Personas, labels, symbols...In the prevailing consumerism era, when businesses are creating endless concepts to target the market, a call for "back to self without definition"is holding up the banner of breaking boundaries while gaining ground in this wave.

RuirUiruI from Shenzhen Jijie Design is the epitome of this. As a fashion brand founded in 2019 by a Chinese designer, RuirUiruI regards genderless, ageless and classless as its cultural carrier with RENAISSANCE, UTOPIA and INSOUL as the brand DNA in the saturated Chinese clothing market. Up to now, it has expanded its commercial footprint in Shenzhen, Nanjing, Chongqing, Chengdu, Zhuhai, etc at an amazing speed. At the same time, WE DESIGN is invited to create its newly opened Houhai Harbour store in Shenzhen.

Scene rhetoric to empower clothing art

What’s the relationship between space and clothing as two different art forms? How can they be integrate better? As a background to showcase clothing, how can space deliver vibrantly the brand culture? How can designers play well the role of invisible sales? After the systematic consideration of business closed loop, WE DESIGN notes that the fashion language carried by clothing that serves as a daily necessity needs revealing through a specific context, mood and interaction. This is a kind of scene rhetoric under the experience economy. 

The 'Remains of the Future' in time dislocation, Step into RuirUiruI's undefined script

The brand gene of RUI, whether it is the defiance to the inherent culture, the deconstruction of utopia freedom, or the INsoul’s brand vision, all shows a distinct attitude: To boldly explore the unique true self without being defined by styles. Thus, inspired by the Procession of the Magi of Benozzo Gozzoli, the designers have divided the narrative into four scenes of 'the Remains of the Future' - the Castle Theatre, the Humanistic Knights, the Flexible Armor and the Rugged Mountain through an aesthetic language that blurs the old and new. By doing so, the exploration spirit contained in the space can be transformed to strengthen brand’s core and differentiated memory.

"There are a thousand Hamlets in a thousand people’ eyes. The open narrative experience behind each individual's desire to explore the mysterious 'Remains of the Future' is indicative of the undefined and unique soul of the RuirUiruI brand. So a scripted adventure of wonder embarks on."

Act I Castle Theatre
In the great round castle
A wonderful chivalrous drama is being staged
A pilgrimage from a distant time
reopens in the present day

Stripped of its normal way of thinking, the mysterious round castle opens the narrative of the space, infusing it with a secret yet sacred theatrical spirit. The moment you step inside, it feels as if the gyroscope in Inception has been turned. The scene in front of you becomes a real image in a dislocated time and space, and everything around you is frozen in time but emits a deep reverberation.

In this setting of the remains of the future, the designers simulate a classical narrative through an unfamiliar lens, attempting to construct the viewer's imagination of a future utopian world on a visual and perceptual level. Therefore, the two narrative languages are interspersed here: modern frosted acrylic on the one hand, and antique imagery of an ancient castle on the other.

The story is set in the context of a Renaissance pilgrimage. The soldiers, armed with weapons and mounted on horses, symbolize the pilgrim forces following the Star of Bethlehem. The spirit of exploration and adventure is metaphorically echoed in the RuirUiruI brand DNA.

The construction of the Knight Theatre outlines an artistic experience that goes beyond the everyday. In response, the designer says: "The routine theatrical exhibition desires to challenge stereotypical styles. Like the fashion unisex at the heart of the RuirUiruI brand, the construction of scenes outside the box brings about an infinite world outside the norm."

Act II Humanistic Knights
Turning back time, the humanistic banner-bearing
Soldiers came to the foot of the city walls
With a patchy footprint
They vowed the conquest of the land beneath their feet

Beneath the spatial surface of the "broken walls", a silent and quiet force emerges. On closer inspection, the vintage image connected through the figure sculptural installation and the surrounding incomplete stone walls seems to display a fragment of the rise of Renaissance humanism. This change of scenery from one step to the next makes each corner an uncharted territory to be explored, which is worth appreciating.

During the Renaissance, with the rise of 'humanism', the value and creativity of the human being was highly recognized, and abundant portraits of people emerged. The designers have incorporated them into the space to convey the spirit of the RuirUiruI brand - to challenge convention, to explore oneself and to be the master of style.

"Clothing need to draw on a sense of reading, a situational model and a contextual vein, so that the fashion codes that lie behind them can be successfully locked." From the material treatments polished by time, to the renaissance self-spirit convey, to the RuirUiruI symbol on the cool black carpet, the brand's pioneering sense of independence wanders, spreads and exits everywhere in this territory.

Act III Flexible Armor
Stepping into this uncharted territory
The brave soldiers of adventure
Put on their own "armor of honour"
Declaring the triumph of self-exploration

Walking here, a metallic arc as a wild and passionate expression, is constructed as a strong visual sensation. "Here, clothing is the armor and the art becomes the weapon that accompanies it. In this interesting combination, fashion and art illuminate each other, enhancing the inner meaning of the brand."

At the same time, the metal and stone support frame transforms the dull and bland display method. It is also like a world filled with a new order, where inclusiveness and versatility come together, breaking down the definitions of rules and regulations while adding a unique beauty to the product.

"In this restless new era, how to not be defined by the masses? How can we become unique self? How to return to the originality of a child? With the spirit of courageous exploration, we hope that everyone who walks into RuirUiruI can put on the armor of their own selves and tap into their inner flexibility."

Act IV Rugged Mountains
As if a rugged mountainous terrain
Ragged, rough and cracked
Tracing the ruins forgotten by time
But on closer inspection
In this seemingly 'old-fashioned' context
There is a 'novel' beauty that defies definition

The three-dimensional and irregular 'mountain' scenery is carved with the original mottled material pattern on one side, and connected with the free will of the future on the other. The design language that blurs the old and new make each step of the spatial experience collide with art and reality, releasing a novel possibility after breaking away from the constraints of style.

The clothing hanging on the shelves are more than just conventional consumer goods. They have become a distinctive fashion spirit symbol and a powerful statement of RuirUiruI's genderless culture in the process of the blend in with the space.  

Stepping into the fitting room, the mirrored surface outlined by a streamlined metal border is once again inscribed with the brand's cultural footprint in a pioneering aesthetic treatment. "In terms of design, the power of this spatial language comes from a high-profile defiance to traditional forms. More directly, it creates a unique way for consumers to communicate with the brand and clothing, while vividly expressing the brand's unique ethos: unique and resilient."

How to balance the two art forms of space and clothing? how to convey RuirUiruI's pioneering vision? In the hotly popular online market, WE DESIG works to construct an extraordinary "theatre experience", instead of chasing trends. This allows consumers to walk into the remains of the future, to explore, interact and perceive in a unique brand atmosphere, thus realizing the business value of the interlocking scenes, products and brands.

Of course, as a unique venue filled with RUI's DNA, it extends to a wealth of possibilities beyond the imagination: more derivative narrative experiences, and more unique and pioneering souls will expand outwards with RuirUiruI's no definitions. Ultimately, this will allow more people to explore their own "fashion scripts" beyond the fashion of inherent culture.