French athleisure brand, K-Way has opened its first Hong Kong store at Pacific Place. The brand marks a new chapter for its Asia retail market, entering one of the premier lifestyle hubs of contemporary luxury in the city. Offering women’s, men’s, and kid’s apparel, the new store showcases a range of outerwear, sportswear, bags, and accessories from its timeless label Le Vrai to its innovative and luxurious label, R&D.
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In celebration of the opening, an inflatable art installation created by French artist Cyril Lancelin exhibits in Pacific Place. Dedicated to the heritage of K-Way and first showcased at the new BasicVillage during Milan Fashion Week in September 2022, the fusion of lines makes up K-Way’s logo from afar. The dynamics of the sculpture lead to a kinetic experience, playing on the intersections of shadows and lights that immerse the public into a surreal scenario.
Source: K-Way
In addition to the attendance of Lorenzo Boglione, Executive Vice-President of BasicNet Group, K-Way’s parent firm, 100 guests including fashionistas, friends and family (Kayla Wong, Sophy Wong, Merry Lamb Lamb, Declan Chan, Jessie Li, Pitar Leung, Bambi Leung, SaltyEgg, Bird Tse and others) of the brand participated in a flash mob activity at the heart of Pacific Place, highlighting Lancelin’s work. Gathering around the sculpture and dressed in K-Way’s signature windbreaker Le Vrai 3.0 Claude, the unique moment captured the essence of the brand’s new chapter in the city.
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Taking up one of the prominent units on Level 1, the multicolor neon light window installation makes the store visible from afar, drawing customers with its vivid and welcoming entrance. The ceiling also echoes with the recognizable three-colour (yellow, orange and blue) tape on the zipper of the Le Vrai label.