by Iris Liu
24 March 2023
Story brief:
In February 2023, Chinese fragrance brand To Summer's first offline store in the southwestern region was under construction on Ci Tang Street in Chengdu, marking Chengdu as the fifth city to host a To Summer offline store after Beijing, Shanghai, Shenzhen, and Hangzhou. Unlike other fragrance brands, each of To Summer's physical stores is uniquely designed and tells a story, making them not just shops but also art exhibition spaces. The old town historical sites combined with fragrances offer an immersive experience of classical aesthetics.
Story in detailed description:
According to 36Kr Future Consumption (https://mp.weixin.qq.com/s/UMh1O1-K1qywAzc-dyXW5A), To Summer initially started with an e-commerce sales model and gradually expanded to offline stores after 2020. There are currently six independent stores, each with its own feature. The Beijing store "Guozijian" (The Imperial College of the Yuan, Ming, and Qing Dynasties) is located within a traditional courtyard; Shanghai's "Xianting" is set in a small Western-style house; Shenzhen's "Cifang" features a wall of ceramics; Hangzhou's "Xixi Living Room" is situated in the Xixi Wetland Scenic Area. The Chengdu store is located at the former site of the Sichuan Fine Arts Association, filled with an artistic atmosphere.
To Summer 's consistent unique site selection and traditional Chinese aesthetic decor make its stores a combination of fragrance and art. Each store's location tells a piece of historical story, attracting visitors to linger and appreciate.
Implication:
In recent years, domestic fragrance brands, especially those with Oriental characteristics, have gradually entered the public eye. While domestic brands are challenging to compete with the long-established international brands like Guerlain and Dior in terms of heritage, the unique Oriental scent of Chinese fragrances is a significant highlight. However, most domestic fragrance brands stop at this point. To Summer combines fragrance with traditional culture, offering a comprehensive aesthetic experience through visual, auditory, tactile, and olfactory senses, attracting many art enthusiasts and tourists. The craftsmanship conveyed by To Summer resonates deeply with every visitor.
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