Faithful to his taste for encounters and artistic collaborations, Franklin Azzi joined his gaze to that of fashion designer Serge Ruffieux in order to design the new architectural concept of the Chinese ready-to-wear brand EP YAYING.
Echoing the approach of the emblematic brand of the revival of luxury and Chinese heritage - the name EP YAYING means "guarantee of quality" -, Franklin Azzi was inspired by references from oriental culture and know-how to invent a new contemporary aesthetic.
From their creative tandem was born a program of spaces dedicated to experience and strolling which, from Shanghai to New York, cultivate the oxymoron in every detail. The raw beauty of materials, such as jade stone or concrete, is combined with the refinement of lacquer or embroidery. Between the combination of smooth and rough surfaces, matte and shiny colors, the historical hybridization of materials specific to Chinese know-how, the shops reveal their uniqueness in a game of contrasts between purity and maximalism. The fashion and accessories collections are staged around a graphic mesh of rough stones of different shapes and colors, suspended or supported by golden metal tubes, like an interior landscape reinforcing the impression of poetic antithesis between the elements.
The architecture of the boutiques, whether they are part of a new or existing building such as an old colonial house entirely rehabilitated in Shanghai, favors transparency, openness to the outside and the integration of nature. The space dedicated to the brand joins the public space in a principle of fluid urbanity.
From the floor to the ceiling, passing through the furniture and the fitting rooms designed as transition and exhibition spaces that can communicate with the whole, a unique journey has been imagined, composed of aesthetic and sensory vibrations.
A way for the architect to resonate modernity and know-how in an original approach that makes each new EP YAYING store a living space in its own right.
Visuals ©: Matjaz Tancic