Shanghai Tang @ Cathay Cinema
1932 Cathay Theater (see an old picture on post “Ligths on Huaihai Lu”), a movie theater on Avenue Joffre (today Huai Hai Zhong Lu) was one of the anchors of the French Concession. It was designed by Hungarian architect CH Gonda, a less famous countryman of Laszlo Hudec, who also designed the Bank of Communication building (Bund 14) and the Capitol theater (now part of the Rock Bund project). The Art Deco theater had one large room originally seating 1080 people, with 30 rows. Friend who were in Shanghai before me fondly speak about the original Art Deco interior, including “couple seats” that could, interestingly enough, seat two people next to each other without separation. I have never seen it, as the cinema was ruinovated in 2003,with the large room split into small ones and original inside lost forever. Despite the survival of the building’s outside, many Old Shanghai enthusiasts very pretty scared of seeing this piece of architecture and history surrounded again by scaffolding in the beginning of the year. Turns out that the result, the new Shanghai Tang flagship store is much better than expected.
Richemont’s Shanghai Tang is one of my favorite clothing brand. Originally started by HK designer David Tang in 1994, it was purchased by the international group in 1998. The brand is strongly influenced by Chinese fashion from the 1920’s and 1930’s which is surely why I like it. It is noted for its use of bright colors and references to Old Shanghai in it’s shop design. Shanghai Tang store music was for a long time “Shanghai Lounge Diva“, one of my favorite CD’s. Considering that Shanghai Tang already had a shop a few meters up the same street and that the Richemont group also occupies the 1920’s twin villas on 796 Huai Hai lu, only a few blocks away, the move is not surprising. Previous attempts of the group at Old Shanghai buildings renovation was definitely a good sign.
Since most of the cinema interior was destroyed in previous renovation, the inside it totally modern. Architects have had to cut the store space into several parts to fit the specific of the building, giving more charm to the whole shopping experience. It is somewhat comparable to former HK Shanghai Tang store on Peddler Street. The nice surprise is the stair cases coming up from the cinema entrance. It is difficult to judge whether they are the original cinema staircases that were previously hidden or a modern re-creation (the original theater had no balcony, but they could have been stairs leading to above offices or projection room that were previously hidden). In any case, the Art Deco design really fits the original style and and fashion of the time of the building construction. Somebody really made an effort for this part and it shows, creating an atmosphere and a real connection between the store and the building. The main entrance hall of the theater has also been renovated in somewhat art deco style separately from the store. I guess designers where not the same, as the new inside mock-up Art Deco is much less stylish as the upstairs store.
The combination of Cathay Cinema and Shanghai store shows that combining old Shanghai building and modern retail requirements are possible in a tasteful way. Hopefully it will inspire some more projects in the area.