AVENUE & SON // Various Associates

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Mission Identify: AVENUE & SONClient: AVENUE & SONLocation: Taikoo Li Qiantan, ShanghaiStatus: Accomplished in Dec. 2021 Space: 177 sqm +244 sqm Design Firm: Varied Associates Web site: www.various-associates.comLead Designers: Dongzi Yang, Qianyi Lin Design Group: Zebing Li, Yongliang Huang, Milly QiuPhotographs: SFAP, SHAWN from A&SVideo: Lulu from A&SStone Provider: Shanghai Yishehui Industrial Co., Ltd.Building: Shanghai Yubin Building Engineering Co., Ltd.Multimedia Provider: LEOXSkaters: Haonan Hu, Guohua Wang, PIKAI, Jeremy Hu, Xiao Yu, Wenkai Xie, Li ZuContent workforce: Xiaoxiao, Donis, Taye, WayneVideo: https://youtu.be/Ugk5BYK3FOA01From road to avenueAVENUE & SON is a skateboard model co-founded by 4 skilled skaters in Shanghai in 2014.

The model’s idea “from road to avenue” carries the pursuit of freedom and individuality, typical of road tradition.

Guided by skateboarding spirit, AVENUE & SON has turn into one of many international cultural crazes amongst kids with its road culture-rooted DNA and model idea. In only some years, AVENUE & SON has accrued thousands and thousands of followers and sponsored greater than 20 skilled skaters at dwelling and overseas.

The model is devoted to passing on the spirit of “fearlessness, freedom and perseverance” to the younger era.In such a context, AVENUE & SON’s first flagship retailer and road construction park are opened in Taikoo Li Qiantan, Shanghai.02Luxury and streetsIntegrating vogue, way of life, sports activities and artwork, Qiantan is a perfect metropolis mannequin zone developed by Lujiazui Group, and one of many future core areas of Shanghai.

Centering on the idea of WELLNESS, the industrial complicated Taikoo Li Qiantan combines longstanding luxurious manufacturers with road tradition, artwork with vogue traits, and exhibits a way of life represented by skateboarding.

Designed by Varied Associates, the primary AVENUE & SON flagship retailer in China is sited at WOOD HOUSE in Taikoo Li Qiantan.

The shop is built-in with the model’s street-structure skate park, which echoes Oriental Sports activities Middle (“the Crown of the Sea”), each representing essentially the most chill constructions within the space. Its relationship with the Oriental Sports activities Middle additionally makes this website extra playful and vital.03 The primary marble skate park within the worldSkateboarding, as one of many official sports activities of on the Tokyo 2020 Summer time Olympics, is now not a road sport unrecognized by the mainstream.

Varied Associates hoped to interrupt the stereotype that “road equals low cost”. Due to this fact, the workforce created the world’s first marble skate park to blur the standard boundaries between road and mainstream cultures, permitting guests to deal with the cultural and aesthetic elements of skateboarding. Moreover, the park additionally gives a inventive and high quality area for merchandise derived from road tradition.Within the context of present vogue traits, industrial venues are starting to embrace the road and supply out of doors exercise area for manufacturers.

In the meantime, younger shopper teams are more and more taking skateboarding as a trendy way of life. Designed by Varied Associates, the road culture-rooted skateboard park in Taikoo Li Qiantan, which gathers many luxurious manufacturers, is a response to the fusion of various cultures.04Public-led city commerceIn order to interrupt the boundary between tradition and commerce, the designers tried to strike a steadiness between luxurious and road.

Ranging from the youth’s ardour for sports activities tradition, the workforce conceived a gathering place for skaters, which is each outdoor and indoors, sensible and enjoyable. This marble skate park is a practical integration of road tradition and luxurious, and a big city public area in a industrial setting.The road-structure park carries a number of features for skateboarding, leisure, cafe and pop-up actions.

The out of doors marble kiosk is a espresso and beverage space, and the bronze AVENUE & SON brand is inlaid into the stone by conventional craftsmanship. The basic road gentle that represents the model’s road tradition guides the way in which via the evening.

