November 5, 2010 marked a significant milestone for Y-3, the renowned fashion and sportswear brand created by Yohji Yamamoto and adidas. On this day, the brand unveiled its fifth exclusive store in Beijing at Shin Kong Place, further solidifying its presence in the Chinese market. Since launching its global retail strategy in September 2004, Y-3 has been expanding rapidly, with over 30 stores now operating across mainland China.
The grand opening of the Shin Kong Place location featured the latest fall and winter 2010–2011 collections, including a special limited edition from New York Fashion Week. The event attracted a star-studded crowd, with appearances from celebrities like Ai Dai, Xiong Naijin, Luo Haiqiong, Li Chen, and the popular music group MIC. Notable guests also included Mr. He Jihai, President of the China Chamber of Commerce; Mr. Cheng Jindu, Chairman of Babylon Group; Mr. Chang Otsuka, CEO of Yohji Yamamoto; Mr. Yuji Kanda, Marketing Director of adidas Asia; and Ms. Pang Kun-yung, Deputy General Manager of Shin Kong Tech, who all joined in the ribbon-cutting ceremony.
Located in the heart of Beijing’s Central Business District (CBD), the Shin Kong Place store is part of a luxury shopping complex that houses many international fashion brands. Designed by Y-3’s German headquarters, the store features a sleek black theme with layered textures, creating an elegant and inviting atmosphere. The iconic Y-3 logo is prominently displayed through mirror-like structures, complemented by soft lighting that enhances the overall sophistication.
The 2010–2011 collection drew inspiration from traditional British tailoring, blending classic craftsmanship with modern, futuristic interpretations. Yohji Yamamoto infused playful and humorous elements into the designs, referencing cultural icons such as Zorro and the legendary saffron-inspired style.
For the spring and summer 2011 collection, Y-3 revisited its New York Fashion Week performance from the previous year, showcasing a rock-and-roll aesthetic that paid tribute to historical figures in music history. The collection featured styles from the 1960s, 1970s, and 1980s, including leather jackets reminiscent of Jimi Hendrix, green corduroy evoking Janis Joplin, and custom men’s jackets inspired by Elvis Presley’s iconic wardrobe.
The first Y-3 store in China opened in March 2006 at Beijing World Mall, and since then, the brand has continued to grow, with the Shin Kong Place location being its fifth successful store in the city.
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