Chow Tai Fook modernises retail experience with new concept store in HK

Chow Tai Fook Jewellery Group has unveiled a new concept store in Hong Kong, showcasing Chinese culture and exquisite craftsmanship which align with the brand’s values.

The new concept store, occupying 2,880 square feet of prime retail space on Queen’s Road, Central, the new concept store celebrates Chinese history and design, while infusing modernity across the collections and overall customer experience.

This revitalised retail presence and elevated customer experience marks a significant milestone for the Group as it continues to deliver on the multi-year brand transformation announced in April 2024.

Located in Central, Hong Kong, the reimagined store delivers an evolved, end-to-end customer experience. Embracing a gallery-like aesthetic, the concept store showcases the jewellery collections as treasures, while allowing customers to fully immerse themselves in the contemporary allure of Chinese heritage and design.

"The new store opening in Hong Kong marks a pivotal milestone in the evolution and contemporising of the Chow Tai Fook Jewellery brand. We take immense pride in unveiling a space that epitomises modern elegance while embracing our rich heritage, a story that began in Guangzhou in 1929," said Sonia Cheng, vice-chairman of Chow Tai Fook Jewellery Group.

"Through this new concept store, the launch of our five-storey Shanghai flagship store in 2025 and the reimagined retail spaces to follow, we are delivering on a commitment to bring Chinese culture and craftsmanship to global customers. The new concept store masterfully translates our legacy into contemporary jewellery, inviting customers to immerse themselves in the intricate allure of our creations,” she added.

The new concept store also comes with a collection-based interior crafted in partnership with designer Sue Loughry, and the brand's iconic "timeless red" as its signature colour.

The colour palette reflects the brand’s Chinese heritage and cultural significance of red in Chinese tradition, according to the release. Distinctive wall features and graceful curves create a spacious and stylish atmosphere, while soft lighting and elegant wooden accents elevate the presentation of Chow Tai Fook’s jewellery, inviting patrons to perceive the pieces as true works of art in a welcoming environment.

"Designing the store involved a complete brand reimagining, to invoke emotions of comfort and discovery in the customer,” Loughry said. “We removed physical barriers to create an alluring atmosphere, with dedicated associates offering a bespoke experience for customers.”

To enhance the celebratory experience, the group is launching an in-store exhibition from 10 to 24 September, showcasing selected artefacts that are steeped in history and reaffirming the group’s commitment to showcasing Chinese artistry and cultural heritage to the world.

MARKETING-INTERACTIVE has reached out to Chow Tai Fook for more information.

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