SHANGHAI – Italian luxury linens brand Frette has unveiled a new flagship store concept focused on experience-driven retail.
The first showroom is opening within Capella Shanghai, a luxury hotel development that converted one of the city’s few remaining shikumen townhouses in the former French Concession.
“Its setting is a fitting choice for Frette, a brand whose luxury linens are found in many of the world’s five-star hotels and prominent private residences,” the 165-year-old linens company said in announcing the new concept.
The Shanghai store is merchandised with curated, aspirational vignettes from some of Frette’s iconic collections. Products include the brand’s signature bedding and bath linens as well as home accessories. At the heart of the showroom lies the signature Atelier Bespoke, which Frette describes as “an intimate space where expert advisors guide clients in crafting their dream home.”
The flagship is also equipped with interactive technology that allows shoppers to explore Frette’s options for fabrics and finishes.
The Shanghai space was designed and executed by Still Young, a local studio specializing in high-end retail that emphasizes discovery rather than traditional store conventions. The concept itself was developed by ADS74, a Rotterdam- and Dubai-based design and architectural firm. The results is a showroom reimagined as a private home.
The opening of this new concept in Shanghai is part of a broader brand transformation led by Frette’s global headquarters in Italy, a strategy that is intended to build meaningful connections with each customer.
