Maison Margiela unveils the first fashion cinema in Shanghai

The first Maison Margiela fashion cinema has officially landed in Shanghai. Located on the second floor of its flagship store in Shanghai’s JC Plaza, the mini-cinema will host 12 free screenings of “Cinema Inferno” a day until January 2023.

Inspired by American road movies, the 30-minute stage production produced by Maison Margiela Creative Director John Galliano tells the poetic story of a pair of desperate young lovers on the run as they present their 2022 Artisanal Collection.

Adding to the retro movie vibe, Maison Margiela offers moviegoers three flavors of popcorn: chocolate, caramel, and seaweed. Also, guests can purchase a variety of themed drinks and desserts from the brand’s indoor cafĂ©, popcorn-topped “Caramel Flourish” coffee to horseshoe-shaped “Crimson Walk” cakes.

After watching the film, guests can enter the exhibition hall next door for a closer look at two models from Maison Margiela’s 2022 ready-to-wear collection seen on the runway. Also on display is that of Maison Margiela Snatched origami-inspired clutch bag made with traditional Chinese weaving (using the Nanjing Yunjin imperial brocade technique) as part of a project for the 130th anniversary of Vogue China.

Luxury brands and cinema have unquestionably gone hand in hand for decades. In this case, however, Maison Margiela has taken the art form a step further exploiting the cinematic experience as a marketing tool for its younger Chinese audience. Given that 48% of moviegoers in China are between the ages of 20 and 29, Maison Margiela can use its in-store cinema as a marketing tactic to directly target Gen Z luxury consumers.

The French fashion house recently began providing experiential marketing tactics targeting Gen Z Chinese consumers, which they increasingly demand entry-level brand experiences that offer storytelling and comfort. In June and July of 2022, Maison Margiela opened two coffee houses in Chengdu and Shanghai respectively, which caused a stir on social media.

All in all, Maison Margiela’s spectacular cinema not only opens up a new way for consumers to engage with the luxury brand, but also sets a precedent for experiential marketing in the Chinese market.

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