Shang Xia- The Chinese Hermes?

Paris, 21st Dec 2009, Hermes International CEO, Patrick Thomas  announced the creation of a new brand targeted at the seemingly unrestrained, exponential growth of the Chinese luxury market and on 16 Sept 2010, Shang Xia (Up and Down)opened its doors in Hong Kong Plaza Mall, Shanghai to the public. This newly created brand is headed by creative director Ms Jiang Qiong Er, whose linage includes a famous Grandfather-Mr  Jiang Xuan Yi and Architect father-Mr Xing Tong He, who designed the Shanghai Museum. 

I see this as an attempt to create a "Chinese Hermes" so to speak. A strategy which seemed rather refreshing indeed . Imagine  building an entirely new brand from scratch instead of just buying over or appointing someone uber talented as creative director.

“Instead of buying another company, we thought, ‘Why not create a brand from the ground up that shares our philosophy — outstanding quality, creativity, and strong style?"
-CEO Thomas.

Shang Xia is going to build its brand identity on Chinese craftsmanship, materials and artisanal knowledge...and i feel a sort of focus on contemporary Chinese design. So basically its going to do everything...from clothes to house-ware to furniture and everything else ? So Just like Hermes? ...( if u know what i mean lol).

The store in Shanghai is also designed by famed Japanese Architect Kengo Kuma, whose works i am sure most of my readers ( whom i assume to be my former classmates in architecture sch) will be familiar with. 


The interior of the boutique is "cave-like" and its textured walls are made from octagonal "memory-shaped" white high tech fabric(whatever that means... Yawnz)


Interestingly, the design statement was to create the sensation of walking through clouds and the high tech fabric represents a  customized garment blah blah and the statement goes on.....and u can read it on its website.

My opinion is that yeah... not really clouds... but rather... its like representing something which is formalistically heavy and hard contrasting it with something light and soft. An organic free form that actually has a restrained pattern , ordered in a way. 


Having a white/light interior also heightens ( in many senses) the focus of the products in the store (remember what white washed walls of museums and galleries do?). A fundamental design strategy of contrasts and balance therefore makes the interior space light ,ethereal, heavenly in a way. hahaha. okie... Maybe the clouds are coming in....

So will it work? DO we have a Chinese Birkin or Kelly in the making... hahaha. Maybe ... it should not be called the "Kelly"... at all. 


I suggest they name it the "ZIYI" ... or the "GONG LI". Hahaha, whatever the case, online articles that i have read thus far have also expressed skepticism on the merits of such a bold business strategy. 


Questions were also raised about the kind of customers that Shang Xia wants to attract and even down to the idea of how luxury is defined by a Chinese in China.hmmm... 

But what i feel personally is that in the future maybe 10 or 20 years time, Shang Xia could potentially have a larger  European/American market than Asia and on a more exciting note is that we might be witnessing the birth of a Major CHINESE luxury Design PowerHouse. 


A brand that might be coveted much more by the Europeans than Asians in the end and a business strategy that would be eventually be a win-win situation when Shang Xia's stores are opened in Europe and America because the products would be seen by then as Oriental Luxury and who understands luxury better than.....Hermes.


SO what do u think?  Shang Xia = Chinese Hermes?

Image and Info Source:
http://www.shang-xia.com
http://www.jingdaily.com/en/luxury/hermes-launches-new-brand-shang-xia-in-shanghai-jing-daily-exclusive-coverage/
http://www.cityweekend.com.cn/shanghai/articles/blogs-shanghai/style/passion-for-fashion-shang-xia-opens-in-shanghai/