Following the success of the London Regent Street Windows project and 2012 Shanghai Windows Project, the RIBA (Royal Institute of British Architects) is working with the British Council and Chinese developer – China Xintiandi to develop an ambitious public design exhibition linking retailers in Shanghai that will also coincide with Shanghai Fashion Week.
The 'Design Your Style RIBA Windows Project @ Shanghai Xintiandi 2014' partners 10 RIBA small practices with international fashion brands located in Xintiandi to create eye-catching window displays of an architectural nature. The architects work closely with their retail partners to interpret and represent the brand in the form of a physical installation.
Internationally renowned architect, UN Studio is being commissioned by the developer China Xintiandi to create two gateway installations for the project: an extended corridor archway along Madang Road that frames the entrance to Xintiandi Style, and the entrance gate to Shanghai Fashion Week. Both installations use reflection to reinterpret the relationship between urban context and viewers, drawing on the interactive nature of the overall project.
The further 10 installations are equally engaging and playful, and will be distributed in shops around the Shanghai Xintiandi site. They include a giant origami tree sculpture for Davidson Tsui by Mamou-Mani and Arup Associates in which people will discover hidden treasures; a dynamic breathing fish installation by Laboratory for Explorative Architecture & Design (LEAD) for Sushibar Ichininmae; a series of interactive sound clouds by Nex for fashion brand Exception de Mixmind; an artificial woodland landscape by naganJohnson for lifestyle brand Tayoyha; a fabric mountain range by Haptic for Nordic inspired womenswear brand Ein; and an interactive fibre optic light forest by Divercity for the entrance of Rubis Spa.
All 12 installations will be on display in Shanghai Xintiandi and Xintiandi Style from 28 March – 5 May 2014.