Hong Kong’s I.T Group will open its new Orange Forest concept in Tsim Sha Tsui on Friday, December 13.
Located at The One shopping mall, the new store occupies an 18,000sqft area, spanning two floors. I.T’s space is divided into different areas including store-in-store concept, Stylenanda, casual footwear and fashion accessories zone, Afuri ramen restaurant and Deus Ex Machina & Deus cafe.
The I.T Orange Forest flagship features store-in-store of brands such as Baby Milo store, Beams Boy, Burton, Deus Ex Machina and The North Face. The store’s displays are enriched with outdoor elements resembling sports ground or stadium. Pastel tones contrast with bold hues intended to “accentuate an exuberant and youthful vibe”.
Different from its usual pinky design, the new Stylenanda at I.T Orange Forest embraces the ‘Urban Concrete’ concept of the latest Seoul and Beijing flagships inspired by minimalism.
Adorned with nets, casual footwear and fashion accessories zone features more than 100 New Era caps, sneakers and backpacks.
I.T Orange Forest also presents Japanses ramen restaurant Afuri which will offer the famous Yuzu Shio Ramen and Yuzu Shoyu Ramen in the chicken broth infused with the yuzu together with homemade dumplings, tsukemen and Japanese sakes.
Another eatery is Deus cafe, which will serve Australian light meals and hand-brewed organic coffees.
I.T Orange Forest has partnered with design studio Mighty Jaxx to open its first pop-up store in Hong Kong. To celebrate the grand opening, both brands collaborate with Sesame Street x Jason Freeny to launch a ready-to-wear collection for an immersive return to childhood memories. There are also 1:1 sculptures of Bert and Ernie from Sesame Street, coupled with AR photo booth for customers to take Instagram-worthy selfies this Christmas.
The new Kowloon outlet is the 11th I.T (spelt with a lower case as i.t) store in Hong Kong, like the others specialising in Japanese brands. The company has another nine I.T stores (spelt in upper case) which sells mainly European brands.