Brand Of Tang Costume Creates New Chinese Style

Shanghai Tang, the world's first brand concept restaurant, "Shanghai restaurant" opened recently in Shanghai new world. The Chinese dim sum of Chinese red, peacock blue, emerald green napkin, cushion, wall, lantern, bird cage and steamer were woven into the scene of another image full of Chinese images in the new world of Shanghai.

Tang costume brand "Shanghai" opens the world's first brand concept restaurant.

The world's first brand concept restaurant, "Shanghai restaurant", "Shanghai restaurant" opened recently in Shanghai new world. The vivid color and beautiful design elements of Shanghai restaurant are presented in luxurious Chinese handicrafts, such as silk, embroidery, lacquer wood and exquisite "Shanghai" household products. (Tang)

This brand, founded in 1994 in Hongkong, is mainly inspired by the old Shanghai sentiment in the 30s of last century.

In the 2001, the clothing brand that once targeted tourists was sold to the international luxury brand group Richemont by founder Deng Yongqiang in 2001.

Since then, Mr. Raphael Le Masne de Chermont has been the chief executive of Shanghai, and has successfully built Shanghai into the leading international fashion lifestyle brand. Now there are forty boutiques in the world.

Strong Chinese elements

"The Chinese style is not just a single collar and a button, but a set of life styles based on Chinese culture."

Lei Fuyi said in an exclusive interview.

Q: as a fashion brand, how does "Shanghai" think of building such a restaurant?

Lei Fuyi: "Shanghai" is not only a fashion brand, but a "lifestyle" brand.

Besides fashion, we have household products. Now, we extend the brand to taste and truly fulfill the mission of Shanghai providing multi sensory experience.

"Shanghai restaurant", as the brand extension of Shanghai, advocates the contemporary Chinese style lifestyle. We especially invite the Asian star chef Liang Zigeng to be the "Shanghai restaurant" specially appointed food consultant chef. He was once known as the founder and chief chef of the three Huangpu Association in the Bund, and is famous for its new "new Chinese dishes". While respecting the traditional Chinese cooking techniques, we also pay attention to the breakthroughs and Transcendence of the style, and coincide with our brand spirit.

Q: more and more wealthy Chinese begin to wear Tang costume. What do you think of this phenomenon?

Lei Fuyi: originally, the fashion that Chinese pursued is often referred to as LV, GUCCI and so on.

But soon, Chinese fashion will not mean that. This situation is only a reflection of China's eagerness to absorb western modernization and wealth.

The trend of returning to the local culture in the Greater China region is becoming more and more significant. More and more wealthy people are beginning to consider becoming slaves of Western brands and appreciating the cultural elements of China.

In 2007, I launched a "recognition", calling on men to get rid of ties and wear Chinese style collar clothes, which embodies this cultural orientation.

Q: what proportion of Chinese elements does Shanghai brand occupy?

Lei Fuyi: we are not thinking of satisfying Westerners' imagination of "Chinese style" to design products, but really designing for Chinese people and fashions or accessories based on Chinese culture.

But the elements contained must reflect China's 5000 year history and interpret it in a modern way to make it comfortable and easy to move.

At the beginning, half of our customers were Asian, and this proportion will increase to 65%.

Q: what is the origin of Shanghai's products as a brand under the peak group?

Lei Fuyi: all products, including fashion, accessories, household goods, furniture and custom-made Chinese traditional clothing, are all made and completed in China.

This is a 100% Chinese story and is accepted by the whole world.

Our "made in China" products all use high grade fabrics as raw materials, with embroidery, as well as more Oriental cutting techniques such as Chinese knots and high necked collars. Garments are endowed with fashionable style and quality is no less inferior to any luxury brands.

Q: what are the characteristics of the Chinese rich class in your eyes?

Lei Fuyi: first of all, they are very smart, and have a strong curiosity. They always want to know more, and are very adaptable to new things.