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CHARLES & KEITH launches new concept store for a new generation

The initiative won the Store Design of the Year (Small) - Hong Kong trophy at the Retail Asia Awards 2022 

Brick-and-mortar stores were forced to close with the onset of the pandemic, incurring losses for many companies who had yet to adapt to the new needs presented by a new norm from the crisis. Despite this, CHARLES & KEITH unveiled their newest store concept at Hong Kong’s largest shopping mall, Cityplaza, and in doing so was awarded the Store Design of the Year (Small) - Hong Kong Award at the Retail Asia Awards 2022. 

The awards programme recognises major breakthroughs, innovations, and key players in the retail industry of Asia, and CHARLES & KEITH’s 6th generation store concept that kept true to the brand’s minimalist aesthetic, gradual curves and fluid lines paired with a clean colour scheme that exudes a pared-down, modern feel helped distinguished them from their competition. 

The new store concept – which will be reflected in all forthcoming openings was launched as the brand celebrated its silver jubilee – and stays true to brand codes, whilst injecting the personality of each individual city it calls home with one-of-a-kind features. According to their Chief Operating Officer (COO) Keith Wong, the concept is a physical manifestation of the CHARLES & KEITH brand today where elevated materials meld harmoniously with trendsetting style. 

Boasting an area of 197 square meters, feature walls are furbished with glazed ceramic tiles that sport a handmade finish that aims to exude an aesthetic reminiscent of traditional high-rise apartments and their facades in Hong Kong. The store concept serves as an ode to the city, which has long been considered one of the most fashion-forward cities in the world. 

From the textures within the interior to the presentation of merchandise, Wong states that CHARLES & KEITH intended to create a space that allows for raw beauty to shine, envisioning a shopping experience within their stores as an unhurried and personal experience where customers can come, slow down, and focus on experimenting with their own individual style. 

Notes of green, byway of fresh palms and lush velvet couches inject a touch of life into the cocoon-like space, carving out a way to provide a respite from the noise of the outside world for their customers, aided by porcelain stoneware that creates a striking contrast against the rest of the interior with a cementitious finish applied to fixtures that emulate warm limestone and reflects a contemporary perspective of simplicity and sophistication. 

A virtual store experience has also been developed to immerse guests into the world of CHARLES & KEITH, allowing customers to celebrate the opening of the store without leaving the comforts of their own homes. Features in the virtual store experience include being transported to an exact virtual replica of the new concept stores, and with just a click, roaming around and exploring each nook and cranny, interacting with all the features that were placed and thoughtfully designed for an elevated online shopping experience.

The 17th Retail Asia Awards is presented by Retail Asia. To view the full list of winners, click here. If you want to join the 2023 awards programme and be acclaimed for your company's outstanding retail initiatives, please contact Jane Patiag at [email protected].

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