Hip And Bone, a brand under the MRH SpaRotica Groupé umbrella, hosted a grand opening event for its mono-brand store in Shanghai’s Raffles City Mall. The new store is the first mall based flagship store in China, with an evocative concept, represented by the brand’s black, white and red color scheme to create a futuristic technology theme. The design tightly integrates a consistent image across the product line and integrates an experiential store image that millennial consumers will instantly connect with.

A “Space Tunnel” themes is built in Center of the Hip And Bone Raffles City store, gravitating the consumer into the store. The shelving and display system is designed to enhance space usage and the tunnel promotes a shopping experience that’s individual, creating a dynamic brand DNA. The store consist of product from the SS16 Elevation collection, which ties into the space theme, featuring men's apparel, shoes, bags, accessories.

Hip And Bone Raffles City store is located in the center of Shanghai, conveniently situated in the Puxi hub within People’s Square and Nanjing street promenade; all close to the Shanghai Museum and the Shanghai Government Building. Hip And Bone is located on the first floor (ground floor) of Raffles City Mall, neighboring international premium and luxury brands. 

During the grand opening, more than 60 guests and VIPs showed up, joined by mainstream media and key opinion leaders, who posted or broadcast the opening event. This is the second mono-brand store executed by MRH in the mainland China market (following the first opening in Nanjing, China)  and undoubtedly another important step for Hip And Bone’s retail development. Before the end of 2016, MRH will open 4 more Hip And Bone stores in Shanghai, Chengdu, Hunan and Taiyuan.