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 and innovative retail concept. Currently, Alter features 27 designer brands across clothing, shoes, glasses, jewelry, swimwear, and home goods. The introduction of high-end designer swimwear in China is still quite rare. Sonja, the founder and CEO, mentioned that while Alter has partnered with Beijing’s Lane Crawford, the Shanghai Xintiandi store marks its first true concept store in the country. A staggering 80% of the products are exclusive to Alter, with the remaining 20% available only at Lane Crawford.
The "Xintiandi Fashion" at 245 Madang Road continues to bring fresh and exciting concepts to the market. Previously, it introduced several firsts for the Chinese mainland, and now Alter's Frontier Fashion Concept Store brings new experiences to Shanghai.
From the moment you step inside, Alter captures your attention. It was the vintage window display that first drew people in, followed by an unexpected and imaginative store design. Created by Italian interior designer Francesco Gatti, the space is inspired by the intricate staircases of Dutch illusion masters, giving the store a truly unique feel.
Staircases make up one-third of the store, with clothing displays arranged on both sides. While this might seem unusual for a clothing store, Sonja explains that the space is designed to encourage customer interaction and creativity. Most items are free to move and rearrange, like the leather-covered box displays on the steps or the DJ station at the top. Some models feature upside-down walls or 90-degree angles, creating a sense of spatial distortion. Along the walls, small gongs showcase works from artists and designers, adding a cultural touch to the experience.
The fitting rooms are spacious, bright, and designed with a sleek, abstract geometric style—another highlight of the store. Overall, Alter is more than just a clothing store; it's an immersive experience that redefines what a retail space can be. With its creative design and curated selection, it's no wonder Alter has become a must-visit destination for fashion lovers in Shanghai.
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