SHANGHAI FASHION MOVEMENT

The client for this project is a Chinese clothing manufacturer looking to create a singular shopping experience for three of their fashion lines: one designed by a ballet dancer; one a company inspired by military action wear; and a designer driven by technically advanced performance clothing.

Our proposal is to create a multi-brand concept that celebrates movement and change. This retail experience is set in a kinetic environment that adapts to creative cultural endeavors including fashion shows, art installations, media and entertainment events.

The architectural vocabulary is derived from two primary forms in Chinese culture: “The Oculus,” a circular form that stands for oneness and “The Proscenium,” a rectilinear frame that describes stability and order. In the context of this project, they together represent the wonderment of the human body. A system of flexible modular furnishings we call “transformers” facilitate a variety creative displays and events. The storefront windows feature robotic mannequins that can be posed to run, dance, climb and recline, connecting fashion with life.

We envision that this mixing of culture and lifestyle experience can be repeated with multiple brands and in different geographic locations.