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In a sleek corner of Chengdu's bustling commercial complex Yintai Centre in99, a new presence has emerged, quietly bold yet unmistakably refined. Set against a deep-black, double-striped backdrop, Fendi Casa's cloud-white logo gleams through wide glass windows, hinting at elegance within.

The store, featuring an eclectic furniture collection, which opened last month in the capital of Sichuan province, unfolds as an interplay of light, Italian craftsmanship and luxurious materials, creating a space where nature and design converse in hushed tones.

This two-story, 600-square-meter flagship, the first in Southwest China and the brand's second in the country, invites visitors into a carefully curated realm, where contemporary style meets Italian heritage.

"Stepping into the store feels effortless. It really aligns with the refined lifestyle that's becoming popular in Chengdu," says Huang Ling, a Chengdu-based lifestyle influencer known as Feixi Feixi.

Surrounded by the brand's signature furnishings — sleek beds, sofas, coffee tables and soft lighting — Huang was drawn to the clean, striking interior. "It looks simple but carries a strong sense of design," he notes.

This October, Chengdu's retail landscape was further transformed by an array of high-profile openings, with Fendi Casa's new flagship only the beginning.

On Oct 18, the sprawling 100,000-square-meter Chengdu Poly Time Edition officially debuted, marking a new landmark, while Montblanc launched its first concept retail space in China, a flagship nestled in the upscale Taikoo Li Chengdu on the same day. The German footwear brand Birkenstock also deepened its commitment to China by opening its first Southwest concept store in the same vibrant area.

For Huang, 36, who has more than 400,000 followers on social media platform Xiaohongshu, it is clear that Chengdu is evolving into a luxury hub. Over the past decade, upscale destinations, such as Chengdu International Finance Square and Taikoo Li Chengdu, have attracted a steady influx of luxury brands to the city. Now, its unique dynamism continues to draw high-end brands while prompting them to open larger, more versatile stores.

"About 10 years ago, major luxury brands started setting up in Chengdu and the trend has only accelerated," Huang observes.

"People think of Chengdu as laid-back — when it's sunny, everyone is outside enjoying coffee, tea or a game of mahjong," he says, smiling. "But there's a deep appreciation here for a refined, comfortable lifestyle and love for beautiful, high-quality things.

"In Chengdu, you also see visitors from nearby regions like the Xinjiang Uygur and Xizang autonomous regions and Gansu province, who come here for the shopping," he says, speaking about the city's growing draw across Southwest China.

The Chengdu Retail Business Association, in collaboration with Data Quest China, a big data application service provider for commercial real estate, released a 2023 Chengdu first-store economy development report, highlighting a new high for the city — 813 first stores of numerous brands that opened in Chengdu in 2023, marking a five-year peak.

This achievement secures Chengdu's position as the nation's third-leading city for new-store openings, trailing Shanghai and Beijing, and underscores its appeal and vibrancy as a major consumption hub in western China.

With Chengdu's retail sector continuing to fuel investments and expectations for first-store openings, this "first-store economy" is fast becoming a driving force, tapping into the city's consumption potential and invigorating its market vitality.

With the opening of its Chengdu store, Fendi Casa has solidified its presence in China's strategically vital market, CEO Alberto Da Passano remarks.

"After the success of our Shanghai flagship, Chengdu represents an exciting new destination; it's a key location for the entire central and western China market," he says.

Da Passano, who visited Chengdu to select the location, chose a prime spot in the city's financial district, featuring expansive floor-to-ceiling windows and a prominent corner layout.

"We have the opportunity to connect with a wider audience here that values Fendi Casa's philosophy of blending contemporary creativity with historical heritage."

He notes that the brand's strategy is not about maximizing store numbers but rather showcasing the brand in key cities, with current locations in Shanghai and Chengdu, while also recognizing the importance of prominent locations such as Beijing and Shenzhen, Guangdong province.

"Chengdu is a truly modern city with abundant green spaces," Da Passano adds, remarking on the city's commitment to helping people maintain a work-life balance.