“Through the Keyhole” Is an Immersive Retail Exhibition at One of Shanghai’s Premier Luxury Destinations
Schiaparelli has launched its first retail exhibition in Asia with an immersive pop-up event at Plaza 66, one of Shanghai’s premier luxury shopping destinations. Under the creative direction of Daniel Roseberry, the exhibition, titled Through the Keyhole, offers a unique blend of fashion heritage, design, and interactive experiences, showcasing Schiaparelli’s history and collections to the Chinese market.
Delphine Bellini, CEO of the Maison, expressed the significance of this move, saying, “It’s a great step in the renaissance of our Maison, and a moment of immense joy to be able to transport the hushed, artistic universe of our Place Vendôme salons to China through an original concept in the heart of Shanghai’s most prestigious mall.” Bellini also highlighted the brand’s strategic expansion, noting, “This first opus in China is part of our global strategy to extend our international presence, with the same determination to protect the uniqueness and exclusivity of our brand.”
The exterior of the exhibition features a striking showcase in Schiaparelli’s signature colors, decorated with three of the Maison’s iconic symbols: the Keyhole, the Anatomy, and the Measuring Tape. Inside, the space’s design incorporates elements of hammered golden brass, with alcoves displaying accessories, jewelry, and pieces from Schiaparelli’s recent Haute Couture collections.
At the heart of the exhibition is a gilded, Keyhole-shaped installation adorned with surrealist motifs, including molded Mouths, Torsos, and Ears. Visitors are invited to step inside, where they can explore Schiaparelli’s Parisian-inspired world. The interior is designed to reflect the atmosphere of the brand’s Place Vendôme salons, featuring white molding, plaster sconces, and furniture that evoke the original decor created by architect Jean-Michel Frank for Elsa Schiaparelli.
The exhibition also offers a showcase of Schiaparelli’s latest fashion pieces, including shoes, leather goods, jewelry, and ready-to-wear items from the Spring-Summer and Fall-Winter 2024 collections. Signature monochrome designs, tailored coats, trompe l’oeil dresses, and knitwear will be on display. Customers can also experience an exclusive opportunity to try on Roseberry’s creations in the private suite lounge at Plaza 66.
In addition to the visual experience, the exhibition includes an educational element. Tour guides are available to share insights into Schiaparelli’s history, while videos featuring Roseberry’s explanations of the collections are displayed on-site.
Through the Keyhole runs at Plaza 66 from October 18th to November 6th, 2024.
