SELETTI's New Flagship Store in Shanghai: A Unique Design Experience

Design with a Touch of Luxury

The store, designed by Brigolin Baschera Studio, combines luxurious gold finishes and elegant marble floors, creating a refined and inviting atmosphere. The design balances delicate tones with vibrant brand graphics, reflecting both the Shanghai Lady Fashion Department Store’s history and SELETTI’s playful aesthetic.

A standout feature is the café corner, offering drinks and pastries, and a lounge area inspired by TOILETPAPER, providing a perfect spot to relax and immerse in the brand’s colorful world.

A Deep Connection with China

This flagship store reinforces SELETTI’s deep-rooted connection to China, with the brand’s journey dating back to the 1970s. Stefano Seletti, the brand’s Art Director, commented, “We feel at home here. Chinese customers have embraced our experimental design approach, and we've evolved alongside the country’s tastes.”

Project Management at its Core

As Project Manager, I coordinated every aspect of the store's launch, from planning to execution. Working closely with the design team, local vendors, and agencies, I ensured the store embodied SELETTI’s creative vision and offered a unique, immersive brand experience. In addition to overseeing the physical launch, I also managed the social media and influencer marketing strategies, collaborating with key influencers and leveraging social platforms to generate excitement and drive foot traffic. The successful opening was met with significant media coverage and positive feedback from visitors, solidifying SELETTI’s presence in Shanghai.