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.
Contacts
New cooperation: contacts@various-associates.com
Press: info@various-associates.com
Wechat:wanshesheji
Instagram:various_associates
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Co-founder
Press
Material Development
VA ( lab )
SO(what)
Year: 2021
Location:Chengdu, China
Client: So(what)
Project category:
Interior design/facade design
Prelude
Don't know
Don't care
I choose what I like
So what?
Taking "Don't know, Don't care" as the core brand values, (SO)What advocates that every female can find her own dressing style in the boutique, and represents the unrestrained and independent characters of contemporary females.
As conceiving this iconic fashion boutique based in Chengdu, Various Associates focused on how to truthfully express and reinterpret the unique local cultural context through design approaches. After thorough considerations, the design team turned to the profound opera culture in Chengdu, as there is a popular folk saying that Shu Opera is the best in the world.
The project faces the northwest of Taikoo li across the street, with a steady stream of people passing the door. Without barriers at the front, the square double-height facade offers pedestrians a direct view to the store from a distance. The special geographical location forms a favorable spatial relationship for optimizing the view and interaction.
Drawing inspiration from the local profound play-watching culture, Various Associates took "Stage" as the design concept. The team maximized the unique site advantages to build a dynamic stage that integrates modern technology and dramatic tension, hoping to bring customers multi-sensory immersive spatial experiences.
Act One
Watch a Play
The focus of the facade design was to capture the attention of all passers-by at a glance. For this purpose, Various Associates removed the original enclosed facade to maximize the display surface. The team adopted pure, direct and dramatic design approaches, and brought in giant suspended rotating screens as the core of the design.
The suspended rotating laminate panel weighing over 7 tons was a great challenge yet breakthrough. In addition to suspending the structure in the lightest way under limited conditions, the designers worked to ensure the flexibility and multiple rotation possibilities for the giant screens.
After communication and cooperation with multiple professional teams, Various Associates eventually realized a screen structure that can rotate 180 degrees horizontally and move vertically with electric control. The giant screens at different angles produce a boundless feeling in the limited interior space.
he giant rotating screen is like the stage background of a play that can change freely. Randomly-switched dynamic elements and multiple angles of inclination are combined, to create a distinctive intuitive experience in the space.
Below the laminate panel suspended stainless-steel clothes rails equipped with light sources. The rails' height can be adjusted freely based on the height of the laminate panel.
Act Two
Changing stage background
Suspended in the air, the giant variable screen, just like the stage background, can directly shift the scenes according to different spatial atmosphere and brand elements, and can convey changeable and magical dramatic effects in a modern manner.
Changing images on the large screen and music create an immersive experience, thus generating a stunning and fantastic atmosphere in the space.
Clothes hung on the stage sway gently as customers walk by, appearing more free and graceful. The light and colors on the display screen are reflected on the stainless-steel clothes rails, showing harmonious coexistence and interactions of different elements.
Act Three
Leading role
Roles are the soul of a play. Various Associates believes that people are the most important part in the space, and hopes that customers are like protagonists on the stage. The difference is that everyone is performing their own stories, showing unique individual characteristics.
Where there are people, there is a stage.
The customers who are walking and selecting their favorites under the "stage background" are like the leading roles on the stage, displaying their distinct aesthetic taste and personalities.
The unique structure and circulation of the main space enables diversified spatial functions to surround it, making it easy for flexible shift between different functions, such as brands' products release conferences, cross-sector activities and fashion shows.
(SO)What upholds the unrestrained and independent character of contemporary females, which indicates the brand's core values. In response, Various Associates created a cool, fashionable, and tasteful spatial atmosphere through the strong contrast of white and black hues and the giant variable screens, to interpret the brand's original intention.
he giant rotating screen is like the stage background of a play that can change freely. Randomly-switched dynamic elements and multiple angles of inclination are combined, to create a distinctive intuitive experience in the space.
Below the laminate panel suspended stainless-steel clothes rails equipped with light sources. The rails' height can be adjusted freely based on the height of the laminate panel.
Act Four
Black, White, Silver
The pure, endless and multi-layer black is another highlight of the entire space in addition to the large screens. The black tone makes other colors exceptionally clear and vivid in the space.
Colored objects in the space are especially clear and bright. Conspicuous and dramatic visual effects are created as people wearing clothes with different colors walk in the space.
The silver area hidden in the black and white space switches between the virtual and the real as the sense of boundary vanishes. It interacts with any color brought in. The silver lamp on the ceiling brightens the whole space like a light beam from outer space.
Act Five
Details
The geometric forms are complemented by black and white hues. The mirrored black area generates a multilayer space with illusionary reflections, producing a breathing and dramatic spatial experience.
More details are reflected in the collision between different gray shades and the textures of materials.
Ending
The design reveals free and flexible expressions based on quiet, sedate and rigorous spatial structures.
Various Associates expected to explore multi-layer spatial expressions and experiences, to break the sole attribute of traditional retail space. The design of this fashion boutique fully responds to the brand's concept. Innovative, bold and design techniques are demonstrated in the rigorous, free and flexible spatial system. Through integrating brand culture with functions, structural breakthroughs, aesthetics and multi-sensory experiences, the design team explored and brought more possibilities to the space.
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