EP YAYING Shanghai flagship store / Architecture Franklin Azzi
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Text description provided by the architects. Faithful to his passion for meetings and creative collaborations, Franklin Azzi united his vision with that of artistic director Serge Ruffieux to establish a new architectural concept for the Chinese ready-to-wear brand EP YAYING.
Reflecting the iconic label’s approach in the revival of luxury and Chinese heritage – the name EP YAYING means “pledge of quality” – the two Parisian designers have appropriated Eastern cultural references and skills to define a new contemporary aesthetic.
Their creative tandem has given birth to a program of spaces dedicated to experience and stroll, which, from Shanghai to New York, cultivates an oxymoron in every detail. The raw beauty of materials, such as jade and concrete, is combined with the elegance of the lacquer and embroidery work. Between the association of rough and smooth surfaces, matte and shiny colors, the traditional mixture of materials of Chinese craftsmanship, the shops reveal their singularity in a play of contrasts between austere simplicity and maximalism. The fashion and accessory collections are displayed around a graphic structure in a grid of gilded metal tubes, in which slabs of rough stones of different shapes and colors are suspended or held, like an interior landscape reinforcing the impression of the poetic antithesis between the different elements.
The architecture of the shops, whether in a new or existing building, like the old colonial house completely renovated in Shanghai, favors transparency, openness to the outside and the integration of nature. The spaces of the fashion brand merge with the public space in a principle of fluid sophistication.
From floor to ceiling, including furniture and changing rooms designed as transition and exhibition spaces in dialogue with the ensemble, Franklin Azzi and Serge Ruffieux have designed an unusual journey, made of aesthetic and sensory resonances.
A way for architects and fashion designers to create a dialogue between modernity and craftsmanship in an original approach which makes each new EP YAYING store a place in its own right.