Schiaparelli, under the visionary direction of Creative Director Daniel Roseberry, has embarked on a bold new chapter with “Through the Keyhole,” its inaugural retail exhibition in Asia.
Now open at Shanghai’s prestigious Plaza 66, this one-of-a-kind event transports visitors into the heart of the storied Parisian fashion house, offering an immersive journey through Schiaparelli’s rich history and revolutionary collections.
A New Era in Asia
The pop-up marks a significant moment in Schiaparelli’s expansion strategy. “It’s a great step in the renaissance of our Maison,” says CEO Delphine Bellini, describing the exhibition as both an artistic and commercial triumph. Plaza 66, one of Shanghai’s most iconic malls, provides a fitting backdrop for the Maison’s philosophy of exclusivity and grandeur, aligning perfectly with Schiaparelli’s heritage of bespoke luxury.
The exhibition is not merely about displaying garments—it’s a full sensory experience. The façade, adorned in Schiaparelli’s signature black and gold, showcases three of the Maison’s emblematic codes: the Keyhole, the Anatomy, and the Measuring Tape. These symbols evoke Elsa Schiaparelli’s pioneering spirit and are integrated into every detail of the exhibit, offering a tactile connection to the fashion house’s illustrious past.
Unraveling the Mysteries of Haute Couture
Upon entering the vast gilded keyhole structure at the centre of Plaza 66, guests are invited to explore the surreal world of Schiaparelli. Trompe l’oeil elements of moulded mouths, torsos, and ears embellish the walls, conjuring a sense of otherworldly beauty—a hallmark of Roseberry’s haute couture. The space unfolds into intimate alcoves where jewellery, accessories, and select pieces from Schiaparelli’s recent Haute Couture collections are displayed, bridging the gap between past and present.
Central to the exhibition is the recreation of Schiaparelli’s legendary Place Vendôme salons, designed by architect Jean-Michel Frank for Elsa Schiaparelli herself. From the white-wrapped mouldings to the plaster sconces, every detail mirrors the Parisian elegance and avant-garde spirit that defines the Maison. Visitors can browse a curated selection of ready-to-wear pieces, including tailored coats, trompe l’oeil dresses, and denim that nods to the house’s signature black-and-white monochrome palette.
A Bespoke Experience
In addition to the exhibition, Schiaparelli offers visitors a chance to experience Roseberry’s latest collections firsthand. Iconic pieces from the Spring-Summer and Fall-Winter 2024 collections will be on display in the exclusive private suite lounge of Plaza 66. Guests will have the opportunity to try on these runway masterpieces, making this a truly personal and interactive event.
For those seeking an educational experience, Schiaparelli has ensured that its legacy is well-documented throughout the exhibit. Tour guides are on hand to walk visitors through the history of the house, while videos from Roseberry himself provide insight into the creative processes behind his iconic designs.
A Lasting Legacy
Schiaparelli’s expansion into China is more than a business move – it’s a celebration of art, fashion, and history. Elsa Schiaparelli’s revolutionary approach to design continues to inspire new generations, not only through the Maison’s boundary-pushing collections but also through its bold moves into new global markets. From her collaborations with artists like Dalí and Cocteau to her transformation of ordinary objects into fashion masterpieces, Schiaparelli’s influence on 20th-century fashion cannot be overstated.
For those lucky enough to visit Plaza 66 between October 18th and November 6th, “Through the Keyhole” offers an unforgettable voyage into the surreal and luxurious world of one of fashion’s most iconic houses.
