Michael Kors has opened a new flagship store at Beijing China World, bringing its latest global retail concept to the Chinese capital. The 3,500-square-foot space combines the brand’s signature style with a lounge-like layout, featuring wood and marble finishes and neutral tones.
Shoppers can explore ready-to-wear, handbags, accessories, watches, sunglasses, jewellery and fragrances in a relaxed, open setting.
Central to the store is the Jet Set Lounge, marking the first time the concept includes an in-store café. Previously seen in New York and London, the lounge offers coffees, teas and New York-inspired sweet and savoury treats.
Michael Kors stated, “This new store will be home to the world’s first Jet Set Lounge that features a café concept. China is an exciting market, and I’m inspired by our customers’ love of fashion and style.”
The opening forms part of Michael Kors’ strategy to strengthen its presence in China. Corey Moran was recently appointed chief marketing officer to drive communications and consumer engagement, while actress Meng Ziyi was named China ambassador, fronting campaigns that mix archival pieces with modern designs.
