Mugler, the Parisian Maison under the L’Oréal umbrella, recently opened a one-year pop-up store in China.
The store opened on the first floor of Réel, a luxury shopping mall in the heart of downtown Shanghai, next door to Dries Van Noten and Thom Browne.
The store interior was designed by British architect Sophie Hicks and Casey Cadwallader, Mugler’s creative director. Reflecting the brand’s unique aesthetic, the store is united in Mugler’s iconic blue color, with a black carpet on the floor like a runway. Add a sharply angled interior and brushed aluminum fins and louvers, and the mood is sophisticated.
“We wanted to encapsulate forward-looking architecture that still resonates in a chic and timeless way. It can be a little bit unexpected and interesting sculpturally,” Cadwallader explained.
The store mainly carries two collections, Mugler’s prêt-à-porter and fragrance collections. Upon entering the store, the Spring/Summer 2024 ready-to-wear collection is on display, with signature items such as suits and sculptural dresses. The store also offers a wide selection of knitwear, denim everyday essentials, and leather accessories such as handbags and shoes.
The fragrance section displays the recently launched perfume “alien hypersense.” Other selections include “Les Exceptions,” a collection of six fragrances developed by Jean-Christophe Hérault, and Mugler’s best-selling perfumes “Angel” and “Alien.”
Mugler celebrates its 50th anniversary this year since the brand’s founding. Thus, the brand seems to be entering a new phase of its history by entering the rapidly growing Asian market at this time.