As early as 2016, AVENUE & SON, as the primary consultant of skateboarding tradition in China, began partaking with shoppers in pop-up shops, and increasing the boundary of skateboarding tradition via various actions.

7 years later, the model has not solely attracted the eye of skaters, musicians, artists and different teams, but additionally has turn into the popular selection for younger folks. On behalf of Chinese language skateboarding tradition, it has interacted with many manufacturers from all over the world, akin to Louis Vuitton, Dior, Fred, Off-White™ and Palace, to convey new concepts.05Design language from outdoor to indoors“After we requested the founders of A&S the place they thought one of the best skate park was, their reply was ‘road’.

As observing their day by day actions, we discovered that steps, fences and even small ramps on the road have been the skate tracks they beloved and excelled at. Due to this fact, as approaching the design, we didn’t undertake curved slope generally present in skate parks, however utilized straight and indirect strains, that are extra inflexible, to interpret the weather of the road with an aesthetic language, and in the meantime to keep away from the protection issues attributable to curved areas,” Varied Associates defined.

The standard metallic folding door on the entrance is a memory and continuation of the outdated streets.

The fragile metallic slats imprinted with the model’s brand create a hanging distinction to the modern structure within the industrial complicated.The 2 staircases, along with a slight slope within the center, recreate acquainted scenes on the streets of Shanghai. The suitable top makes it potential for skaters to glide on the constructions, and likewise permits clients on the entrance to get a greater view of merchandise displayed at diversified heights.

The core ramp ingredient within the inside area originates from skaters’ day by day road routes.

Skaters can skate via the inside to the outside, which creates a particular expertise.Unified ramps and areas at indoors and outdoor, curved handrails, symmetrical higher and decrease slopes, in addition to tracks on the ceiling resembling highway markings, are supposed to combine road parts with the model’s DNA and spatial aesthetics, thereby producing a singular, interesting vacation spot that’s elegant but fashionable.Impressed by the way in which that streets’ names are marked, the aspect a part of stairs is imprinted with the model’s brand, birthplace and time of firm, which echoes the DNA from streets.06Display of product diversityBased on the model’s street-rooted DNA, the AVENUE & SON flagship retailer is a inventive platform that connects with road skateboarding group.

Its product design, fashions, LOOKBOOK taking pictures, video manufacturing and promotion campaigns have been all contributed by skaters. Video is critical for recording this cool sport, so the massive display displaying the model’s creativity is the soul of the area.

Behind the display is the garments show space, the place clients transfer alongside a round circulation route, which ensures the visibility of all merchandise and facilitate responsive product introduction providers.

The closed circulation route bypasses show stands of assorted heights and varieties, to separate show areas for footwear, hats, garments and skateboards, therefore realizing extra environment friendly procuring experiences.

Different practical areas akin to ready space, storeroom and becoming room are additionally hidden behind the massive display. The again aspect of the display is an A-shaped metal body, which extracts the “A” letter from the model’s identify.

Beneath the metal body is a seat, which may additionally serve for non permanent garment show.The core ramp just isn’t solely a pop-up space for cross-brand collaborative actions, but additionally a stand for presenting skateboards and different merchandise. It can be used for graffiti or graphic show. This inclusive and impartial “clean” space gives flexibility for collaborative occasions between A&S and different manufacturers, enabling numerous manufacturers to totally showcase their attitudes.

Considerable indirect strains generate wealthy visible results, and mirrored surfaces create a number of reflections that are seen by clients from numerous angles.

Opening the hidden storeroom and becoming room doorways, one other mirrored world dominated by indirect strains comes into view.07Skaters’ nightAs a number one Chinese language skateboard model, AVENUE & SON is growing a singular perspective of Chinese language skateboarding tradition. From road to avenue, the model stays free and various, rising unrestrainedly. Along with assembly industrial calls for and becoming into the model’s positioning, this mission is extra vital as an area for cultural exchanges primarily based in a industrial complicated.

By creating an open and inclusive area in Taikoo Li Qiantan, it permits folks of all ages to take pleasure in skateboarding and get to know the enjoyable of skateboarding tradition. Alternatively, the presence of the skateboard model brings extra vitality to the industrial complicated. It’s out there to be used each within the daytime and at evening.