Phoebe Philo, Alaïa and Dries Van Noten has found new homes at Chinese multibrand retailer Dongliang’s latest retail expansion project, a renovated British mansion located within a lush mixed-use urban development called Wuyi Shanghai.
The 7,530-square-foot space, dubbed Dongliang Maison, is connected to the multibrand retailer’s first Shanghai destination shop — also a charming historical British villa — which was launched a year ago.
The charming British villa that has become a part of Dongliang Maison.
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Dongliang, one of China‘s first multibrand retailers that opened in 2009, is currently owned by Charles Wang, who has steadily grown its retail network to include stores in Shenzhen, Guangzhou, and Aranya.
Designed by Wang and his partner Daniel Du, the three-story villa melds together Art Nouveau influences with East Asian minimalism, featuring exposed beams, wood finishes, and a series of contemporary artworks collected by Wang to add a personal touch.
Art Nouveau influences within the Dongliang store.
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“I hope this entire space can offer visitors an experience that transcends regions and cultures,” said Wang.
To better incorporate Eastern influences, Wang included a tea room and flower shop on the ground floor of the store. Dubbed “Qishan,” the tea room serves ceremonious Chinese Kungfu tea, coffee, and Chinese single malt whisky.
Inside the Qishan tea room.
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With the first floor filled with lifestyle offerings, including seven artisanal brands that Wang sourced from Jingdezhen, China’s ceramics capital, the second floor is reserved for serious fashion shoppers — with a homey ambiance, it consists of individual rooms devoted to brand corners for Phoebe Philo, Alaïa, Dries Van Noten and The Row.
Following strict guidelines from its London studio, the physical presence of Phoebe Philo is a sleekly minimal space featuring glass display cases and bespoke furniture such as wooden display shelves and perforated steel chairs reminiscent of Space Age design.
Inside Phoebe Philo’s brand corner at Dongliang.
The third attic floor is now a “club room” and another tearoom — niche favorites such as Julie Kegels and Gabriela Coll Garments have already reserved the space for clienteling events.
Inside the club room.
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“Younger brands like these see us as good entry points to the Chinese market, where they can communicate directly with discerning customers,” said Wang.
The Row, one of the shop’s most popular brands, will have more retail space to work with in the original building. “We definitely want to buy more from The Row — they are very particular about giving the clothes enough breathing room,” said Wang.
The Dongliang Maison project, which has become a major draw for Wuyi Shanghai, has helped Wang attract interest from similar developments across the country.
“Commercial projects that incorporate cultural tourism, in places like Suzhou, Wuxi, Hangzhou, as well as Fuzhou and Chengdu, have been reaching out to us,” explained Wang. “Many of them are urban revitalization projects, so yes, they’ve approached us for help in converting old buildings into retail spaces.”