Collaboration Between Art+ Shanghai Artist Huang Zhiyang & ETRO in Beijing

ETRO opens largest flagship store in Beijing

November 10, 2011 – Beijing, China

Italian brand ETRO makes a splash with the opening of its flagship store in China World Trade Mall, located in the heart of the Beijing’s business district. The store is operated by JOYCE and is the largest ETRO shop in China to date. Strategically situated next to the JOYCE flagship store, the two story boutique spans over 350 square meters carrying women’s and men’s ready to wear, accessories and leather goods. The interior with its plush orange and fuchsia carpets, dark wood panels, polished brass frames, and lacquered display tables captures the luxurious environment found in ETRO shops worldwide, including key cities such as Milan, Paris, New York, Hong Kong, and Dubai.

In honour of this momentous occasion, ETRO women’s wear designer and ETRO family made a special public appearance for the first time in China at an exclusive in-store cocktail attended by VIP customers, celebrities, artists, fashion insiders, and media. Celebrity guests include Zhang Yuqi, Qin Lan, Chen Ran, Gu You Ming, and host of Etro fans. This was followed by an intimate, private dinner at Capital M, a nostalgic location that boasts exceptional views of the city’s iconic landmarks including the Forbidden City and Tian’anmen Square. Guests attending the dinner will be transported to the colourful world of ETRO, as the venue will be transformed with all things ETRO including home wares, napkins, linens and candles.

ETRO has also unveiled a limited edition scarf, designed in collaboration with Art+ Shanghai Gallery Artist, Huang Zhiyang. The scarf, a signature and best-selling item of the brand, features an original modern print representing the artist’s interpretation of ETRO new tradition. The fluid print combines Italian heritage and modern China, incorporating the colours and spirit of the brand as well as abstract designs typical of Chinese contemporary art. This signature scarf is available in a cashmere blend for men and silk fabric for women and sold exclusively at the Beijing boutique.