Wolford Store Opening in Shanghai

Visionary design, a warm atmosphere, and exclusive products – Wolford presents a new, pioneering store concept with the opening of its boutique at No. 1268 West Nanjing Road in Shanghai on September 16, 2016

Bregenz, September  2016 – A premiere in Shanghai: Wolford, the specialist in legwear, introduces its new store concept with the opening of the Shanghai boutique on West Nanjing Road. Guests can be inspired by the unique redevelopment from September 16, 2016 onwards.

img_3831Innovation, quality, and comfort – Wolford demonstrates its pioneering role in design with its new store concept. Legwear, the signature of the Bregenz-based fashion brand, takes center stage in the 55 square meter location. A unique legwear gallery invites guests to take their time to browse, surrounded by lingerie, the ready-to-wear range and knitwear. The famous Parisian architecture firm, Rena Dumas Architecture Intérieure (RDAI), is responsible for the new design, which has transformed Wolford’s brand philosophy into an exceptional interior world.

img_3835The design of the store is dominated by light oak, whilst brass elements add a stylish touch to the setting. The result is a warm, natural and intimate atmosphere with furniture which is shaped to reflect Wolford’s “Second Skin” theme. The construction of the ceiling is therefore a distinctive feature. Replicating the smoothness of tights, the ceiling extends across the room and creates an endless sense of well-being.

The new Wolford boutique is indeed more than a store, it is an open space in which the customer can embark on a journey of discovery. The furniture system on the walls has been designed flexibly so that different items can be exchanged effortlessly and put on display, making every visit a new experience.

img_3834The centerpiece of the new boutique is the opaque/transparent legwear gallery, which presents tights with a new, distinctive flair. Display cases allow customers to feel and try out samples of tights. This shopping experience is further enhanced by a technological highlight, the magic mirror: A mirror with an integrated screen which serves as an interactive communication tool. Here behind the scenes videos, new products and highlights are shown. If the customer wishes to look in the mirror, the screen will be minimized, giving an unobstructed view.

The Shanghai store it is not just about creating a new look, but also about encouraging new ideas. For this reason, Grit Seymour, Creative Director has designed an exclusive pair of Shangahi-Opening-Tights. These limited edition tights will be available in Shanghai as of September 16.



© Pictures: Wolford Aktiengesellschaft



About Wolford Aktiengesellschaft

Wolford AG headquartered in Bregenz on Lake Constance (Austria) operates 16 subsidiaries and markets its products in 60 countries via around 270 monobrand stores (own and partner-operated), approximately 3,000 trading partners and online. The Austrian company, which has been publicly listed on the Vienna Stock Exchange since 1995, generated sales of EUR 157.4 million in the 2014/15 financial year (Thursday, May 01, 2014–April 30, 2015), and has about 1,570 employees. Since the company was founded in 1950, Wolford has gone on to become a leading global fashion label for luxurious hosiery, exclusive lingerie, and high-quality bodywear.