The Houdini brand was founded in 1993 by Swedish mountaineer and female designer Lotta Giomofelice.

Previously, women have been increasingly visible at the helm of major brands such as Piaget, and Jaeger-LeCoultre, as well as at independent brands such as DeWitt, Speake-Marin, and Moritz Grossmann. What role do they play in this male-dominated luxury sector? What changes have they brought to the brands?

The new FREITAG store is located in a 1980s building on Lane 319 Jiaozhou Road, far from the busy commercial areas of West Nanjing Road and West Beijing Road in Jing’an District, and surrounded by ordinary residential houses.

The new ultra-luxurious hotel is expected to complete renovations in 2025.