Two of the biggest trends in Chinese luxury marketing – high-quality goods that are discreet, and brands that can display heritage through traveling or museum shows – were married in the two Fratelli Rossetti stores that just opened in China. The Italian footwear company now has locations at Hong Kong’s IFC Mall and Shanghai’s Plaza 66.
To celebrate the openings, the Fratelli Rossetti Historical Museum’s shoe collection has left the company’s headquarters in Parabiago, Italy, for the first time. It is temporarily taking up residence in the new Chinese stores.
The display showcases many models of footwear, from the first iconic tassel loafers created by the house’s founder, Renzo Rossetti, in the 1950s, and even some shoes from his private collection.
The collection was lauded at in-store events in China, where actor and singer Shawn Yue appeared with the Rossetti family. An Italian shoemaker demonstrated the process of creating the brand’s signature Brera loafer.
A new “Asia shoe,” a tasteful red, pink, and burgundy lace-up, was launched for both Chinese locations and will be exclusive to both stores.
The exhibition will be held at Shanghai’s Plaza 66 store until October 26, 2012. Then, it will continue to other countries later this year.
photo credit fratelli rossetti