On January 13, 2011, the Ordos flagship store officially opened in Beijing’s Chongwenmen area, marking a significant milestone in the brand's expansion. The opening ceremony was themed around the “Soft Art Tour,†showcasing the brand’s evolution from a cashmere manufacturer to a high-end fashion label. By integrating world-class resources and emphasizing the elegance of cashmere, Ordos aimed to offer a fresh and immersive brand experience for customers in the capital.
For decades, cashmere has been closely associated with Ordos, often seen as both its business card and a symbol of luxury. In the 1980s, the brand made it possible for Chinese consumers to enjoy the softness of cashmere, which had long been considered a treasure of the nation. In 2008, Ordos began its transformation, striving to elevate itself from a “cashmere brand†to a “cashmere fashion brand,†aiming to provide an even more refined and sophisticated cashmere experience.
The brand has expanded its offerings beyond traditional cashmere, incorporating fabrics like cotton and silk that mimic the soft texture of cashmere. International designers such as Ji Le Du Fuer and Yaen? Meng have brought their creative vision into the fold, highlighting the cultural essence of cashmere through art, nature, and the spirit of the grasslands. This approach ensures that the warmth and beauty of cashmere are felt year-round, not just during the colder months.
The “Soft Art Journey†encapsulates this philosophy, emphasizing the gentle and elegant qualities of cashmere. Through this journey, Ordos hopes to inspire people to embrace softness, tolerance, and refinement. As the new year approached, the brand aimed to bring a sense of comfort and sophistication to its customers, making 2011 a year of soft art and style.
The event featured a multimedia holographic performance titled “Soft Art Journey,†blending technology with art to celebrate Ordos’ 30-year legacy. From Paris to Beijing, the brand has continuously integrated global resources, creating a visually stunning experience that combines dance, video, and fashion. Models walked through the store’s space, bringing the concept of soft art to life and engaging guests with the 2010 Fall/Winter collection.
After the fashion show, Duffel, the brand’s creative director, interacted with guests, sharing insights into the season’s designs and encouraging them to participate in creating their own looks. VIPs were invited to experience the latest international fashion masterpieces, immersing themselves in the sensory journey of soft art.
The new flagship store in Beijing’s Chongwenmen area, designed by global luxury expert Yaen? Montby, reflects Ordos’ commitment to tradition and innovation. With a 480-square-meter layout, the space showcases a blend of fashion, culture, and design. The store’s artistic elements, including oil paintings and bookshelves, create a welcoming and elegant atmosphere.
Inside, the store features a freehand screen, large windows, and carefully designed lighting that highlights the natural texture of cashmere. The comfortable seating and well-fitted dressing rooms reflect Ordos’ dedication to customer care. As the brand continues to evolve, it remains committed to delivering the finest cashmere experiences, inviting everyone to join in the soft art journey and explore the beauty of fashion.
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