The Diamond Dazzle store in Beijing Oriental Plaza, one of the city’s most important shopping malls, is the first store designed with the brand’s new image. The concept communicates the high-end, luxurious feel of the product, which is aimed at a refined, international woman who looks for timeless dresses without forgetting fashion.

The space has been conceived as an aristocratic European palace made up of a sequence of rooms connected by brass portals. Each room has its own ceiling, enriched with traditional gypsum frames, and a floor decorated with a stylised diamond. In Beijing, the rooms articulate a deep and narrow space, and the depth of the portals is used to create focus displays for clothes and accessories. A palette of warm grey with soft pink and white touches, pale gold fixtures and marble surfaces create a feminine and rich atmosphere.

The design of this store has been adopted for all the brand’s points of sale in China.