LAGO opens its first single-brand store in China, in Shanghai’s city centre

A new LAGO Store has opened on the fourth floor of the Tiamantti Luxury Furniture Mall, nestled right at the heart of one of China’s largest cities. With floor space covering some 250 m2, the single-brand LAGO Store Tiamantti in Shanghai provides a strategic launch pad for the brand’s development in Asia. The new opening in China is part of LAGO’s latest growth plans and reflects its current interest in foreign markets, as well as signalling a new beginning for the entire sector. The Shanghai store features a fresh concept that showcases LAGO’s elevated designs, using complementary shapes, materials and colours. These instil a sense of calm and relaxation which changes the feel of the space, giving it definition but also fluidity. This creates empathy, adapting to the tastes and culture of the visitors to the store, while preserving its “made in Italy” hallmark. The 2020/21 collection perfectly complements LAGO’s most iconic pieces on show in the display area, which guides visitors through each room in the house. The standout features are LAGO’s use of noble materials like Wildwood, the Air range’s glass supports and the sophisticated XGlass finishes. There are elegant sideboards, feature wall units and consoles to accompany the tables, beds and bookcases, alternating between full and empty visuals, to tell the story of LAGO’s brand vision and language. The end result is a fluid, dynamic space that highlights the expressive freedom offered by LAGO furniture, plus all of its practical features. People are at the heart of the concept, which turns the creativity of the visitors into the real star of the show. “We’re really pleased about this new opening in a potentially huge market like China, with Tiamantti acting as a base for distribution in Asia,” explains Daniele Lago, CEO & Head of Design at LAGO S.p.A. “It’s the result of a process we started three years ago to become a more international brand. We’ve honed our strategy, splitting our products in two complementary directions, one simpler and the other more tailor-made and systemic. This has proven to be exactly the right approach with the new openings, because it drastically reduces the level of complexity and really speeds up sales acceleration. We’ve set some ambitious goals for the next few years – we want to have the same market share abroad as we do in Italy, where our market penetration is already excellent.”