S E L E T T I ‘ S  F I R S T  T E M P O R A R Y  S H O P  I N  B E I J I N G

October, 12 2018

Seletti, the most irreverent and pop Italian design brand, much loved in China and the whole of Asia, proudly to celebrated the opening of its first pop-up store in Beijing within the Wang Fu Central department store.

From September 16thto November 17ththe pop up store, called Design Pavilion, welcomed Chinese customer charmed by the wit and humor of Seletti through its most famous collections tableware, lighting, objects and furniture by Seletti, with their out-of-the-box design and graphics have peacefully invaded the homes of design aficionados with a creative explosion.

The Seletti pop up store at Wang Fu Central is the result of a partnership between the mall and Maison & Objet, the Parisian fair internationally acclaimed as one of the most interesting scouting places for design accessories. The fair has selected in January 2018 the 25 best design brands showcasing in Paris in order to set up pop-up stores in Beijing and to promote their vision and idea with Chinese customers. The result has been, for Seletti, its first temporary store in the centre of Beijing in an area of outstanding beauty and full of history like Tian An Men square.

Among the collections shown in Beijing, besides Seletti’s best selling products, the black humor of the SELETTI WEARS TOILETPAPER family designed in collaboration with TOILETPAPER, the image-only magazine founded by Maurizio Cattelan and Pierpaolo Ferrari, which combines the most avant-garde contemporary art images with accessible design objects like tin mugs, umbrellas, tea-towels and cushions.

Also, the visionary graphics by Studio Job gathered in the BLOW design brand, the forward-thinking project between the Dutch design duo and Seletti to transform Job’s limited editions in open-series which allow design fans to collect object by one of the most interesting and celebrated design minds of our times.

Finally, the products design in collaboration with Diesel Living, the homeware project by the fashion brand Diesel. As a special preview of Chinese customers, Seletti presents in its temporary shop for the first time the Party Animal mugs, porcelain cups in the shape of wild animals’ legs.

This commercial project is not only innovative thanks to its high variety of products, but also in terms of technology. In fact, each customer will be allowed to enter the shop to look at the products in their setting; then, through a QR code, they will be able to shop online and receive the products directly a home, hence combining the traditional experience of shopping with the comfort of an e-shop.

“It is always amazing to go back to China”, Stefano Seletti – the brand’s art director – says.

“I came here for the first time in the early 1990s and each time I come back I find it changed, more vibrant, more interesting. We have been producing here some of our products for years, combining Italian design with the Chinese know-how, and this new experience confirms that strong bond which exists between the brand the Chinese market which makes us each tome happier”.