OTB Group bets on China with four new flagships


Italian fashion group OTB has launched its biggest retail project to date in China, opening four large-scale stores for Maison Margiela, Marni, Amiri and Jil Sander on Shanghai’s bustling West Nanjing Road corner.

The four stores occupy 25,833 m² of space in the JC Plaza shopping center, which previously housed the JC Mandarin Hotel, with exhibits and interactive surfaces to “provide a fully immersive experience and express the spirit, philosophy and different values” of each brand.

The opening of Jil Sander’s first flagship store in China came after OTB Group acquired the minimalist luxury brand last year as part of its plan to further expand its influence in one of the world’s biggest markets. luxury in the world.

Spanning 580 m² over two levels, the flagship Amiri JC Plaza marks the brand’s first international stand-alone store, kicking off its global rollout. The facade of the store features a minimalist limestone frame that matches the existing geometric glass structure of the building. The store was designed by CEO and Creative Director Mike Amiri in collaboration with Parisian design studio NOCOD.

JC Plaza is also home to the largest Maison Margiela store in the world with a VIP lounge, an immersive installation dubbed “Glam Slam” and a cafe. Meanwhile, Marni China’s first flagship store is highlighted with works by artists such as Nathan Zhou and The Wilson Brothers and Brinkworth.

OTB Group currently has 80 stores in 16 Chinese cities. The group said it aims to double the number of stores in the country over the next three years. OTB Group’s brand portfolio includes Diesel, Viktor&Rolf, Marni, Amiri and Brave Kid.


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