I don’t think there is any need to underline once again how China represents the first country to which luxury brands look. A magnet for all those brands that are trying to capture the attention of Chinese consumers who, at this moment, are expressing an unparalleled economic strength, in fact, despite the fact that 2021 has reshaped the largest fashion market in the world, China remains an absolute reference point.
In this context, Fendi celebrated the reopening of its Plaza 66 boutique in Shanghai by illuminating the skyscrapers of the historic Bund district on the banks of the Huangpu River, which bathes the Chinese megalopolis, with an extremely evocative takeover.
After having illuminated Times Square in New York in November, the Roman fashion house repeats itself by lighting up the night of Shanghai with its iconic yellow, inspired by the color of the sunsets of the eternal city. The focus of this takeover are Twin Towers of Shanghai Global Harbor and the Beijing Jingxin Building, in a splendid play of light thanks to the reflections on the mirror of the river.
Fendi has posted videos and photos on its Instagram account showing us how wonderfully and sweetly Shanghai has been invaded by the warm and seductive yellow Fendi.
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