Ascendas--creative, trendy, and open soon
By Xiao Min (Shanghai Star)
Updated: 2004-09-13 08:15

Most department stores try hard to attract big international brands and Ascendas Plaza, a new five-storey department store in Xujiahui has as its motto: "creative, trendy and personal".

Themes change as often as people upgrade their mobile phones and the world has seen the swinging 1960s, exciting 1970s, sentimental 1980s and techno 1990s zapping by. What will be the theme of the new century?

Todays lifestyle is urbanely healthy, youthful, fashionable and wholesome and the future is in the hands of a new generation of young designers.

In this new store filled with youthful creations, bods, and body-knits from Singapore's cocktail of products and services are on display alongside freshly juiced drinks, stylish hair cuts, elegant shoes and revitalizing cosmetics.

La Vie is a brand co-created by young designers from different countries. Chinese elements are widely used in this collection to highlight the "modern Chinese style" and "easy to wear".

Insh is a purely local brand founded by a Shanghai woman. The city's art, photography and music are her inspirations.

Ascendas Plaza will have a soft opening next month and its official opening will be in December.