Exceptional Aesthetic Life

Fang Fang of Guangzhou

"The exception of brand connotation is an interpretation of consumer culture," said Du Yu Zhou, President of China Apparel Association in November 25th. This is the representative of Chinese original culture to drive brand development.

Du Yuzhou is a new exception in Guangzhou. Esthetics At the opening ceremony of the "Fang Fang" store, this sentence is said, and now friends from the industrial and art circles have begun to choose books here.

This is the result of the collaboration with the Taiwan sincere bookstore.

In 2005, Mao Jihong went to Taiwan, and Taiwan's sincere Bookstore overturned his impression of bookstore. The book was carefully selected, and the atmosphere of reading was elegant and comfortable.

The trip to Taiwan was only seven days, but he spent four days in the sincere bookstore, and returned 21 boxes of books. At the same time, a dream became more and more intense: introducing the sincere bookstore to the mainland.

Finally, after years of planning and preparation, Fang was unveiled in Guangzhou.

Here, Fang has carefully selected 40 thousand kinds of mainland, Hong Kong and Taiwan for readers. Books and periodicals And nearly 10000 English publications, including design, art and architecture books are rare in China.

"We need to let book lovers easily find books and find friends." Tan Baijuan, director of operations, said that the choice and recommendation of books should create more value for customers.

In fact, not long ago, 5 triple bookstores in Guangzhou were closed down, but Mao Jihong opened a 1800 square meter Bookstore beside Hermes store, selling books and selling clothing, coffee and creative goods.

Mao Jihong did not have any profit targets for salesmen. Here, we should create a place where consumers desire to belong and pass on a brand-new idea of cultural life.

So, there are both young and young people wearing cotton and flax, and also have the Chanel, Gucci's heroes. On the opening day, Yang Li, Liao Weitang and Yang Jiaxian, three of the two sides of the Straits, recited their poems. Writers such as Luo Yijun, Xu Zhiyuan, Liao Yimei, Bi Feiyu, Yang Zhao, Ouyang Yingji, Yang Kui, Yang Kui, ",", ",", "Ge Fei", "Mao" and "Mao Jian" will also come to speak in succession.

"Attract people with common interests, drink coffee, buy some clothes and creative products while reading and chatting, and consume a slow life." Some readers say so.

"Bookstores should be the most temperature city landmarks." Mao Jihong said Fang Fang Practice The exception is fifteen years of accumulation and understanding, which is also an exception to the gratitude and feedback of her birthplace, Guangzhou Yangcheng.

In fact, in the past fifteen years, the exception has always been the creator of contemporary culture, art and lifestyle.

At the moment, the story of "life is beautiful" begins.

Global aesthetic life

Yes, with the unveiling of the veil of the side, the exception is the exception of the 15th anniversary Hongkong porcelain artist Xie Shuting.

In 2006, mark coco, a founder of the exception, met Xie Shuting's porcelain costume that reproduced the real sense of clothing and texture.

Xie Shuting was invited to use the unique Oriental Art - porcelain clothing to illustrate the fifteen year old story.

Then Xie Shuting started his own business. A literary creation Inspired by the classic clothing style of the past years, it has been fired into a porcelain coat. By analyzing the process of porcelain making, the glaze changes with the outline of the garment and the texture changes in the flame, so the real clothes are hidden under the bright porcelain.

From this, we can see that fifteen years from the "made in China" to "Chinese design", and the continuous exploration and experiment from the east to the world.

On the other hand, on the opposite side of the porcelain exhibition, that is, the left hand side of the door is the exception area of 350 square meters. Continuing to walk, it is a 500 square meter life aesthetics Museum, specializing in selling creative products for life, cat handbags, Japanese porcelain, and small professional records of wine tasting, delicacies and travel.

This includes more than 60 brands of environment-friendly life from all over the world, of which 40 are the first to introduce China.

For example, Yamamoto Teruji group's brand Y 's for living' is here to tell stories about life and life. Their nightgowns, linen home clothes and other products all come from original fabrics and are elaborately produced, which is suitable for their comfortable and interesting lifestyle.

On the evening of 25, the "exception 15th Anniversary Conference", the exception was the first to introduce men's clothing. When the model with long hair and strong music walked across the T stage, the audience applauded loudly.

"I hope this activity will show every beautiful moving moment to the guests and the audience from three different dimensions of design, culture and art." Mao Jihong said, and from auditory to visual, from plane to image, from traditional crafts to contemporary aesthetics, step by step, traversing culture and art, thinking about life and even the meaning of life.

Chinese aesthetic philosophy

In fact, "what we need to do is to surprise consumers." Mao Jihong said that his mission has always been to carry forward and spread contemporary life aesthetics based on Oriental philosophy.

"We need to have our own understanding of modern civilization, and the world needs a new way of Chinese aesthetics." He said.

Japanese designer Lssey Miyake's motto "I am Explore The spirit behind kimono gave him great influence: the most ethnic and the most international, and the brand ties of Chinese designers were in China.

So he put forward the slogan "looking for the aesthetics of contemporary Chinese life". Search: refers to the past we have, but now may be replaced, we want to find it back; contemporary means that in contemporary China, it is different from the essence of ancient China; Chinese Life Aesthetics: remind everyone to realize that we should pay attention to Chinese culture; self embodies our confidence in Contemporary Chinese Aesthetics.

This is a complex system. "Now China, we know her height, and know her width, but do not know her character," Mao Jihong said. This character needs us to shape.

He believes that the greatest attraction of Chinese culture is tolerance. "If we have to use one word to describe China, it should be" China. " Mao Jihong said that the expression of Chinese clothing should be a combination of flexibility and rigidity.

"Our ultimate pursuit is truth, goodness and beauty," Mao Jihong said. "Simplicity, origin, nature, harmony between man and nature are all our philosophical pursuits."

So, he and his team felt with heart, instead of deliberately designing or planning anything. "You are the flower that opened in March, and you will open in March. You are the flower that opens in May, and it will be opened in May." He said.