Friday 14th , December Roberto Cavalli brought “New Species” by Paul Surridge to Hong Kong. The Italian luxury fashion, accessories, and lifestyle brand, has unveiled a 360-degree Instagrammable pop-up store at the Harbour City Shopping Mall in Hong Kong.
The new pop-up store by its Creative Director Paul Surridge marks a new start for the brand, going back to its roots with the animalier prints but in a total new look to embrace novelty.
The pop-up store concept “new species” is inspired by Paul Surridge’s latest collection, characterized by Roberto Cavalli’s famous animalier prints reimagined to create new species.
It is a mix-and-match of different animal prints highlighted with vibrant colours.
The pop-up store brings to live the colourful collection by Paul Surridge and materializes it into sculptures welcoming visitors in a canva-like space, in which products stand out as art pieces ready to interact.
The setting was conceived to accommodate a range of activities, bridging the soul of the Italian brand and “create-your-own spirit” designed for Hong Kong customers to meet their demand for unique products.
The key-element of this space is the omnichannel experience given by the creation of digital touchpoints disseminated in the whole space to enhance the interaction between the online and offline experience of the brand. The concept is the result of the collaborative work of the brand with the creative agency Branding Records.
To mark the opening of the pop-up store, Roberto Cavalli has given the privilege to HK customers to touch and feel the V1PER Sneakers; including two limited edition styles available exclusively here in Asia after the global launch with Kim Kardashian: Hollywood app.
The V1PER sneaker combines high-tech and traditional materials, which are mixed with apparel fabrics. The iconic style is defined by a customized chunky rubber sole, which is moulded with an exclusive technology to obtain an intriguing 3D python texture.
During the VIP party, which welcomed hundreds of celebrities, influencers, and guests from the fashion scene had the chance to meet Paul Surridge, Creative Director of the Roberto Cavalli Group.
“Hong Kong is an ever fascinating metropolis that always inspires me. I am especially fascinated by the vibrant energy and passionate liveliness of the city and its openness to the young generation of luxury consumers. Hong Kong is a natural choice for the Asian launch of the V1PER Sneakers as this special style is injected with a dynamic and urban edge, echoing my impression of this spirited town.” said Paul Surridge.
At the party, also the new appointed General Manager, Ivan Perra, who has kick-started its new adventure in the company with an unforgettable night.
Everything, from the music, to the canapes were tailored to match the new, fresh, young mood of Roberto Cavalli. Hong Kong and Asia played a major role in the brand positioning, and in the past years have been the theatre of several activities.
Also, Gian Giacomo Ferraris, Chief Executive Officer of the Roberto Cavalli Group commented: “Hong Kong as a global financial hub with a skyscraper-studded skyline is an important market for Roberto Cavalli. The strategic positioning of Harbour City and the opulent retail environment enable us to reach to a wide spectrum of affluent and sophisticated shoppers. Our new pop-up store reflects a young and fresh concept of luxury shopping today, which I trust will be appreciated by our loyal patrons and new clients both locally and globally. ”
We look forward to the upcoming brand activations that Roberto Cavalli has reserved to Asian customers.
