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COMPASS MAGAZINE, June 2003

IDEE DEPARTMENT STORE 480, Shr Jeng (Shih Cheng) Road

Touting 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.