Ep Yaying Opens First U.S. Store at American Dream Mall

Ep Yaying, the Chinese high-end womenswear brand, has opened its first U.S. store at American Dream, the mega retail and entertainment complex in East Rutherford, New Jersey.

Located in The Avenue, the mall’s luxury wing, Ep Yaying’s store occupies the same corridor as Saks Fifth Avenue, Hermès, Saint Laurent, Tiffany & Co., Dolce & Gabbana, Mulberry and Jonathan Adler, among other brands.

The 3,200-square-foot store was designed by French architect Franklin Azzi, who also created Ep Yaying’s concept store in Shanghai. Themed “Dialogue and Balance,” the store design draws on traditional Chinese references and Western minimal forms. The long and narrow store space is divided into two sections, with slabs of precious natural jade and porcelain-textured rocks acting as dividers. Supported by black metal tubes, the rough stones create shelf space for Ep Yaying’s ready-to-wear, accessories and made-to-order collections.