Inside the new I.T Orange Forest flagship in Hong Kong

I.T’s Orange Forest has opened its doors  at The One shopping mall in Tsim Sha Tsui: Here is what it looks like inside… 

The 18,000sqft concept flagship is divided into different zones, including fashion apparel, dining, casual footwear, fashion accessories and outdoor equipment. 

At the fashion apparel zone, the flagship store features trending activewear, workwear and streetwear in various styles from international brands. The store’s displays feature outdoor elements, replicating a sports ground or stadium, for example. The zones for denim and large accessories add a rustic air to the ‘forest’ thanks to natural lighting and wood elements.

The casual footwear and fashion accessories zones take their cue from a basketball court and are adorned with nets and details drawn from the sport, featuring more than 100 New Era caps, sneakers and backpacks.

Breaking away from its usual ‘girly pink’ design, the new Stylenanda counter embraces the ‘Urban Concrete’ concept of the latest Seoul and Beijing flagships. 

I.T Orange Forest has collaborated with design studio Mighty Jaxx to open its first Hong Kong pop-up store, featuring numerous limited editions of art toys. The facade’s design is inspired by the ‘Wonderland’ circus. To celebrate the grand opening, both brands collaborated on 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 an AR photo booth for customers to take Instagram-worthy selfies.

I.T Orange Forest also presents Deus Ex Machina & Deus Cafe zone which will open tomorrow (December 17). Deus Ex Machina brings together surfing equipment, motorcycle components, motorcycle accessories, cafes, and restaurants to manifest its spirit. Hong Kong’s first Deus cafe at I.T Orange Forest serves Australian light meals and organic coffees.

Another dining experience is Japanese ramen restaurant Afuri, serving Yuzu Shio Ramen and Yuzu Shoyu Ramen in the chicken broth, together with homemade dumplings, tsukemen and Japanese sake.

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.


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