Facelift gives grand old lady niche appeal

It could be too much of a radical change for regular tai-tais. But for the young and hip, the niche brands and the art and technology-driven new look of a 155-year-old department store are likely to be difficult to resist.

Lane Crawford's Pacific Place branch, which reopens today, has been renovated into a luxurious hang-out following last year's high-profile opening of its IFC flagship.

The double-storey Pacific Place branch, which cost $120 million to renovate, has dumped the routine mannequins and replaced the traditional window display with creative installations by renowned local and international artists such as Jade Jagger, the London-based creative director of British jeweller Garrard. The luxury jeweller is also making its Hong Kong debut at the store. Inside, the store is clearly divided into sections with different themes, each featuring interactive visual projections to entertain customers.

David Riddiford, president of Lane Crawford, said the company did not see fellow retail stores such as Seibu, which has a branch at Pacific Place, and Harvey Nichols, as direct competitors.

Mr Riddiford said the Pacific Place branch targeted a different group of consumers - those who are more into 'young, contemporary and chic' shops.

'We are not there to compete.