YINJISPACE use media professional’s unique perspective,try to explore the essence of life behind the design works.

© logo 粤ICP备19077098号

YINJISPACE use media professional’s unique perspective,try to explore the essence of life behind the design works.

© logo 粤ICP备19077098号
MOJO STUDIO

AFGK & DONCARE

Yanshikou is a long-established shopping district in Chengdu, and the COSMO Fortune Center closed for renovation in 2019 and reopened to the public in 2022 with a new look of pioneering fashion.One of the highlights is the brand, A FEW GOOD KIDS (AFGK for short), a retail brand co-founded by rapper Ma Siwei and manager Zhang Chi, means “a small number of good children”.  MOJO STUDIO has been invited to create a fun space for the brand with clothing as a vehicle to blend street genes and lifestyle attitudes.

The overall space is divided into two floors, with the main AFGK line on the ground floor and  high-end line DONCARE on the second floor.The concept for the ground floor space is based on the brand's graphic vision. Different from the open and airy display of the storefront, the small house in the brand's logo is taken as the main context for the space, and the site is cut into several continuous independent spaces, then combined and reorganized with different functions.As you enter the interior, numerous barriers between the walls are formed to block the view in order to create a richer visual connection, allowing the space to echo the customer's feelings, with light and shadow, lines, stories and memories overlapping. With this design, it is hoped to evoke good children’s memories of the 'yard' life of old Chengdu.

The spatial narrative is a break from the norm in the display of the products, hanging rods are built like building blocks, full of fun and with the connection between time and three-dimensional space.From the ground floor to the second floor, a collage of different color block fragments is used to naturally transition to another brand DONCARE.

The second floor has a retail function with various events. Therefore, with the intention of the living room, the whole space experience has the slack feeling of coming home: open space、soft carpets、lazy sofas and vintage tones incorporate the relaxed casualness of the street culture into the whole space scene.The staircase leads up to a multifunctional compartment that serves as an art gallery on a daily basis and a venue for DJs on special events. The rhythm of the music spills out of the long orange windows and, together with the speakers surrounding the walls, the visual language formed by the repetitive order depicts a vintage concert scene in the sunset.

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