政府新闻
Massimo Dutti在上海揭幕“万物有序”快闪 2025-11-26
Spanish fashion brand Massimo Dutti has launched its pop-up store, "The Order of Things", in Xintiandi, Shanghai, which will run from November 22 to 30, as part of its continuous efforts to strengthen its reach and enhance connections with local consumers through innovative experiences.
The immersive space promises a unique exploration of style where order transforms into art and tranquility takes shape as luxury, offering visitors a week-long opportunity to engage with a new dimension of design, the company said.
"This is not merely a product presentation, but a profound practice of integrating our brand's aesthetics into the local cultural context," Eugenio Bregolat, president of Inditex Greater China, said, highlighting the significance of the launch.
"Alongside the successful launches of new stores in Xi'an, Shaanxi province and Tianjin this year," Bregolat said, "this pop-up underscores Inditex's ongoing commitment to meet the evolving demands of Chinese customers while creating deeper connections through innovative experiences."
Massimo Dutti has collaborated with renowned architect and design consultant Xie Ke, known for his minimalist, poetic approach that blends Eastern philosophy with modern sensibilities. Xie's iconic works, chosen specifically for this space, will lend a sculptural presence to the environment, enhancing the overall spatial narrative, the company said.
The pop-up will showcase Massimo Dutti's Autumn/Winter 2025 collection, where high-quality fabrics, clean lines, and a neutral color palette blend into the space.
Moreover, the store has created a partnership with premium tea brand Basao, adding an extra layer of refinement to the experience. Visitors can unwind in an exclusive tea lounge on the second floor — where the brand's signature teas are served — allowing guests to immerse themselves in a sensory journey of flavors.
Founded in 1985 in Spain as a menswear brand, Massimo Dutti has grown to encompass over 500 stores across more than 70 markets worldwide. In China, the brand continues to strengthen its presence, with a growing retail network and a robust online platform through Tmall, its official e-commerce site, WeChat Mini Program, and JD.com.
Source: China Daily
