Walking on water may be impossible, but with unstoppable passion, the possibilities are endless. Founders of concept store WOW (derived from the phrase ‘walk on water’), Celine and Maz, partnered together without any prior experiences in the fashion business in 2011. WOW is a select shop where all the items are handpicked by the 2 young dreamers. Always presenting itself as a place where the best of Hong Kong’s fashion force gather, WOW now can be visited at 3 buzzing locations – K11 shopping mall at Tsim Sha Tsui, Fashion Walk at Causeway Bay and APM at Kwun Tong.
Describing the beginnings of their shop, Celine and Maz said: “We realized that there weren’t many choices for Hong Kong consumers when they go shopping and we decided to bridge the gap by opening our very own select shop”. Inexperienced to the fashion industry, it was a personal challenge to operate a shop on their own. However, they followed their instincts and strived for only the best; from conception to completion. A channel to serve customers who love fashion and value the quality of clothing, Celine and Maz’s customers embody the same ethos as WOW.
Situated in K11 art mall, WOW is full of contemporary aesthetic fantasies. Impressing customers with vivid branding, the founders invited Pauline Yau, a graphic designer who graduated from Central St. Martins. Yau designed a bespoke graphic illustration, related to the products, for the interior design of the K11 store. With relaxing ambiance and curated products of ‘the most innovative and unique designer’s labels from Hong Kong’, a favourable shopping experience is created for their customers.
“We aimed to bring emergent labels, both local and overseas, to Hong Kong’s retail scene”
Celine and Maz, 2016
Style is the first thing Celine and Maz look for when choosing designers. They are in hope of a certain vibe and chemistry, when analysing a designer and their collections. Their tastes must match aesthetically, and the founders also appreciate designers with clear direction in what they do. Otherwise, it is difficult to build customer loyalty within the WOW brand.
Sourcing new talents to work with occupies a large part of Celine and Maz’s time. Fashion shows and trade shows are on their regular schedules to stay up to date on what’s new in the market and locate potential partners. Local brands like Sketcharound, HANG, The World Is Your Oyster, Röyksopp Gakkai, Kathy Lam Studio, Cafuné; and imported brands like Starstyling, DECO OUTFITTER, Vladimir Karaleev are all stored to amplify the fashion messages WOW conveys.
“We need to share similar values – we do not sell fast-fashion, we wish customers are purchasing a piece that they’d love to wear for years.”
Celine and Maz, 2016
With special thanks to Celine and Maz for their personal comments and press materials.
Visit the K11 store at 18 Hanoi Rd, Tsim Sha Tsui, Hong Kong.