BOSS Collaborates with “The Little Prince” for Limited-Time Store in Shanghai
Shanghai, China – In celebration of the Qixi Festival, also known as Chinese Valentine’s Day, luxury fashion brand BOSS has partnered with the timeless French novella “The Little Prince” to create a limited-time store in Shanghai’s Grand Gateway 66. From July 6 to July 16, visitors will have the opportunity to immerse themselves in the dreamy and romantic atmosphere inspired by the beloved story.
The limited-time store’s design draws inspiration from the iconic illustrations of French writer and aviator, Antoine de Saint-Exupéry’s “The Little Prince.” With a cosmic blue background, the store replicates various scenes from the story, including planets, roses, and wheat fields inhabited by foxes. The intention is to transport customers into the enchanting world of the little prince and evoke a sense of romance and whimsicality during the Qixi Festival.
The entrance of the store prominently features the BOSS brand logo, accompanied by a giant blue planet reminiscent of the little prince’s planet, B-612. This visual motif guides guests as they embark on a journey to explore the captivating fairy tale world within. The store also includes a rose shop and golden wheat fields, providing the perfect backdrop for the co-branded series on display. To enhance the immersive experience, the space is equipped with multiple augmented reality (AR) interactive mechanisms.
To kick off the festivities, a special event was held on July 6 to commemorate the 80th anniversary of “The Little Prince” and generate excitement for the upcoming Qixi Festival. The celebration was attended by several notable guests, including actors Zhang Binbin and Li Yitong, as well as singer and producer Li Zhuxian. Donning the BOSS x Le Petit Prince joint series, these celebrities embarked on a collective exploration of the little prince’s fantasy planet, further igniting the festive spirit.
The highlight of the joint series is the newly interpreted logo, where the little prince sits atop the letter “O,” mirroring his position on planet B-612. The collection features exclusive graphics that combine the BOSS logo with elements from “The Little Prince” story. These elements are presented on selected items as printed or embroidered patches, showcasing symbolic imagery such as the metaphorical rose, the little prince flying a red plane, and the fox as his loyal companion. This symbology conveys themes of love, courage, and self-mastery.
Fashion enthusiasts eagerly anticipate the release of the Qixi Festival limited BOSS x Le Petit Prince joint series, which will be available for purchase in China starting June 29, 2023. With its whimsical aesthetics and romantic undertones, the collection promises to capture the hearts of both “The Little Prince” fans and fashion connoisseurs alike.