Abercrombie & Fitch is the latest international brand to open doors at Harbour City. Its Hong Kong flagship showcases a new prototype store concept from the American apparel company – the first of its kind outside of the United States.

“Hong Kong is an extremely important market for us,” shares A&F Brand President Stacia Andersen, “that’s why we built the first international prototype store here. It’s a great opportunity to showcase who the new brand is, while also learning more about this market.”

HK urbanites may recall the brand’s previous address on Pedder Street. But the two locations could not be more different. “The Pedder store was focused on the image of the brand, the history of the building and on really being a beautiful space,” explains Andersen, “This store was built for just the customer.”

This focus on user experience and customer engagement is evident in every aspect of the new store, from swanky fitting rooms with adjustable lighting, music and charging stations to well-distributed cashier counters for easier access. Even the waiting area is an oasis that boasts panoramic views of Victoria Harbour.

Abercrombie & Fitch will also launch unique products only available at the Hong Kong prototype store, including a soon-to-be-released Chinese New Year collection.

Text: Tenzing Thondup
Images: A&F, Gigi Ip