Copy of DOUBLE LAUNCH IN CHINA CONSOLIDATES LEMA’s PRESENCE IN SHANGHAI AND SHENZHEN.
With China an increasingly important part of Lema’s international expansion plans, it was fitting that the brand used Salone del Mobile.Milano Shanghai as the backdrop to unveil the new location of its Shanghai flagship store on Wednesday 20 November and showcase the new design concept of its Shenzhen flagship store a few days later on Saturday 23 November. Two years after its opening, Lema’s Shanghai flagship store has moved into JSWB, a well-regarded mall home to the best international furniture brands. It’s a strategic location in Shanghai, which is the most populous city in China, a key market where Lema have strengthened significantly in recent years thanks to large orders for prestigious contract projects, underpinned by a steady stream of retail openings. Launched in partnership with local dealer Shanghai Heng Su, the 250m2 space is dedicated exclusively to modular systems and other Lema Casa products which expertly combine manufacturing heritage with industrial innovation. On Saturday 23 November, Lema also unveiled the new design concept of its largest flagship store in the world, in Shenzhen, an increasingly cosmopolitan city in southern mainland China whose development is partly fuelled by its proximity to Hong Kong. An ambitious project launched in partnership with local dealer Ubun in 2016, the 1200m2 Shenzhen flagship store features numerous domestic settings and showcases the alchemy and understated elegance of the modular systems and other products in the Lema Casa catalogue. The guest of honour at the two opening nights was the designer David Lopez Quincoces, who talked about his lengthy collaboration with Lema. In addition to his modular storage LT40 system, a new release for 2019, Lema also unveiled a special version of the ALTON armchair, exclusive to the two flagship stores. Upholstered in jade-coloured chenille, the chair features relief stitching from Osborne & Little by Matthew Williamson, the award-winning British designer known for his use of patterns and designs inspired by nature and travel, featuring bold colours and kaleidoscope effects.