Theatrical, Elegant and Quirky: Mia Fringe is Shanghai’s newest multi-brand retail and dining destination and a space in which to see and be seen. Inspired by the opulence, drama, and layered visibility of theater, Kokaistudios’ design showcases an eclectic array of men’s, women’s, and lifestyle brands to glamorous effect. With interiors to match the quirkiness of the brands, the space combines sophisticated glamour with playful eccentricity. Spread across two floors, the 1,600sqm venue’s complex programming called for careful consideration in terms of directing visitors into and around the space.
In addition to fashion retail, Mia Fringe also incorporates a flower shop, cafe, and restaurant, which come nightfall, transforms into an atmospheric lounge-bar concept. The challenge for designers was how to succinctly convey this lifestyle mix in a way that would capitalize on the store’s prime Huaihai Road location.
A theatre of a space, inside of which visitors are invited to find their own persona and role, Mia Fringe is where narratives combine and stories unfold. For this reason, creating a backdrop that lends itself to sharing on social media was of particular importance. Currently making waves in Shanghai, Mia Fringe takes inspiration from an established trend for multipurpose concept stores, started in Europe, and blending carefully curated products with a palpable focus on experience, all within beautifully designed spaces.
A vibrant, day-long destination for shopping, dining and more, it strikes a careful balance between sophisticated elegance and contemporary edge, lending new drama to Shanghai’s dynamic retail scene.