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Etam new concept store Shanghai Fuxing Road new appearance
On December 31, 2010, Etam unveiled a brand-new concept store at No. 1195 Fuxing Road in Shanghai, just near Shaanxi South Road. This exciting opening offered a fresh and stylish way for customers to experience the brand. Located in one of the city's most vibrant areas, the store is not only visually striking but also perfectly positioned to attract fashion-forward shoppers.
Spanning two floors and covering nearly 350 square meters, the space showcases five different brands under the Etam umbrella: Engels, Etam, Etam Weekend, ES, and Etam Lingerie. The design blends modern French romance with local Shanghai culture, creating a unique and elegant shopping environment that stands out from traditional retail spaces.
One of the first things that catch your eye is the overall appearance of the store and its prime location. The Huaguang Building, known for its iconic architecture, glows with soft lighting, making Fuxing Road even more inviting. But the real magic happens inside. At the center of the store, a rotating glass staircase serves as a focal point, redefining how space can be used in a retail setting.
Etam and EtamHOMME share the same floor, with an elegant, arabesque-inspired design that reflects the brand’s sophisticated image. The use of a neutral gray palette ensures a seamless blend between the two lines. EtamHOMME features rough materials like concrete and dark wood, creating a masculine and bold atmosphere, while Etam offers a more colorful and curvaceous design—think oval-shaped Houndstooth tables, pink mirrors in the fitting rooms, and patterned walls that appeal to young urban women.
On the second floor, Etam Weekend offers a relaxed and welcoming vibe. Natural wood accents on the walls and floors, along with painted tables and softly lit flowers, create a warm and creative space ideal for those who love a romantic and artistic aesthetic.
Etam Lingerie, a beloved brand among European women, is presented in a private and intimate setting. The display is designed to feel like a personal closet—soft, warm, and inviting. Each piece is carefully arranged to give customers a sense of comfort and confidence.
Finally, ES, the youngest and most playful brand in the Etam family, brings a burst of color and energy. Bright-colored ceilings and mirrors add depth and dimension to the space, while the lighting and tile designs evoke a youthful, campus-like atmosphere. It’s a place where fun and fashion come together seamlessly.
This new concept store isn’t just a retail space—it’s an experience. From the moment you step in, you’re greeted by style, creativity, and a deep understanding of what makes Shanghai’s fashion scene so dynamic. Whether you're looking for everyday wear, loungewear, or something more special, Etam’s new store has something for everyone.