The bathtub, the armchair or the washbasin are suspended from the ceiling, while the spider lamp “hangs” from the ground becoming a counter. This is the new conceptual store that the Marvis dentifriques brand has opened in Shanghai, its first establishment in the Chinese city. The space is not only a radical exercise of differentiation in retail, but an expression of the mission of the brand of giving a turn to consumer hygiene routines.

The store, called Marvis Shanghai Xintiandi Concept Store, has been developed in collaboration with the Lepub creative agency, and supposes the reflection of the creative universe of the brand, owned by the Italian company Ludovico Martelli. Marvis is known for its innovative flavors and formulations of toothpaste, attributes that it has sought to capture in this new space.

The store exhibits the full range of brand products, creating a multisensory experience that embodies Marvis’s spirit. The decoration, of Victoriana and Kitsch inspiration, is committed to a visual investment of 180 degrees throughout the space, altering the conventions of a commercial establishment. The break with spatial logic transmits dream and surreal sensations.
“Customers will be transported to a world completely the other way around that invests the rules of space and perception”, They point out from Ludovico Martelli through LinkedIn.

Beyond the decoration, the presentation of the products also seeks to be a reflection of their particular characteristics. In the store they can be found from the classic collection of toothpaste, to limited editions or the new range of mouth rinses. They are shown in an exhibition area with Italian aesthetics, while the visit is completed with a fragrance experience area where Marvis’s iconic flavors come alive on an olfactory trip that aims to stimulate imagination and senses.

The new Marvis conceptual store in Shanghai was inaugurated on September 19, and is an invitation not only to dive into an artistic purchase experience, but also in the visual universe of the brand and in its differential proposal towards consumers.