Vita Fede is getting a taste for retail. The jewelry brand founded by CFDA member Cynthia Sakai recently partnered with established Taiwanese retailer TAST Boutique for its first pop-up shop in Taipei’s Huashan Cultural and Creative Park, a central area that supports the arts.
“We wanted an interactive space so that the guests could build a relationship with the brand,” Sakai said of the pop-up. “The first floor featured hand-made clouds, ornate chandeliers, and a selfie mirror to encourage social engagement while seamlessly taking you out of Taiwan and into the world of Vita Fede.”
The second story of the store featured an equally innovative visual display, where pieces from Vita Fede’s ‘Titan’ Collection, a bestseller and signature style for the brand, are encased in clear hanging bubbles that gracefully dangled from the ceiling.
The vision for the elegant two-story shop – Sakai’s first one – was executed by Hoa-Chun Cha, co-owner of TAST Boutique, thanks to his extensive background in architecture.
The collaboration also included commissioning striking work by Eszter Chen, a visual artist born in Taipei and raised in Los Angeles. Working with Chen was a seamless process for Sakai, who comes from a similar Asian-American background. Chen produced large-scale, vibrant floral paintings that covered the exterior of the building, in addition to smaller custom artwork and prints for sale.
While Chen used a floral theme to celebrate the beginning of spring, she also utilized these motifs to incorporate concepts of feminism and diversity. Chen branded her work with #GRLPWR messaging in support of women’s empowerment, and illustrated hands in different skin tones to represent how the Vita Fede brand transcends age, race, and culture.
Sakai was proud to display her designs alongside the outspoken artist’s bold work. “Taiwan’s journey in advancing women’s empowerment demonstrates that promoting gender rights strengthens democracy,” the CFDA member said. “In 2016, Taiwan elected its first woman as President in Tsai Ing-wen, accomplishing a milestone that many countries have yet to reach. Vita Fede is a global brand that supports the message of women’s empowerment, as the movement has no borders.”
Sakai sees the Asian market as one of vital importance to future growth. She also recently opened a similar pop-up in Osaka, Japan.
“We are so grateful for the relationships we’ve built in this market throughout the years,” she said. “Asia is such a strong market for us from a sales perspective because our partners in the region have really believed in us. Asian retailers show their brands support unlike any other continent. Having direct contact in the region is important to gain knowledge of what is trending and what styles are selling, as well as what they’d like to see more of – the mutual support is beneficial to everyone.”
When asked what advice Sakai can give to other designers trying to tap into this crucial marketplace, Sakai said simply: “Stay true to yourself and your brand values!”
