Corneliani's first fully-owned store in China launched by Proximity Live and APAX

The two agencies, both focusing on prestige brands and affluent consumers, have partnered to offer Corneliani event solutions for the official opening of its flagship boutique at the Citic Square Mall in Shanghai on 16 April as well as the Italian brand's autumn/winter fashion show.

Cristiano Corneliani, the brand's global sales director, said he sought agencies that could clearly communicate to Chinese audiences the brand’s past and Renaissance heritage.

The two agencies are tasked with the conception and execution of all aspects of the brand's events, including media relations and digital outreach.

Corneliani has been present in China since 2008, but this is the brand’s largest store, and first fully owned one, out of 40 distributor-led ones in 24 cities.

The fashion house plans to open 11 more stores this year plus a further 20 over the coming three years, Corneliani said. China currently represents 15 per cent of the brand's sales.