SKP-S' Xi'an opening
What: The department store targets younger generations with SKP-S, short for SKP Select, a retail concept that specifically caters to the fast-evolving preferences of these young savvy shoppers.
Why it is important: The influence and buying power of Millennial and Generation Z shoppers in China is quite a phenomenon that has only just started. It's not only shaping the local luxury market, already the biggest in the world, but also retail design. Being digital natives, the two demographics have developed sophisticated sensibilities that aren't easily triggered.
Following the launch of SKP-S in the Chinese capital, the retail concept has recently been introduced in Xi'an on the multi-storey premises of the SKP department store in the historic heart of the city. Occupying the entire fourth floor with a total surface of 20,000 sqm. (215,278 sq.ft.), the interior design of the SKP-S store has been created by Sybarite, a leading design practice based in London. Similar to its sister establishment in Beijing, the design is themed 'humans colonising Mars', while here, it's all about 'the origin of the world and return to Earth', albeit with a Chinese twist, resulting once again in a series of futuristic settings.
The overall design evokes a futuristic shopping adventure, but it's undoubtedly the 60-metre (197 ft.) hexagon-shaped time tunnel that embodies this sensation best, connecting shoppers to ten branded spaces of top luxury fashion brand and popular sports labels, such as Prada, Fila, Rick Owens, sacai, Jil Sander and Descente. The store offers a curated mix of about 80 brands from home and abroad, while a dedicated SKP Select Beauty section presents 60 exclusive skin care, makeup, fragrance brands. In order to keep the store's in-the-know clientele mesmerised, a rotation of pop-up stores and other events are held on the premises.