"That modern way includes design influences from around the world. Take, for example, guest designer (from Jooi) Trine Targett. "When designing for SL, I like blending aspects of my Scandinavian background with Asian culture; what works is that we put together different styles and then integrate the details."

A sentiment with which London-born, Hong Kong-based trends' forecaster Neena Chow-Masters agrees: "SL taps into a motherlode of possibility by a combination of clever market research and quality control." Chow-Masters believes that "this label has identified the key aspects of design, favored by both foreigners and locals alike, and combined them in a way that becomes a Chinese experience while remaining reassuringly Western in terms of the materials used and branding".

Marketing-speak aside, SL offers more than just a few funky placemats and gift boxes. "We now present a bigger range of products for sophisticated homeowners," says Lim, referring to this season's foray into furniture and home accessories. The new collection features designs inspired from the Ming dynasty, 1930s Shanghai art deco, as well as contemporary influences. The two-seat ISOLA sofa (RMB 4,900, in red or black) is part classical Chinese, incorporating in its design feng shui principles (the back of the piece resembles a waterfall); part modern, the wooden legs are sleek and raise the sofa to a sufficient height to allow qi to flow freely under and around it. This item may be a bit short for foreigners to stretch out on, though its length will accommodate the urban dwellers' need to conserve space.

Of course, Simply Life still carries its hallmark range of painted bone china, tableware, crafts, linens and silks-at its Dongping Lu outlet-at relatively high prices. The hedgehog-shaped stationery holder (RMB 258), is affordably priced and, not surprisingly, a best-seller.

In any case, Lim says the new store is not just about products. "It is also a reflection of renewed commitment from Simply Life to create designs that perpetually redefine 'modern China'."

Simply Life
Location1: Unit 101, No.159 Madanglu, Xintiandi
Tel: 021-63875100

Location2: No.9 Dongpinglu, by Hengshanlu
Tel: 021-64311134