Replay goes China
[2008-12-23 16:55:42]
China will see the launch of Replay's new promotional project, aimed at highlighting the brand and the upcoming Replay Store openings all over the country. The Reply pop up shop overlooking the River Huangpu debuted in Shanghai. The mobile store houses the Replay A/W 2008-09 collection. The store is a 6x6m cube, completely covered in bamboo canes. Inside it is fitted with other natural materials such as wood, stone and tree trunks.
The Replay temporary store launched in the Chinese megalopolis aboard a riverboat, between the skyline of the financial district of Pudong and the Art Deco neighbourhood, Bund. Model Jill Tong, accompanied by her husband Xie Hiu, Chinese footballer who plays for Wiesbaden, was one of the star guests at the launch party.
After its maiden voyage, the Replay Pop Up Store will head for Beijing and Guangzhou in April 2009, followed by six more Chinese cities by the end of the year.
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