Harrods wants to enter the Chinese market.
The British luxury department store is launching its first private members club in Shanghai, Harrods announced on Thursday. The location for ‘The Residence’ is the colonial-style ‘Cha House’ in the center of the Chinese metropolis.
The aim is to accommodate 250 interested parties who will be able to enjoy the use of the premises and participation in events such as wine tastings, master classes and networking evenings. Memberships start with an annual fee of 150,000 renminbi (around 19,000 euros).
Nothing is missing at Harrods’ first private members’ club: a newly designed dining and lounge area in the historic building serves English cuisine with an Asian twist from British restaurateur Gordon Ramsay. Rare wines and spirits are also served. Works by artists such as the Chinese painter Qu Qianmei, which have already been exhibited at London’s Halcyon Gallery, build a bridge between cultures.
In addition, the private club will have a bar area, entertainment rooms and terraces available exclusively to members. The interior design should also reflect international flair with local accents: wall panels are modeled on Chinese fans, shiny brass columns are reminiscent of the Art Deco style period. Floor tiles and lamps made of Italian Murano glass reflect the western villa style. A ceiling decorated with gold leaf in the ladies’ room completes the luxury experience.
China has become increasingly attractive to many companies due to its growing status-oriented middle class, which is increasingly choosing luxury goods. They seized the opportunity to strengthen their local presence. Traditional fashion houses that exude a Western flair seem to be particularly popular.
