Pass the happiness, pay attention to the texture, praise the truth, pay attention to the inner feelings, break the boundaries of the times! ESPRIT's new concept store opened in Beijing Gathering Center and officially released the #throwback capsule series. As an important step in the ESPRIT brand reshaping strategy, the concept store with the concept of “classic departure, timely style music” is the positive embodiment of the brand based on history and not sticking to the past, insisting on the initial heart and courageously innovating. On the day of the event, Mia Ouakim, Chief Brand and Product Director, Jan Olsen, CEO of ESPRIT Asia Pacific, Danny Barrasso, CEO of Europe and America, Guo Junchen, Brand Ambassador, Estelle, Lin Mo, Wu Jifeng, Liu Mengmeng, and many media and opinions The leaders were all present and witnessed this historic moment.
ESPRIT has always been based on “passing happiness”, combining bold ideas and design aesthetics to create attractive costumes. At the same time, as one of the world's first lifestyle brands, ESPRIT has always adhered to a high-quality shopping experience and delivered a high quality lifestyle through apparel. The opening of the new concept store represents ESPRIT's inheritance of the classics, while presenting to the public a brand image that is more in line with contemporary aesthetic trends and trends. Jan Olsen, CEO of ESPRIT Asia Pacific, said in his opening speech: "This new concept store in Beijing is a new interpretation of the ESPRIT brand image. Whether it is surprising and ingenious design details, it is bright and full. The social shopping space fully reflects the brand spirit of ESPRIT. The new ESPRIT brand will be based on high-quality products and consumer needs, and hope to provide new experiences for young people and inspire young consumers to love life. explore.
With the opening of the new concept store, ESPRIT strongly declared a bold return: The giant brand LOGO spread out on the glass exterior, proud and confident. The new concept store combines modern narrative style with impressive classic design elements and writes a new Nordic minimalist style.
The bright interior design is more spatial, giving customers the freedom and comfort of mind and body. The overall space in the store is divided into different functional areas, providing customers with a diverse and inspiring shopping experience. The spacious marble checkout counter becomes the social center of the store, allowing customers to stop and interact. The classic elements of the new concept store and the expressive Morandi color reflect the brand new spirit: positive, customer-friendly, quality first!
ESPRIT has built a brand history wall in the mall atrium, locking in the classic moments, allowing customers to relive ESPRIT's classics and understand the brand's important events. On the background boards on both sides of the historical wall, the brand new #throwback capsule series and the new brand image of “THIS IS ESPRIT” released after the brand upgrade are recorded, which indicates that a new chapter will be opened at the same time as the classic heritage.
Guo Junchen, the brand ambassador wearing the new ESPRIT product line, debuted at the concept store and took the lead in experiencing the ESPRIT exclusive music tour – from a classic historical wall to a futuristic new concept store. He said: "The design of this concept store is very good. I personally like it. The minimalist Nordic style of the store design makes me shine and has a sense of space." At the scene, Guo Junchen personally made a personalized T-shirt and expressed himself boldly. Real attitude, and hope to continue this happiness to more people. Guo Junchen also shared his own concept of music: "I am honored to be able to participate in this special moment. I have always recognized and loved ESPRIT's philosophy, passed on happiness and gave back to the society, and actively assumed social responsibility. This is what I have been insisting on. Things to do."
On the opening day, ESPRIT launched the new #throwback series, inspired by the poetry of the 1980s and the spirit of the Z century era, breaking the traditional conventional restraint and personalizing the "nostalgic feelings of the new era." The #throwback series is full of true feelings, remembering the past and looking forward to the future; polarization and mutual integration - this is the epitome of the young people of Z.
The opening of the ESPRIT brand concept store ushered in a new brand image, and then ESPRIT will continue to work hard and keep moving forward. Let us work together with ESPRIT to explore a happy and wonderful high quality shopping experience!