About
"We works for present in the future." Various Associates’s design philosophy centers on rational optimization across architecture, space, products, and concepts, aiming to crafting an original and exciting experience. The studio engages in the design and research of high-quality, experimental projects. Starting with the programs of space, VA adopts forward-looking perspectives, conduct material research, employ open thinking, challenge conventions, and focus on details and refined quality to create unique value for each project. Every project crafted by Various Associates features its own distinct spatial identity. Additionally, as a collaborative platform for artists and designers, Various Associates seeks to merge creativity and technology to explore the past, present, and future, pushing the boundaries of design creation.
As a creative design studio, Various Associates continually explores and creates new possibilities. Its design services encompass commercial and retail spaces, F&B, exhibition spaces (for cities, enterprises, and cultural and fashion purposes), complexes, hotels, schools, public buildings, single-family houses, urban planning, and more. It strives to propose new solutions from fundamental and energy consumption perspectives, including material research, product R&D, and design. Cross-disciplinary cooperation remains a key direction for Various Associates. So far, it has won numerous prestigious international design awards, and its works have been frequently featured in various professional media outlets worldwide, including FRAME, Domus, Wallpaper, Archdaily, Designboom, and gooood, etc.
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Adidas Asia Pacific Flagship
Location:Seoul ,South Korea
Client: Adidas
Project category: Interior design/facade design
Featuring the "Home of Sport" concept, adidas has opened its first Asia Pacific flagship store in the unique and bustling shopping district Myeongdong, a must-visit spot in South Korea.
Various Associates, the only Chinese design firm that participated in the flagship design, partnered with adidas to extract local Korean elements and blend them with adidas brand personality, creating a "home of sport" with closer connections and deeper resonance with local customers.The store integrates into the bustling streets of Myeongdong, where diverse types of business and public activities takes place.
Surrounded by the cooking aroma among small stalls, this flagship creatively conveys the core value of friendliness and inclusiveness from the overarching concept of "Home of Sport".
Cooperating with different parties across countries virtually among the pandemic has presented several major challenges for Various Associates under a limited time frame: How to interpret the concept of "Home of Sport" and combine it with the local culture? How to meet the display needs of massive product volume and varied VM(Visual Merchandising) tool combinations? And how to design based on the rules of the existing ceiling track system and VM display system, and deliver managed design upgrade of details. Among them, a primary goal is to creatively translate the brand concept into spatial expression with local characteristics.
The new facade design language extends the block outline of traditional Korean architecture while seamlessly blending in with the facade of the original building. The concise and clean layers with dynamic lighting effects emerge from the lively streets as a pure and dazzling scenery of Myeongdong.
The triangular supporting truss work added to the ceiling track was inspired by stadiums, adding a sense of airiness to the original ceiling design. The varied ceiling treatments effectively create a sense of boundary from above, dividing the open product display combinations on the ground floor almost instinctively.
The colorful banners hanging in the atrium area aim to recall the feeling of sports arena, a homage to adidas' dedication to providing professional sportswear and care for all kinds of sports.As the key display area of the adidas Originals, the blue space on the second floor not only displays the classic products but also contains a flexible pop-up area for special occasions. The large area of classic blue strengthens the spatial layers, and the three-dimensional graphics are another important element. As a way to honor local cultural elements, various traditional patterns embellish the space, such as perforated screens with custom traditional patterns, laminated glass tabletop casting playful shadows, and so on.
The display area of adidas Originals, an extremely classic and representative collection, features professional display of a large amount of shoes. Metal grids are adopted to introduce natural light effectively in without letting in too much interference from the outdoor signboards, which is also convenient for the flexible placement of shoe racks.
The three-dimensional patterns are applied on the perforated screen to imbue a local charm, which also enables better visual accessibility of products as well as a subtle division of boundaries for each area. On the other side, the shadows of surrounding display panels are cast onto the products under focus lighting, forming a joyful fusion.
As a world-renowned top sports brand, the adidas flagship in Seoul conveys the concept of "Home of Sport", which is originated from sports, rooted in culture, and values inclusivity and diversity. The design respects and highlights adidas brand culture as well as the local culture, inherits the brand DNA, meets the practical needs of the brand, operators, and other parties involved, and establishes a benchmark in retail space design.
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