Designed by CURIOSITY, the new Tory Burch store in Shanghai's Jing An Kerry Centre spans two stories, featuring the iconic facade with the brand’s signature. The store offers an emotional journey of curiosity and discovery within the heart of a prestigious fashion district.

Facing Nanjing Road, the façade is draped in a delicate white veil, exuding softness and fluidity. It is as though a precious dress were perpetually caressed by a gentle breeze, casting subtle shadows that shift with the light and beckon visitors to explore further.

Bringing elegance, lightness, and a profound sense of intimacy, it transforms the building into a poetic prelude inviting to the experience inside.

The lightness and fluidity of the façade extend to the interior design. Upon entry, visitors are welcomed by the unique space, which is shaped by curved, arched, layered, immaculate plaster walls and ceilings.

The walls, like gigantic pieces of fabrics, seem to wrap around visitors, engaging them in a dialogue and a game of hide and seek, as each view offers a different perspective and impression.

The ground floor, dedicated to accessories and ready-to-wear items, creates an unexpected first impression through its inviting tactility and curved surfaces.

The brand's signature elements are showcased through an open display that is seamlessly integrated with the textured white plaster wall. This wall serves as an ideal backdrop within this pristine, subtly illuminated environment.

A large, unfolding digital screen spans the iconic staircase, introducing movement and a narrative element to the store's central area.

Digital art, created specifically for the space, interacts with the curves, enhancing the sense of unfolding couture and blending architecture with dynamic visual storytelling.

The upper floor features shoes and ready-to-wear, creating a dynamic flow that draws visitors upward, while also offering areas for relaxation and reflection.

The mysterious, fabric-like facade, curved walls, and digital display work in harmony to create a cohesive environment. This unified space sparks curiosity, encourages exploration, and enhances the sense of connection to the brand's extensive history.

The Tory Burch Shanghai store transcends the conventional retail boutique, presenting itself as a dynamic experiential space where design, craftsmanship, and technology converge, and where cultural narratives continuously manifest through every architectural detail and material expression.