I.T Blue Block first of colour-concept stores

A new fashion shopping experience based on colour motifs has been launched with the I.T Blue Block concept flagship store just opened in Hysan Place, Causeway Bay.

The Hong Kong multi-brand fashion house is rolling out five motifs: not only blue, but also I.T Red Room, I.T Green Gallery, I.T pink podium and I.T Yellow Yard, drawing on the colour story of the brand’s logo, created by New York design duo Craig Redman and Karl Mier in 2013.

Covering more than 16,000 sqft (1486 sqm), the sixth-floor store is I.T’s second-largest outlet on Hong Kong Island and offers not only fashion but also lifestyle products. I.T says the store presents an immersive, one-stop shopping experience. Rather than the usual linear path through the store, I.T Blue Block is divided into zones of fashion, F&B, homeware, shoes and accessories, and outdoor gear.

As well as dedicated counters for brands like Beams, Beauty&Youth United Arrows, Carhartt, Fred Perry and Journal Standard, the flagship offers a mix of apparel and footwear brands including 5cm, Andersson Bell, B+AB, Brownbreath, Frapbois, JeffreyCampbell, Mercibeaucoup and Rocket X Lunch. Seoul’s Myeongdong shopping street is echoed in the Stylenanda Pink Hotel shopping arcade.

Featuring in the F&B zone are Flipper’s, a Japanese pancake outlet making its Hong Kong debut, and Sweet Monster, a Korean popcorn and ice cream shop brought in by I.T a few years ago.

Colourful novelties feature in the homeware zone with such brands as Ban.do, Design Letters and Puebco, while the outdoor gear zone has products from Barrel, Burton and Fella.

I.T Blue Block also features the house’s first multimedia interactive zone.

Launching in 1988, I.T has 11 stores in Hong Kong.

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