Located in a stylish urban concept store that blends trend fashion, cutting-edge art, and unique design, Alter is inspired by the iconic Colette in Paris. China, too, needs such a bold retail concept. The store features 27 designer brands offering a range of products from clothing and accessories to swimwear and home goods. Notably, designer swimwear is still quite rare in China, making Alter a standout in the market.
Sonja, the founder and CEO, mentioned that while Alter has partnered with Beijing’s Lane Crawford, the Shanghai Xintiandi location marks their first true concept store in China. Approximately 80% of the products are exclusive to Alter, with the remaining 20% available only at Lane Crawford, ensuring a unique shopping experience.
The “Xintiandi Fashion†at 245 Madang Road is always pushing boundaries. Previous collaborations brought new brands to the Chinese mainland, and Alter is no different—it introduces several firsts to Shanghai. From the moment you step inside, the store captivates with its vintage-inspired window display and unexpected, thoughtfully designed interior.
Designed by Italian interior architect Francesco Gatti, the space draws inspiration from the intricate staircases of Dutch illusion masters. A third of the store is dedicated to stairs, with clothing displayed on either side. This unconventional layout might seem unusual for a retail space, but Sonja explains it's about creating more room for customer interaction and creative expression. Everything in the store is movable, allowing for dynamic displays—think leather-covered boxes on the steps or a high-tech DJ station.
Even the spatial design plays tricks on the eye, with upside-down models and walls angled at 90 degrees, creating a sense of disorientation. On the walls, small gongs showcase works from artists and designers, blending fashion with art in a seamless way.
The fitting rooms are another highlight—spacious, bright, and designed with an abstract, geometric aesthetic that adds to the overall appeal. Alter isn’t just a clothing store; it's an immersive experience that redefines what a retail space can be. With its innovative design and carefully curated selection, Alter offers something truly special for fashion lovers in Shanghai.
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