SND Unveils Guangzhou Flagship With Phoebe Philo, Khaite, and Dries Van Noten
LONDON — SND, the multibrand concept store originated in the southwest region of China, this weekend unveiled a new flagship in Guangzhou with dedicated spaces for a cohort of quiet luxury brands, including Phoebe Philo, Khaite, Dries Van Noten, Carven, and Jil Sander.
Situated at a historic mansion overlooking the Guangdong provincial Communist Party Committee headquarters, a highly guarded area in the historic neighborhood of Dongshankou, the equivalent of London’s Knightsbridge, the new SND location is a short walk away from its previous site, which has been thoroughly gentrified with niche perfume brands and crafty fashion labels.
SND’s new Guangzhou flagship.
The three-floor space achieved a fine balance between the building’s original carved wall details and historical textures and the retailer’s signature minimalist aesthetic.
The ground floor carries brands such as Maison Margiela, Acne Studio, Martine Rose, and Jean Paul Gaultier, while the first floor has a mix of accessories offerings, a stand-alone room for Dries Van Noten, and a selection of wardrobe essentials from the likes of Auralee, Lemaire, Studio Nicholson, and Toteme.
The top floor is arranged as a quiet luxury haven, with the latest arrivals from Phoebe Philo, Khaite, Carven, and Jil Sander mixing with local heroes like Uma Wang, Samuel Gui Yang, and Into The East.
To celebrate the opening, the retailer hosted an array of events under the theme “Party Time,” with highlights including an exclusive capsule with the modular charm jewelry brand Poubel, and a Paloma Wool weeklong pop-up, showcasing the Barcelona-based brand’s approach to knitwear and fashion.
SND’s new Guangzhou flagship.
SND is one of the five prominent local retailers to carry Phoebe Philo as a wholesale partner for the Chinese market.
In addition to a dedicated space for Phoebe Philo in its Chengdu location, SND Guangzhou, the only retailer to carry the brand in the city, offers a selection of items from Collection C, which offers apparel, leather goods, shoes, and accessories.
Founded in 2013 by Will Zhang in Chongqing, SND, which stands for Selection of Nonconformist Design, now operates 10 locations across China in cities including Shanghai, Shenzhen, Chengdu, Guizhou, and Sanya.
