JOYCE celebrates the opening of DSQUARED² flagship store with designers, Dean & Dan Caten in an unforgettable evening surrounded by fashion lovers. This occasion marks the very first trip to China for the dynamic twin designers of the global luxury lifestyle brand. The opening event took place in the exciting new retail attraction, Sanlitun Village, where the two storied, 400 square meter shop is located. The evening ceremony brought together fans from all over town, including local Chinese celebrities, Fan Bing Bing, Ai Dai (Della), Shao Bing; top models, Han Xu, Liu Chang, Xu Bo Lang; Hong Kong celebrity, William So Wing Hon; style blogger Han Huo Huo; and various media friends and fashion insiders.
The décor of the new flagship store is consistent and in-line with the design of all DSQUARED² retail locations worldwide. Chandeliers made of antler, walls decorated with trunks of Birch and carpets in tones of marmot characterize the interior personality of the space, evoking the pristine forests of Canada, homeland to Dean and Dan. The Beijing shop is the second and largest DSQUARED² shop to open in China, following the Shanghai shop which opened in December 2010. Both locations will house men’s and women’s apparel, accessories, fragrances and eyewear from the spring summer 2011 season.
To celebrate the new Beijing shop and the commitment to China market, DSQUARED² together with JOYCE, commissioned local Beijing photographer, Song Chao, to develop a collective portrait of China that fuses life and fashion. The photography series captures the emotional and poetic journey within human existence. The series of work is exhibited in-store using a special animation technique to bring out the playfulness nature that is inherent in DSQUARED² brand.
The whole event successfully ended with a fabulous cocktail party, leaving guests with a wonderful piece of memory in fashion history.