Hong Kong’s ‘fashion nomad’

Having left its historic Central flagship, fashion brand Shanghai Tang is opening two popups in its temporary guise as Nomad of Central.

Several temporary moves will lead up to the fashion house taking over its new larger flagship premises in Central next year.

Shanghai Tang vacated its stunning store on the ground floor of the Pedder Building late last month to make way for US fashion house Abercrombie & Fitch, which outbid the local brand during the lease renewal negotiations.

Shanghai Tang Loft opened the same day on the Pedder Building’s sixth floor, a convenient temporary alternative boutique which will trade until February 20.

In the last few days, the retailer opened what it describes as “a truly unique festive shopping experience” – The Shanghai Tang Mongolian Village, a popup store housed in Mongolian Ger tents on the rooftop of Central Pier 4 at the harbourfront with sweeping views over the Hong Kong skyline.

Described as “a winter wonderland that evokes Mongolia’s spectacular landscape and traditional nomadic lifestyle” the popup links into the brand’s Christmas season theme.

The Mongolian Gers will house the new, limited edition Mongolian Collection festive gift range, together with other signature Shanghai Tang products, ranging from ready-to-wear for women, men and children, to accessories, fragrances, and homewares.

The Shanghai Tang Imperial Tailoring Ger tent will present the latest exquisite Chinese haute couture collection and continue to offer bespoke tailoring services to welcome the Chinese New Year of the Dragon in style.

The company’s brand new flagship store, to be named Shanghai Tang Mansion, will open in the heart of Central in Spring 2012. Few details have been released to date, but it will be a multi-storey store showcasing the complete range of fashion, accessories and homewares.

Said the company in a statement: “These thrilling new steps in the evolution of the brand exemplify Shanghai Tang’s mission to deliver more creative contemporary Chinese chic shopping experiences around the world through its expanding global network of over 42 boutiques, including seven existing retail locations in Hong Kong, as well as the online store at www.shanghaitang.com.”

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