On the occasion of China Brand Day, Huangpu's time-honored brand has been upgraded again. On May 9th, the newly built Gujin GUJIN flagship store 3.0 of "China Time-honored Brand" Gujin started its trial operation journey, integrating modern and elegant design into classical French architecture, building a new dream space in a French-style house, telling the brand heritage of nearly a hundred years with diversified decorations, and exploring the endless vitality of "ancient and modern".
Located in a European-style building at the intersection of Middle Huaihai Road and Maoming South Road, the ancient and modern GUJIN Huaihai Road flagship store was reopened after ten years. This time, with the theme of "Dialogue between Ancient and Modern Vitality", the space on the first floor of the flagship store is divided into two areas: the "ancient" area and the "modern" area, and the brand story is slowly told in a transparent and atmospheric curatorial space. Inspired by the House's past, the exterior windows are elegantly and sophisticatedly designed with artistic elements such as paper art and picture frames.
Stepping into the window space of the "ancient" area, people can feel the brand heritage of the past and the present for a hundred years. Above the classic Bee brand sewing machine, the underwear pattern making is accompanied by a golden ring spiral down, and on the side is a completely disassembled underwear cut, which can be seen in the complex production techniques, silently telling the craftsmanship inheritance in the glorious years.
Entering the window space of the "Today" area, which shows the romance of women, the pure white and simple design style is reflected with the exquisite hand-embroidered haute couture underwear, and the brand texture is unobstructed. The intersection of light and shadow is the core area that carries the brand's past generations of products and development milestones, where you can explore the brand's century-old heritage and precipitation. In addition, you can experience the soft colors and soft textures of the new spring/summer products up close, and feel the heritage and innovation of the past and the present.
"Different from the traditional underwear store, this is more like a museum about the development of underwear, and the brand story is told in an open space." At the scene, a consumer after the visit said.
"The ancient and modern flagship store has carried many good memories of ancient and modern brands and customers in the past ten years, and this 3.0 trial operation can be regarded as an awakening, the activation and even reshaping of the brand memory point, and the continuation of the story of ancient and modern underwear and new and old customers." Wu Ping, deputy general manager of Shanghai Gujin Underwear Group Co., Ltd., said that the flagship store, as the closest space for brands to interact with customers, awakens not only the appearance change, but also the iterative upgrade of the service experience and even the entire consumption scene. Through multi-dimensional transformation and change, we continue the brand memory and convey the brand concept, while also actively embracing the new generation of customers and looking forward to establishing an emotional connection with them.
The well-known underwear brand in Shanghai began in the early 30s of the last century, starting from the Xiafei Road in Shili Yangchang, carrying the flower-like memories and feelings of several generations, not only giving women close to the soft care, but also containing the vitality of the generations. As one of the few brands that retains cotton underwear, Gujin insists on subdividing sizes and comfortable fabrics to retain the memories of the older generation, and sets up a "Mommy Cottage" on the second floor to implement the intimate care of ancient and modern underwear for women with practical actions.
Today, the GUJIN Huaihai Road flagship store 3.0 has awakened and upgraded, leading generations to trace the brand's history from ancient times to the present, and immerse themselves in the charm of the blend of tradition and modernity. This time, the brand took real consumers as the main body of the shooting, and used love as the guide on the window poster light box, vividly interpreting the ancient and modern vitality of four pairs of mothers and daughters from 12 years old to 60 years old, passing on care from generation to generation.
Zhang Ying, chief designer of Shanghai Gujin Underwear Group Co., Ltd., introduced that Gujin has a history of more than 90 years in this industry, has accumulated a good reputation and a wide user base, and the brand's popularity and trust are important advantages for enterprises to continue to maintain and carry forward. In the future, while retaining the excellent genes of product design, we will actively embrace changes at the technical and design levels, and create more underwear products with both quality and cultural heritage, so that female consumers can feel the brand's care and intentions in their daily wear of ancient and modern underwear.
Reporter / Fan Yuhao
Editor / Sun Chaohui
Photo / Sheng Yinmin
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