Postcard from... Hong Kong


How many glitzy parties does it take to open a shop? In Hong Kong the answer is many – and lavish, celebrity-filled revelry at that. For European luxury goods brands seeking to make their mark in the city, it is all about excess. From Gucci and Louis Vuitton to Prada and Fendi, flamboyant, opulent events are what le tout-Hong Kong expects when it comes to new store openings.

Classic French brand Longchamp made sure it was in the swing of things with the grand presentation of its largest store in Hong Kong last week.

A spot on the world's fourth most expensive street is certainly a good reason to celebrate. And Longchamp's new Canton Road store boasted a ribbon-cutting, two champagne receptions, a huge party for 500 guests and a seven course dinner. I do hope you feel sorry for me. Hong Kong actress Carina Lau graced Longchamp with her presence when the store was "officially" opened by Canadian model Coco Rocha – the face of the company. At this 3.30pm bash, guests with champagne in hand hobnobbed with Hong Kong's finest models and actresses. And, as Chinese tradition requires, giant bouquets of flowers graced the doorways and windows to wish the store good luck.

Hong Kong is known for its party atmosphere, so Longchamp had to keep the home crowd happy. And from fashionistas to fashion bloggers, all seemed enchanted with the result.

As one dapper party-goer revealed on his way to the dance floor, Beijing inaugurations consist of a glass of champagne, a congratulatory handshake and that's all, folks! Whereas in Hong Kong "they can go on all night". Or all week, it appears.