Fishing cards make oriental elements tide

Recently, the “Nine-Year” image store of the “Nine-Year” Nanjing Central Shopping Center opened newly. This is by far the largest and most comprehensive ninth-generation image store, symbolizing that the “fishing” brand has entered another new era.

From 1997 to 2018, the 21-year-old "fishing" has been changing, and the mission and vision of "fishing" has become clearer and more focused. To make the tide of the oriental elements, this short and powerful seven words not only reflects the initial heart of "fishing" but also the direction of the future of "fishing". To this end, the "fishing" team lasted two years, devote themselves to the development of the ninth-generation image program, and for the first time created the "West-shaped East" art living space.

How to make the oriental elements tide? How does the ninth generation store image reflect this? In order to gain a deeper understanding of the creative ideas behind this, this interview specifically interviewed Elvis Tong, one of the founders of “fishing”, from his expression to explore the original intention of the nine generations of the program, and feel the essence of the design of the nine generations.

(F below stands for "Fishing" and T stands for "Elvis Tong")

F: What is the overall style of the ninth-generation shop image of “fishing”?

T: As we all know, we have been working hard to make "fishing" into an oriental element combined with fashion, tradition and modern clothing brand. Up to now, we have made this idea clearer, that is, "to tide the oriental elements", this is "fishing" A new definition, our ninth generation program is to reflect this. The color of the ninth-generation shop image is relatively bright, creating a sense of youth, fashion and trendy.

I always think that the fashion design of mixing oriental elements is the most fashionable and most vital, so the overall image of the ninth generation shop plan is to go in the direction of youth and tide, plus "fishing" itself has accumulated for more than 20 years. The experience of Eastern culture exploration, we believe that we can tide the oriental elements, which will not be copied.

F: How to locate the image of the ninth generation store?

T: Regarding the image of the ninth generation of stores, we propose such a design concept - to be a commercial brand with Designer feelings. The designer's feelings we refer to are not specific to a certain individual, but a style of the brand. Similar to the independent designer brand, its personality and style are more prominent. In general, independent designer brands are dominated by designers, small in scale, small in style and relatively free, which is different from commercial brands.

“Fishing” has a certain commonality with a designer brand as a commercial brand, and what we do is to enlarge this part of the commonality. The designer's feelings of "fishing" include the design style and individuality, as well as the pursuit of fashion and culture, reflecting the higher level of aesthetic pursuit of "fishing".

F: If you want to define the "tidal" in the "waves of oriental elements", how would you elaborate?

T: How to understand the "tidal"? I think the tide has its commonality. First of all, it is liked and recognized by young people. Secondly, it jumps out of the traditional conceptual framework, has its own distinct style and characteristics; more importantly, it can promote its attitude towards life. Clothes are not only for wearing, but also an expression of emotion.

What we mean by "tidal" does not mean "street tide". "Dancing the oriental elements" refers to the re-creation of classic elements, designing clothes suitable for modern people, and letting the classics enter the public eye. For example, the Neighborhood made the denim into the Tang Dynasty and the brand-name “Made in China” concept, including the cheongsam we brought to Mr.Miss, a member of Mr.Miss last year, with the jazz stage. It seems very trendy, and these are part of the tide we want to express.

F: How do you emulate the oriental elements in the store?

T: The atmosphere of the store is created to constitute an artistic expression, so that people can feel the same concept of our expression, thus forming an emotional resonance. As for how to express, the specific way is to form a unique feeling through the collision and mashup combination of different elements, and then complete the transmission of emotions.

For example, the store has modern white tiles, old Shanghai wooden cabinets, European-style glass floor lamps, and Chinese blue prints. The combination and collision of different elements, seemingly random but exquisitely designed display, not only will not let People feel chaos, but instead present an ancient and modern, traditional and fashionable sense of harmony.

For example, the blue printed sofa, the fabric uses the blue printing process of Jiangsu Nantong, and the overall shape is very European; look at the old Shanghai cabinet, the typical Shanghai style, but also in the modern tile wall background is also very harmonious, which is where A kind of collision, and there are collisions everywhere in the nine-generation shop.

The original hand-painted murals at the entrance of the mountain, the theme comes from the Chinese classical mythology book Shan Hai Jing, but the color and form it expresses is the illustration style that contemporary young people like, and this collision is very tidal. The color of the picture is very beautiful, as many as twenty kinds, and at the same time, it is integrated into the graffiti art technique. The lines are bright and smooth. Look carefully at the dragon, tiger, bird and other elements in the painting, and have a strong Chinese style. This painting is the epitome of the entire nine-generation store space, which covers the essence of the entire store style.

F: A lot of decorations have been added to the nine-generation shop. How do you consider it when you choose?

T: Of course, every piece of decoration is carefully selected and designed. The standard of choice is what we think is beautiful, including ceramics, furniture, and painting, to create a feeling of life experience. They are different in style, but they are harmonious in the same environment. This kind of harmony and collision, breaking the original order and reorganizing the way to achieve a more fashionable and more impactful style is a mashup.

In addition to tiring the store, we will let customers experience the fun of treasure hunt in the store. Many decorations in the store can be sold, and customers can buy it on the spot. There are other brands in this life experience hall, but we have our own characteristics that represent our style.

Elvis Tong tells us that the reason why we have always advocated cultural renaissance is to hope that young people can pass on these. A viable, future-oriented brand is definitely what young people like and is willing to pass on. Therefore, in order for young people to like young people, it is necessary to meet the aesthetics and preferences of young people. If you can tide the oriental elements, it is a very interesting thing. This "tidal" is very individual and cultural, more thoughtful, and our clothing is about to move closer to this aspect.

"The use of Chinese culture is not a simple pile-up. There is still a long way to go. We must make the oriental elements tide and become a brand that young people like. First of all, we must create an environment and atmosphere. The ninth generation store image is A new attempt, the design of the style of the clothes will continue to work in this direction, so stay tuned," Elvis Tong said.