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V&A launches latest pop-up store in China

Working with master licensee Alfilo Brands, the museum has created an Art Deco-themed experience in one of Shanghai’s most popular shopping areas.

The V&A has launched its latest pop-up store in China.

Working with its master licensee in Greater China – Alfilo Brands – the museum has created an Art Deco-themed experience in one of Shanghai’s most popular destination areas for shopping and leisure called The Grand Time Hotel.

The experiential store will run for three months – from November until January 31 – and is located in the More Lab space of the Shimao Mall on Nanjing Road. With current restrictions on international travel, the area is busier than ever with domestic travellers and attracts over a million tourists per day.

Visitors will be brought back to the 1920s and 30s, with the ‘Hotel’ divided into six experience spaces: Reception, Lobby, Boudoir, Bar, Art Shop and Gallery. Room sets include patterns, posters and furniture based on items in the V&A archives.

“We’re delighted to present this pop-up store facilitated by Alfilo Brands and the Shanghai Shimao Mall,” said Lauren Sizeland, head of licensing and business development at the V&A. “We invite consumers to immerse themselves in art and design history.

“The V&A is regarded as a leading authority on the Art Deco Movement, with objects in the collections ranging from furniture to fashion and from textiles to posters. The period continues to be a source of inspiration to many designers with its celebration of decoration and bold use of colour.”

Lauren continued: “One of the founding missions of the V&A was to make art available to all and this pop-up store will help bring our collections to a new audience. We continue this mission, while encouraging innovation and high quality merchandise design.”

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