Furniture firm Fritz Hansen has launched a Jaime Hayon-designed showroom in the Chinese city of Xi’an.
The new 1000sqm gallery, represents a stage in the brand’s ambition to become the largest Danish brand in China, is Fritz Hansen’s first store in China and its largest in the world.
“You always need to find a way to be new, never done before – you need to create an experience,” said Fritz Hansen’s Asia CEO Dario Reicherl in an interview with Dezeen. “Through a series of steps, I believe we can be the biggest Danish brand in China in a couple of years.”
The gallery/store is designed to resemble a temple with high ceilings, warm-hued walls and vaulted walkways created by the Spanish designer. Furniture on display is arranged in living room-style set-ups. Fourteen more intimate show spaces are accessible by a grand staircase.
“Like in a labyrinth, you start to discover the little areas and each one has the furniture of Fritz Hansen,” said designer Jaime Hayon, “from the historical ones to the new ones I have designed, and pieces from other designers. The lighting and everything has been composed together with some art, carpeting, plants and small objects. So in this way we can inspire the client.”
“China is the second biggest luxury market in the world, soon overtaking the US,” according to the brand’s executive VP of sales and marketing Lars Hardboe Galsgaard. “It will definitely be the biggest market and economy in the world in terms of private consumption and commercial consumption within a few years. So if you look at that marketplace, we needed to move here. We need to be part of that and we need to be part of defining design, furniture and lifestyle in China.”