ANTEPRIMA opens a new chapter in Taiwan with the opening of its first new-concept store at Shin Kong Mitsukoshi Xinyi Place A8, in Taipei. A new space that interprets the brand’s identity through an immersive retail project, where contemporary design, transparencies, and delicate color tones create a welcoming and refined atmosphere. The boutique is conceived as a place to connect with the creative universe of ANTEPRIMA, transforming the shopping experience into a journey through aesthetics, craftsmanship, and personal expression. The opening brought together partners, media, and friends of the brand, with the special participation of Taiwanese actress Nikki Hsieh. 
Joyful Park: a light oasis in the heart of Taipei
Created in collaboration with the BISTRAIT architecture studio, the new concept store is inspired by Joyful Park, a space idea conceived as an urban oasis where one can slow down, explore, and rediscover beauty through a sensory experience. 
The sakura pink tones, the installations in translucent acrylic, and the plexiglass displays arranged on multiple levels define a bright and delicate environment. The transparent surfaces and play of light recall the distinctive brilliance of the WIREBAG, the brand’s iconic accessory. The result is a space that combines visual lightness and design research, shaping a contemporary aesthetic where every detail contributes to telling the identity of ANTEPRIMA.
WIREBAG, the icon that tells the ANTEPRIMA universe
At the center of the creative project remains the WIREBAG, a symbol of the brand and interpreter of an elegance that combines versatility, light, and character. 
For Izumi Ogino, creative director of ANTEPRIMA, the boutique is not simply a place to display collections, but a space capable of conveying the essence of the brand through all five senses.
“The free and spontaneous brilliance of the WIREBAG accompanies every moment of daily life. Each visit offers a new encounter with a different color or expression. This is the inexhaustible joy of the WIREBAG,” says Ogino.
A vision that is reflected in the Taipei concept, where architecture becomes an integral part of the experience and accompanies the visitor in discovering new nuances of the Maison’s most representative accessory.
ANTEPRIMA strengthens its presence in Taiwan
The opening of the new space is part of a growth path that sees ANTEPRIMA consolidate its presence in the Taiwanese market. In addition to the boutique at Shin Kong Mitsukoshi Xinyi Place A8, the brand is also present at Shin Kong Mitsukoshi Nanxi and Shin Kong Mitsukoshi Taichung. 
Three destinations that express a common vision, based on the meeting of contemporary elegance, aesthetic research, and enhancement of artisanal savoir-faire. 
Looking to the future, the brand confirms its commitment to creating accessories capable of accompanying the style and personality of its clients. An objective that Anthony Keung, chief executive officer of ANTEPRIMA, summarizes with a wish for the women of Taiwan: “My sincerest wish is that every elegant woman in Taiwan owns at least one WIREBAG of her own!”. 
With the new Taipei concept store, ANTEPRIMA thus renews the dialogue with its audience, transforming a commercial space into a design and lifestyle experience. A place where light, color, and craftsmanship come together to tell an idea of contemporary luxury that is light, dynamic, and personal.
