Danish fashion brand Rains has opened its first Asian flagship store in Shanghai, marking a major step in the company’s global expansion, Fashion Network reports.
The 250-square-metre store is located in HKRI Taikoo Hui. It was designed together with Swedish studio Stamuli to create an immersive retail experience inspired by Danish city life and modern Chinese urban culture.
At the heart of the store is a fog-filled glass room, creating a “room within a room.” Grey tiles cover floors and walls, while subtle yellow details add contrast.
“We want people to stay, explore, and connect with the brand,” said co-founder and CEO Daniel Brix Hesselager.
The store carries the full Rains collection, including outerwear, clothing, bags, travel items and homeware.
Rains was founded in 2012 in Aarhus. The Shanghai opening adds to its growing list of flagship stores in cities like New York and Amsterdam.
