Danish brand Fritz Hansen has opened a showroom in Shanghai's Jing'an district, which is the brand's latest outpost in China.
Located in the ShanKang Li lifestyle and dining hub, the 220-square-metre showroom is decorated in a palette of beige, white and rose.
The directly owned showroom marks the latest step in Fritz Hansen's expansion into China following its first Chinese store in Xi'an in 2019, which was opened in collaboration with a local partner.
The Shanghai showroom forms part of Fritz Hansen's strategy to become the "biggest Danish brand in China".
"Our Shanghai showroom represents a physical manifestation of our brand as we take our steps into the Chinese market," said Fritz Hansen's CEO of Asia Dario Reicherl.
"It reflects the evolving vision of a luxury lifestyle brand, first established 150 years ago."
The showroom is divided into four main areas, with spaces dedicated to furniture for dining rooms, living rooms, kitchens and home offices.
It features a curated selection of Fritz Hansen's most iconic pieces, including China chair designed by Hans J Wegner, and PK80 daybed, PK54 dining table designed by Poul Kjærholm.
Walls are adorned in oak, marble and plasterboard, while playful floral arrangements add a pop of colour to the space.
Spanish designer Jaime Hayon's Ro and Fri chairs are intended to give the space an adventurous and imaginative modern touch.
"We want to create a dialogue between the classic design and modern young design," according to Fritz Hansen's head of China Jenny Pu.
Founded in Denmark in 1872, Fritz Hansen produces classic items by pioneering twentieth-century Danish designers including Arne Jacobsen, as well as contemporary figures including Cecilie Manz, Benjamin Hubert and Nendo.
Fritz Hansen opened its first store in Asia in Tokyo, Japan nearly 20 years ago. The brand then entered other Asian countries including South Korea, Thailand, Singapore and Indonesia.
"Fritz Hansen's success in Japan and South Korea give me more confidence in its future in China," said Reicherl.
"In the past few years, I've seen more and more young Chinese are searching for higher quality lifestyle, with increasing stress from outside world, they tend to look inward and spend more time at home with family and friends."
Fritz Hansen recently revamped its headquarters in eastern Denmark to create a homely space to cater for its employees many diverse working needs.
Images courtesy of Fritz Hansen.