Published on : Wednesday, January 24, 2018
B&B Italia inaugurates a new monobrand store in Shanghai, in partnership with Area Living. B&B Italia Shanghai is situated in the beating heart of Xintiandi, one of the most exclusive districts of Shanghai, characterised by a blend of history, tradition and luxury shopping streets. Xintiandi features numerous vintage houses rebuilt or renovated in line with the traditional Chinese ‘Shikumen’ architecture.
The new store, designed by Citterio-Viel & Partners Interiors, is the brand’s first Asian store to adopt the materials and look of the new exhibition concept first introduced in the showroom at the B&B Italia headquarters in Novedrate and subsequently used in the flagship stores of New York Madison Avenue, Paris and London. The space, covering a total surface area of approximately 700 square meters, is distributed on two floors connected by a striking circular staircase. Displaying the B&B Italia collection on the lower floor and the Maxalto collections on the top floor, the store offers a selection of solutions for the living and sleeping areas that express the international lifestyle of the company’s products. Both floors may be accessed from the shopping mall that hosts the store.
The stylistic choices, the interior project, the blend of architectural details and materials, and the interplay of light and shadow, give rise to a setting full of personality, with a strong, original and international image rich of ideas, proposals and solutions. Black and white wallpapers, sophisticated dividing elements in metal mesh, reflective false ceilings made with an innovative material, oversized back-lit scenographic backdrops and two large greenhouse like expanses of glass with luxuriant tropical plants contribute to create a unique atmosphere.
The layout presents multiple areas of different styles that range from the minimalist to the decorative, but always with the accent on contemporary living. A sophisticated interplay of architecture and graphic design, monochrome and colour, create the perfect setting for presentations with deep impact and intense atmosphere, initiating a harmonious dialogue with nature. The aim is to create ambiances evoking moods, trends and emotions rather than arranging the spaces as conventional rooms. The setting is spontaneous, intuitive and welcoming at the same time and the resulting mood is surprising, spectacular, and expresses the refinement and elegance that is so typical of B&B Italia.
For this new opening, B&B Italia has signed a new partnership with Area Living, B&B Italia’s distributor in Shanghai. Thanks to the experience of Area Living, the new store aims to be a platform of quality and professionalism, and to represent an important showcase on a market that is increasingly sensitive to design. B&B Italia Shanghai provides not only the top notch B&B Italia’s collections, but also a highly qualified service to the country’s customers, architects and developers, both for residential and contract projects.