual clothing labels, creating a spatial and architectural representation of each brand’s essence.

The design concept allows over 50 brands to maintain their distinct character while coexisting within a cohesive, limited space, delivering a curated and exhibition-like shopping experience. The second floor is dedicated to monobrand concept stores, giving each brand an exclusive platform, while the third floor features a multi-brand unit, offering shoppers an eclectic mix of styles in a single space. This unique setup provides a fresh and immersive experience for consumers, blending retail with the excitement of a fashion showcase.