OTB, the international fashion and luxury group that controls the Diesel, Jil Sander, Maison Margiela, Marni and Viktor&Rolf brands, the Staff International and Brave Kid companies, and holds a stake in the Amiri brand, has chosen China for opening its largest retail development project. 





Within the inauguration of the new JC Plaza luxury mall in Shanghai, the OTB Group has opened Amiri, Jil Sander, Maison Margiela and Marni stores in a single building simultaneously occupying a total surface area of more than 2,400 sq. meters.

Maison Margiela Boutique at JC Plaza, Shanghai
Photo: OTB Group
Maison Margiela Boutique at JC Plaza, Shanghai
Located in Nanjing Road, the city’s iconic shopping street with the world's top luxury brands, the stores have been designed to offer visitors a unique immersive experience and is part of the OTB Group’s development plan in China, which is considered the world's leading fashion and luxury goods market, with young consumers interested in cutting-edge brands. For these reasons, OTB is planning to devote one third of its global investments to China over the next three years and expand its network of brick-and-mortar stores in the country, where it intends to double the number of points of sale by the end of 2024.
Renzo Rosso, founder and president, OTB
Photo: Diesel
Renzo Rosso, founder and president, OTB
Renzo Rosso, Chairman of the OTB Group, said: “The JC Plaza project is a tangible demonstration of our growth and development plans in China, a country that will soon account for 50% of global fashion and luxury consumer spending. I am very proud to have opened our largest-ever retail project here in Shanghai, certainly the city with the world's most interesting artistic and cultural life.”





Along with the luxury holding’s expansion programs, the new Shanghai shopping destination is disclosing the debut of some new retail projects.

Jil Sander boutique at JC Plaza Shanghai
Photo: OTB Foundation Foundation Group
Jil Sander boutique at JC Plaza Shanghai
In the Shanghai mall, Jil Sander previews its new Flora concept. The new boutique is the result of the continuing collaboration between the brand's creative directors, Lucie and Luke Meier, and British designer Sir John Pawson, which began with the stores in Tokyo and Paris. Inside the 600 sq. meters two-floor boutique, visitors will discover the new “Jil Sander Flora” project disclosing original plant and flower installations that will change every month, complementing a section dedicated to floral arrangements and handmade pottery and glass vases. 





With this opening, Amiri inaugurates its first store in China. The 580-sq.meter store décor features expressive compositions by artist Li Zhongshi, echoing the label’s multidimensional artisanal style. To engage an ever broader customer base, Amiri is also present on the local online channels Weibo and WeChat, while an exclusive capsule collection developed specifically for Shanghai can be found on Tmall.





Occupying over 500 sq. meters, Maison Margiela has opened its largest-ever flagship store. Inspired by the décortiqué technique, the façade is made up of illuminated panels of travertine stone. In a 65 m² space on the upper floor, the store also houses the Maison Margiela Café, an intimate spot where up to twenty guests have the opportunity to enjoy a unique shopping experience.

Marni boutique at JC Plaza, Shanghai
Photo: OTB Group
Marni boutique at JC Plaza, Shanghai
In the new Marni store, covering an area of 340 sq. meters, colour is a tangible visual presence in line with the brand DNA. Dominated by an emblematic shade of red on a neutral palette of greys, the store is a cultural space blending fashion, interior design and creativity. On a double-height mezzanine floor, the “vessel for creativity” designed by The Wilson Brothers and Brinkworth will provide a showcase for the works and imagination of different artists.





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