Fashion brand Ambush (part of the New Guards Group) has opened its first stand-alone store in Hong Kong. The monostore is located in The Landmark Mall, one of the most prestigious downtown shopping destinations.
The store has a futuristic style, reflecting the vision of the brand’s founder and creative director, Yoon An. The flagship store features both the latest ready-to-wear collection and collaborations, including a line with Nike Air Adjust Force.
“Hong Kong is one of the earlier and consistent markets to sell Ambush from our beginnings as a jewelry line, and progressively as we expanded into a full collection. I’ve had the pleasure to visit Hong Kong numerous times, and I am thrilled to see our business expand here with the opening of the Hong Kong Workshop,” commented Yun Ahn.
The interior of the Ambush store uses neutral tones and stainless steel, and the floor is decorated with domed fixtures and rounded curves. In addition, the designers have adorned the tables with A-shaped chains, a reference to the brand’s jewelry past. The store also has an area dedicated to Ambush’s virtual space in the meta universe.
Ambush is among the most popular modern fashion brands thanks to its fresh approach to fashion and experimental design. The brand was founded in 2008 as a niche jewelry brand. Today, Ambush fans include Lady Gaga, A$AP Rocky, Rihanna, Kanye West and major stars of K-pop music groups.
