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Nov
2012

A tale of two ‘homes’

The concept of a brand ‘home’ is not new to China, and Shanghai in particular, Dunhill opened their home on HuaiHai Road in 2008 to great acclaim. Others have tried to make their stores in modern shopping malls feel like homes, but to be frank, they will always be seen as, and feel like a store.

The challenge in creating a ‘home’ here is, as elsewhere in the world a combination of the building itself and its location. To create a home from home, one needs a certain level of isolation and an opportunity to create…

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