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MAGAZINE, June 2003
480, Shr Jeng (Shih Cheng) Road
itself as "youthful, popular and creative", Idee Department
Store has opened its first Taichung branch on Shr Jeng Road, between
Henan and Hui Lai roads and within a few blocks of Tiger City and
Mitsukoshi Department Store. Catering almost exclusively to upwardly-mobile
young women between the ages of 18 and 35, this large, fashionable
establishment has 12 floors and one basement filled with products,
cafes and restaurants, plus 560 parking spaces on levels B2 to B7.
The interior decor has a very bright, contemporary, colorful feel
that sets it apart from competitors. Departments include cosmetics,
women's shoes, underwear and pajamas, bedding and pillows, sports
wear and jeans. There is even a basketball court on the eighth floor
and a men's wear section on the ninth. Boutiques, on the second
floor, include Ferre Jeans, Shiatzy Chen, Jill Stuart, and Missoni.
Among other represented brands and outlets are Dolce & Gabbana,
Lacoste, Prada, Aveda Concept Spa (5th floor), Mark Cross, Compagnia
Italiana, Esprit, and Rose Records (7th floor). The B1 level has
an attractive, cozy-feeling food court with a variety of outlets,
while most larger restaurants¡Xincluding Da Tang Shen Shr Cantonese,
Jogoya Japanese buffet, Wood Stone Italian and European restaurant,
and Bullfight¡Xare on the 10th through 12th floors.