On May 5-6, 2012, Converse China celebrated the grand opening event for its first-ever specialty retail store in Beijing, China. Located in the heart of Sanlitun Village, Beijing’s premium shopping mall, the Sanlitun store brings a brand new shopping experience to Chinese consumers along with the most diverse Converse footwear and apparel assortment in China.
“We are excited to celebrate the grand opening of our first specialty store in Beijing, bringing an expanded Converse retail experience to our Chinese consumers,” said Steve Parker, Vice President and General Manager, Converse Asia Pacific. “We look forward to offering our most expansive product assortment yet and an unparalleled shopping experience that truly celebrates our consumer’s originality.”
Grand Opening Celebration
The celebration of the Sanlitun store, which originally opened in March of this year, culminated during a two-day event that invited local consumers to express themselves as part of an in-store “Connectivity” photo shoot. Following the Converse global Connectivity brand campaign, the Sanlitun Connectivity shoot will be featured in the street level central plaza of Sanlitun Village throughout the month of May. The grand opening event was a true celebration of Beijing’s creative and youth culture scene. Guests included pop star Fu Xin Bo; indie musicians Zhang Shou Wang, Fu Han and Peng Lei; local fashion designers Vega Wang and Xander Zhou; Chinese top model Bonnie Chen; young artists Kong Ling Nan and Nod Young, as well as famous Hong Kong director Peng Hao Xiang.
The Ultimate Retail Experience
The Beijing Sanlitun store offers the most diverse assortment of Converse footwear and apparel in China, showcasing the breadth of the brand’s collections including the iconic Chuck Taylor All Star, Star Chevron, Jack Purcell, One Star and John Varvatos footwear assortments. The store also features exclusive collaboration offerings such as the Converse Gorillaz and Converse Marimekko collections, along with a wide range of Converse China apparel.
The Sanlitun store design platform follows the brand’s new global retail format, making it the first of its kind in China. The retail design features speak directly to Converses distinct sports and rock ‘n roll heritage, with several bespoke and reclaimed materials incorporated into the design elements creating a vintage inspired retail environment. Tying back to the brand’s 104-year old American heritage, an American flag made from red, white and blue Chuck Taylor All Star shoes welcomes visitors and can be seen through the storefront window. Taking center stage in the space is a wall featuring an expansive Chuck Taylor All Star footwear collection. Subway tiled and gymnasium bleacher walls throughout the store pay homage to the brand’s urban and athletic heritage, providing an authentic and brand-distinct shopping environment for Converse consumers.
The Converse Sanlitun store is located in Basement Level of Sanlitun Village, South Area and is open Monday through Sunday, 10:00 a.m. to 10:00 p.m. Please visit www.converse.com.cn for more details.
Converse Inc., based in N. Andover, Massachusetts, is a wholly owned subsidiary of NIKE, Inc. Established in 1908, the Converse brand has built a reputation as “America’s Original Sports Company”™ and has been associated with a rich heritage of legendary shoes such as the Chuck Taylor® All Star® shoe, the Jack Purcell® shoe and the One Star® shoe. Today, Converse offers a diverse portfolio including premium lifestyle men’s and women’s footwear and apparel. Converse product is sold globally by retailers in over 160 countries and through 63 company-owned retail locations in the U.S. For more information on Converse in China, visit www.converse.com.cn