SCHIAPARELLI X PLAZA 66

Through the Keyhole, Schiaparelli’s first-ever retail exhibition in Asia, has opened its doors in Shanghai’s emblematic mall, Plaza 66.

Under the creative direction of Daniel Roseberry, Schiaparelli lands with a unique pop-up and retail exhibition blending heritage, architecture, design, and interactive experiences to take local customers through Schiaparelli’s unique history and collections.

“It’s a great step in the renaissance of our Maison, and a moment of immense joy to be able to transport the hushed, artistic universe of our Place Vendôme salons to China through an original concept in the heart of Shanghai’s most prestigious mall” says Delphine Bellini, CEO of the Maison. “This first opus in China is part of our global strategy to extend our international presence, with the same determination to protect the uniqueness and exclusivity of our brand. Few points of sale, but in key destinations and locations. To offer our customers an experience like no other, with partners such as Plaza 66 who share our passion for excellence in customer care is a wonderful opportunity.”

On the outside, a magnificent showcase in the Schiaparelli colors, featuring the Maison’s three emblematic codes: the Keyhole, the Anatomy, and the Measuring Tape. On the space’s irregular walls, which evoke the hammered golden brass used in all the Maison’s creations, nestle small alcoves housing accessories, jewelry, or pieces from recent Haute Couture collections imagined by Daniel Roseberry, Creative Director of the Maison, offering a first glimpse of the Schiaparelli universe.

At the center of the mall’s ground floor stands a vast gilded case in the shape of the Maison’s iconic Keyhole, whose walls are adorned with trompe l’oeil molded Mouths, Torsos or Ears, and Keyhole-shaped openings, inviting customers to step inside and unravel the mystery surrounding the Schiaparelli name.

Inside, the customer will be transported through the emblematic Place Vendôme salons and Schiaparelli’s collections. Everything from the white wrapped molding on the walls to the plaster sconces and the elegant furniture, transport the customers into Schiaparelli’s emblematic Parisian salons designed by architect Jean-Michel Frank upon Elsa Schiaparelli’s request, which still house the brand’s workshops, offices and showroom today.

The setting at Plaza 66 offers various displays around a Keyhole-shaped journey to discover in turn Schiaparelli’s selection of unique shoes, leather goods, and jewelry, desirable pieces adorning the Maison’s anatomical and emblematic codes. Some of the Iconic pieces of the ready-to-wear will be showcased on racks across the space: tailoring and denim pieces, coats, trompe l’oeil dresses, and knit, all of them featuring the signature black and white monochrome of the Maison.

In addition to this unique immersive spot, some extra iconic pieces of the Spring-Summer 2024 and Fall-Winter 2024 ready-to-wear collections will be displayed in the private suite lounge of Plaza 66 where customers will have a unique opportunity to try on Daniel Roseberry’s creations.

AN IMMERSIVE AND EDUCATIONAL JOURNEY THROUGH SCHIAPARELLI’S HISTORY

As part of this exhibition, which is designed to be both immersive and educational, tour guides will be on hand to introduce local customers to the history of the Maison, while videos by Daniel Roseberry explaining the collections will be shown on the wall at the far end of the Keyhole space.

Through the Keyhole, a unique retail exhibition about Schiaparelli is to be discovered at Plaza 66, from October 18th to November 6th, 2024.