LONDON — Dia Creative Communications, the parent company of Tube, certainly one of Shanghai’s most outstanding fashion showrooms, ventured into experiential retail last week with the opening of Dia Underground on the basement level of Xintiandi Style II, a stylish shopping center in downtown Shanghai.
Taking up the space of a former upscale supermarket, the shop has about 24,750 square feet of retail space featuring greater than 30 designer brands represented by Tube. It would be the first-ever stand-alone retail space for many of those labels.
Notable tenants include Marrknull, certainly one of this 12 months’s LVMH Prize semifinalists; Shie Lyu, who's launching a collaboration with Stella McCartney; Mark Gong; Xu Zhi; Vii Victor X Wang; Jacques Wei; PH5; Office H,...
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