EP YAYING - JIAXING

The Chinese brand EP YAYING called on Franklin Azzi to design the new architectural concept of Shanghai, Jiaxing, New York's flagships, and an architectural bible to deploy the brand in 300 international stores.

Reflecting the approach of the iconic label in the revival of luxury goods and Chinese heritage – the name EP YAYING means ‘pledge of quality’ – Franklin Azzi drew from Oriental cultural references and know-hows to design a minimal/maximal concept. This approach resulted in a program of spaces dedicated to experimentation and strolling, cultivating oxymoron in every detail, and evolving uniquely with each new store.

The architecture of the boutiques - in both new and existing buildings - focuses on transparency, openness to the outdoors and integration of nature. The space dedicated to the brand joins the public space in a principle of fluid urbanity. The raw beauty of the materials, such as jade and concrete, is combined with the elegance of lacquer work and embroidery. The boutiques reveal their singularity in a play of contrasts between stark simplicity and maximalism, between the association of rough and smooth surfaces, matte and gloss colors and the traditional mixing of materials of Chinese craftsmanship. From floor to ceiling, through the furniture and changing rooms designed as transition and exhibition spaces in dialogue with the overall scheme, an unusual journey was designed, composed of aesthetic and sensorial resonances.

A means for the architect to bring modernity and craftsmanship into dialogue in an original approach that sees each new EP YAYING boutique as a unique venue.

Artistic collaboration: Serge Ruffieux, fashion designer

Awards:
Architizer A+ Awards 2022, finalist in the Retail category
Dezeen Awards 2022, longlisted in the Large Interior Retail category
Frame Awards 2022, nominee