With « Through the Keyhole », Schiaparelli conquers Asia

Schiaparelli, famous for its boldness and surrealist style, lands in Shanghai with an unprecedented pop-up that challenges traditional retail norms. With Through the Keyhole, the Maison de couture goes beyond a simple sales space, immersing visitors in its dreamlike and extravagant universe. Located in the heart of Plaza 66 until November 8, this first physical address in Asia combines artistic immersion with a shopping experience, offering visitors an intimate glimpse into the Schiaparelli DNA. The Maison doesn't just sell—it tells a story of timeless creativity expressed through iconic symbols like the golden lock, a constant reminder of its love for mystery and the unexpected.

In this sculptural space, each detail seems to reference the Parisian salons at 21 Place Vendôme, Schiaparelli’s historic home. The scenography transports visitors into an atmosphere that is both intimate and theatrical, with dark carpeting and cream moldings evoking the retro elegance of the 1930s. In collaboration with designer Daniel Roseberry, recently awarded at the CFDA Awards, Schiaparelli showcases unique haute couture pieces here, displayed in showcases like works of art. Videos and passionate guides enrich this experience, immersing visitors in the brand’s world, blending the heritage of Elsa Schiaparelli with Roseberry's contemporary innovation. This hybrid expo-retail concept celebrates the Maison visually, merging admiration with acquisition.

For Schiaparelli, this venture into Asia doesn’t seem aimed at massive expansion but rather a strategic choice focused on rarity and prestige. Delphine Bellini, CEO, states that the intention isn’t to flood the market, but to select key locations where each store becomes an exclusive setting. Besides this unique pop-up in China, the Maison has only a few permanent addresses, notably at Harrods in London or Bergdorf Goodman in New York. This exclusive approach, designed to attract clients seeking rare pieces, reinforces Schiaparelli’s established brand image. Is Schiaparelli laying the foundation for a new luxury model in Asia, anticipating the desires of a Chinese clientele known for its thirst for rarity and unique experiences?