OTB Group bets on China with four new flagships

(Source: Amiri)

Italian-headquartered fashion group OTB has launched its biggest retail project yet in China, opening four large-scale stores for Maison Margiela, Marni, Amiri and Jil Sander on the bustling corner of West Nanjing Road, Shanghai. 

Maison Margiela’s store font

The four stores take up 25,833sqm of space at JC Plaza shopping mall, which was previously the home of the JC Mandarin Hotel, featuring exhibitions and interactive surfaces to “give a fully immersive experience and express the different spirit, philosophy and values” of each brand. 

The opening of Jil Sander’s first flagship store in China came after OTB Group acquired the minimalist luxury brand last year as part of its plan to further increase its influence in one of the world’s biggest luxury markets.

Spanning 580sqm across two levels, the Amiri JC Plaza flagship marks the brand’s first international standalone store, kickstarting its global retail roll-out. The store facade features a minimalist limestone framework matching the existing geometric glass structure of the building. The store was designed by CEO and creative director Mike Amiri in collaboration with Parisian design studio NOCOD. 

JC Plaza is also home to the world’s largest Maison Margiela store with a VIP salon, an immersive installation dubbed ‘Glam Slam’ and a cafe. Meanwhile, Marni China’s first flagship store is highlighted by artworks by artists such as Nathan Zhou and The Wilson Brothers and Brinkworth. 

Maison Margiela cafe

OTB Group currently has 80 stores in 16 Chinese cities. The group said it aims to double the number of stores in the country in the next three years. OTB Group’s portfolio of brands includes Diesel, Viktor&Rolf, Marni, Amiri and Brave Kid.

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