tation and adaptation to other projects.  The interaction of metal, glass, and other materials in line with the main body, as well as the installation of circular mirrors, have all been considered to satisfy the needs of visitors in the fitting process, making it a natural experience for them to complete their shopping. Casetify opens first flagship in Japan’s Osaka  Casetify has opened its first flagship store in Japan, in the city of Osaka, as part of its Asian growth.  Casetify Osaka, designed by Hong Kong-based architect André Fu, aims to bring the allure of the Shinsaibashi neighbourhood into the store, with traditional Japanese Shoji lantern craftsmanship serving as a link between the local landscape and the vibrant world of popping colours for which the Casetify brand is known.  The store has cylindrical shoji screens, linked curving walls, and a customer-customizable section. Casetify is known as a brand that provides on-the-spot personalisation at its 28 retail locations throughout the world.   The Casetify Osaka store also has cultural areas where artists may display their collections and connect with the local art community through festivals and other activities. Coach Airways takes flight in Malaysia American luxury fashion brand Coach has launched Coach Airways, a new store with an air travel motif at Freeport A’Famosa Outlet in Malacca, Malaysia.  The store, which is situated within a retired Boeing 747, intends to transport customers back in time to the attraction of 1950s aviation through its design, which features Coach’s vintage iconography, aeroplane seats, and a cockpit.  When customers visit the store, they are handed an entry permit that looks like a plane ticket, recreating the air travel experience straight from the entrance, which is via an air bridge.   In addition to Coach’s shoe, bag, and garment collections, the store has a cafe providing beverages similar to in-flight refreshments.  Maison Margiela unveils fragrance store in Macau  French fashion house Maison Margiela has opened its first fragrance store in Macau at The Venetian Macau.  Maison Margiela Fragrance’s store design, dedicated to the brand’s distinctive ‘Replica’ Collection, was inspired by the brand’s 29-year heritage and features a warm beige colour palette. Customers are greeted by a big counter exhibiting the brand’s hero product range as they enter the store.  “The interior is a testament to Maison Margiela’s innovative spirit, showcasing a delicate cream base palette juxtaposed with artful monochromatic layers in a diverse array of shades and textures, from sandy-hued travertine to sculptural ivory textiles,” the brand described.  To enhance the consumer experience, the store space includes a customisation station with a vintage labelling machine.  Sephora launches ‘store of the future’ in Shanghai  Sephora has launched its ‘Store of the Future’ concept in Shanghai’s East Nanjing Road, the brand’s second global location following Singapore last year.  The store features multiple touchpoints, including care analysis, AI-generated look analysis, lift and learn, mobile POS, and customised gift packing. Sephora will also offer a Beauty Live Studio to bring together Sephora’s beauty community for unique events or workshops.  It offers more than 220 new products from more than 36 international beauty brands, including Tacha, Pat McGrath Labs, Hourglass, Anastasia, and Dr Dennis Gross.  “The Store of the Future in Shanghai showcases our obsession for experiential retail, where consumers get to enjoy a curated and on-trend beauty offer, tailored and personalised services and classes, as well as digital touchpoints used to unlock consumer journeys within the store,” said Alia Gogi, president of Sephora Asia. Tea WG opens in IFC Mall  Singapore-based tea brand TWG has opened a new Tea WG concept store at Hong Kong’s IFC Mall as part of its regional expansion strategy.   Featuring the new Takeaway Tea concept, the IFC store was refurbished with a tea wall lined with yellow Artisanal Tea Tins, displaying a treasure trove of single estate, exceptional harvest, and rare mixes. Each takeaway tea is made fresh using infusion processes and filtered water, according to the brand, and is either hot or poured over full cubes of ice to ensure that each cup of tea is of consistently great quality. To round up the tea-tasting experience, each set costs HK$48 (US$6) and includes a white sugar stick and a glass straw for iced teas. Tea WG also plans to open other Tea WG Boutiques and Takeaway Tea concepts in APM Mall, City Plaza, and a refurbished store in New Town Plaza.  This story first appeared in the September 2023 issue of Inside Retail Asia magazine.