By Sirena Kuo
Schiaparelli has landed in Shanghai, marking its first retail presence in China with an immersive pop-up, “Through the Keyhole.” Under the creative vision of Daniel Roseberry, the Maison has brought its unique blend of fashion, art, and history to Plaza 66, one of Shanghai’s premier luxury spots.
Delphine Bellini, Schiaparelli’s CEO, described it as a crucial step in the brand’s renaissance. “To bring the hushed, artistic universe of our Place Vendôme salons to China through this original concept is a moment of immense joy,” she said. This Shanghai outpost is part of the brand’s carefully curated international expansion—few stores, but always in the right places, and always keeping the Schiaparelli experience exclusive.
The installation at Plaza 66 is an ode to Schiaparelli’s visual identity, featuring the Maison’s iconic motifs—the Keyhole, Anatomy, and Measuring Tape. A golden showcase adorned with trompe l’œil molded mouths, torsos, and ears stands at the mall’s center, hinting at the eccentric beauty of Roseberry’s creations. It’s a peek into the surrealist wonderland that defines Schiaparelli.
Inside, visitors are transported to the Maison’s storied Parisian salons—white moldings, plaster sconces, and furniture that echo the aesthetic imagined by Jean-Michel Frank for Elsa Schiaparelli herself. Displays weave around a Keyhole-shaped pathway, showcasing an exquisite range of accessories, jewelry, and signature ready-to-wear—tailoring, trompe l’oeil dresses, and more, in Schiaparelli’s signature monochrome palette.
There’s also a special offering in Plaza 66’s private suite lounge, featuring iconic pieces from the Spring-Summer and Fall-Winter 2024 collections. Customers can slip into Roseberry’s imaginative world, trying on garments that blend the avant-garde with the timeless.
This pop-up isn’t just about fashion—it’s an experience. Guides lead visitors through the brand’s history, and videos from Roseberry himself play, diving deeper into the narratives behind the pieces. “Through the Keyhole” runs until November 6th, offering an intimate glimpse into Schiaparelli’s daring world.
