White in the East has always been a concept. From the techniques of line drawing in Chinese painting to the intention of leaving blank with ink splashing, until the status change to conceptual "emptiness" from “white” by means of religion, can be a milestone upgrading of collective thinking. Modern western architecture also uses "white", but the western white is a logical strategy to lighten or give up, which is simple and "straightforward" with less concept. "White", was born in the East.

Review the preach of “white” in Zhuangzi’s The World of Human（Ren Jian Shi）：the emptiness and cleanness make a room well-ventilated while the peaceful heart brings wellbeing. At that time, "white" still had some substantial content on the brink of nihilism, such as silence or the meaning of useless. It's also the wisdom of ignorance. The interpretation of "white" by Zhuangzi's is actually a functional appeal. He tried to use "white" to explain a kind of flexible relationship. "White" is his way of life.

Therefore, we take this kind of "white" and put it in a fixed environment to frame a building. It is not to show, in essence, the extreme simplicity of popular modernism design (but it does not refuse or care either). What it expresses is calm. No matter the role settling of a small building in a narrow street, or the expression of a new brand in its beginning, the sense of calm and openness are all the decisions at the beginning of thinking and drafting. This kind of decision is greater than and controls all forms of the whole scheme afterward.

What we are talking about is a kind of "white" in the creative process which is divorced from the formal logic. Therefore, it develops "meaning" and then forms "environment" with techniques.

ZS is a new brand focusing on the pure white (black-grey) T-shirt and sweater category. At the product technology level, it was deep plough in fabric technology, pattern, sewing, and closing. This logic of product is of deep architecture, which naturally becomes our principle in the architectural space construction techniques of the project. In the design background of the above concepts, our technology focuses on pure rational physical construction such as rationalization of material organization and setting, function construction, optimization of spatial dynamic line, closure of materials and structure, passive energy conservation of buildings, etc. While the architecture and interior space release the clear rational tension because of the expressed desire in the form of relief.

But, in the design circle, internet celebrity is a neutral existence. It is a complex and ambiguous context, just like a writer’s judgment, “Real literature refuses the title as a best-seller.” What he means is that the attraction of huge followings reveals its superficial contents. Sadly, it exists obvious logical error. The phenomenon of huge followings could only deduce that the consensus has been achieved in a very short period, not the depth of the content (no need to list examples here). So, if we take it in words like: real design refuses web celebrity, the implied word of superior sense should be --- not care.

In this way, when changed into “Real literature never cares the title as a best-seller.”, “Real design never cares about web celebrity.”, it does look much better.  There always exists human nature in trending phenomena, forming a trackable undercurrent form the bottom. It needs some skills to trace and summarize the general rules in it, the same to those Internet celebrities, let alone those riding the tides. We should neither be driven by trends, nor the context. This is our attitude, pure as white.