Fashion
Performance apparel brand Arc’teryx has opened its first global flagship store in Shanghai, its largest store to date.
Called the Arc’teryx Alpha Center, the store occupies an 8000sqft area, offering what the brand describes as an “experiential design and apparel from each of the brand’s performance, lifestyle, and Veilance collections”.
“We wanted to create a shopping experience that was unique not only to our brand but also to our customers as well,” said Megan Cheesbrough, VP of Retail, Arc’teryx. “As a brand, we want to encourage everyone to enjoy the outdoors, and with this in mind, we’ve decided to bring the outdoors in by incorporating the concept of hut-to-hut touring into our store design.”
The flagship features four different experiential huts. The Hardshell Hut is located at the store’s front, featuring a triangular kaleidoscope LED screen displaying views of the sweeping Canadian mountain landscape. The Gore-tex Hut features a “rain room,” allowing customers to try on and water-test the technical functions of Gore-tex products.
While the Hardgoods Hut houses a selection of the brand’s hardgoods, the Brand Hut features a virtual reality module that changes seasonally, a community lounge, and an events board.
“We want to create an unparalleled shopping experience at Arc’teryx Alpha Center, and one of the ways we could do this is to offer a selection of different products serving different purposes, all in one space,” said Cheesbrough. “Whether you’re looking for a pair of trail running shoes and a climbing harness, or an insulated hardshell and an urban-style coat, we want Arc’teryx to be available to everyone.”
Arc’teryx operates 30 retail stores across China – 22 branded stores and seven factory outlets.
