Assemble by Réel, the fashion insiders’ concept store

A new shopping destination for Shanghainese shoppers willing to discover smaller fashion labels opened inside Réel department store on Nanjing Lu in Shanghai, as a good illustration of Chinese fashion consumption fast evolution.

Already having a nice café and a design bookstore frequented by contemporary chinese youth, the department store goes further into lifestyle retail and reinforces its fashion credibility with the opening of Assemble by Réel : an indoor concept-store with a trendy and elegant selection of fashion and accessory pieces.

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Located at the 2nd floor of the building, closed to ACNE and Marni shops, Assemble’s selection is wide and associates well know brands like Rochas and Nina Ricci with international emergent designer brands such as N21, Ellery, Mother of Pearl, and french designer Cedric Charlier.

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The merchandising is clean, modern and refined, using marble tables and transparency separation areas, making it a nice place to visit for Chinese shoppers searching for fashion insiders’s brands.

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Images copyright: The Chinese Pulse
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