Harrods is launching the Harrods Studio, a three-day activation during Shanghai Fashion Week, and prepare the Harrods Residence, a private, personal-shopper-only venue opening here in December. The Residence is a new format from Harrods on top of the recently opened outlet in London’s Westfield and H-Beauty, and a concept that the company hopes to roll out in other Chinese cities. From Oct. 14 to 16, Harrods built multiple studios in the penthouse of The Middle House to broadcast livestreams, while also hosting industry panels and a cocktail.
The Residence, an invitation-only Shanghai space, will be located next to the Modern Art Museum in Pudong, and will consist of a number of private personal styling rooms and a larger communal area for VIPs to meet with their friends. In and around Shanghai, there are over 100 high-net-worth clients but in China overall a few thousands. A Chengdu Harrods event last year saw 300 clients fly in to attend. The Residence will not keep any inventory on site but will instead rely on Harrods’ relationships with the brands to pull product from brand stores. Personal shoppers will prepare items beforehand and have them sent over to The Residence, ready for VIPs on arrival.