Yoona, Julian Cheung, and the Ferragamo family celebrate the reopening of the Salvatore Ferragamo flagship store in Hong Kong
Fresh, new start
The pavement outside the Ferragamo flagship store was chock-a-block with photographers, shoppers, curious onlookers, and fans waiting to catch a glimpse of some of the celebrities who were in Hong Kong to fete the reopening of the Salvatore Ferragamo store on Canton Road.
Set across two floors, the store's bronze façade shines in daylight, further illuminated by LED strips that pay homage to the grosgrain ribbon found on the brand's Vara shoes. The entire ground floor is dedicated to the women's collections, with a unique video installation projected onto the ceiling of the first room upon entering the store. The shoe room is generous in size, and includes an entire wall dedicated to Ferragamo's Creations—iconic models from the brand's archives, including the rainbow wedge created for Judy Garland in 1938, and the invisible sandals with F-shaped wedge heel, created in 1947.
The men's collection is found on the first floor, done up in wood and marble floors, with touches of leather, and velvet seats. "I am very proud of the splendid renovation of the Canton Road flagship store, offering our clients a beautiful example of Italian craftsmanship, and lifestyle in the heart of Hong Kong," says Ferruccio Ferragamo, Chairman of the Ferragamo Group. "The store reopening event was the perfect occasion to celebrate our longstanding relationship with this region."
Celebrations continued that evening, where the Ferragamo family, including Giovanna Gentile Ferragamo, Fulvia Visconti Ferragamo, and James Ferragamo, along with some 1,000 guests attended a party at Asia Society Centre, which had been transformed to a digital floral garden in line with the concept of High Tech Botanical. A 3D layered flower heel (that's become the brand's new signature) marked the entrance to the main event space, an exhibition of the brand's Pre-Spring 2018 accessories collection. Large screens lined the walls of the room, filled with digital floral prints, from photos taken by Salvatore Ferragamo's new Women's Collections Creative Director, Paul Andrew.
Upstairs at the rooftop garden, celebrities and social media influencers the likes of Nana Ou-yang, Hikari Mori, Marion Caunter, Yoyo Cao, and Tina Leung mingled over champagne and sweet treats. "Hong Kong is a dynamic and vibrant city," says Paul Andrew. "It's the perfect background to present the Pre-Spring 2018 collection to its eclectic crowd, and introduce Ferragamo's vision to a new generation of women." Indeed, it will be exciting to see what Paul Andrew has in store for the brand, as he makes his debut as creative director for women's collections of Salvatore Ferragamo next season during Milan Fashion Week AW18. Watch this space.