Exceptional Aesthetic Life

Guangzhou Fangsuo

"The exceptional brand connotation is the interpretation of consumer consumption culture," said Du Yuzhou, president of the China National Garment Association on November 25, which is the representative of Chinese original culture driving brand development.

Du Yuzhou is exceptional in Guangzhou Taikoo Hui esthetics The space "Fangsuo" said this at the opening of the store, and now friends from the industry and even the art world have begun to choose books here.

This is the result of the exceptional cooperation with Taiwan Chengpin Bookstore.

In 2005, when Mao Jihong went to Taiwan, Taiwan Chengpin Bookstore suddenly overturned his impression of the bookstore. After careful selection of books, the reading atmosphere was elegant and comfortable.

The trip to Taiwan lasted only seven days, but he stayed in Chengpin Bookstore for four days, and carried back 21 boxes of books. At the same time, his dream became stronger and stronger: to introduce Chengpin Bookstore to the mainland.

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

Here, Fangsuo carefully selected 40000 kinds for readers from mainland, Hong Kong and Taiwan Books and periodicals And nearly 10000 English publications, of which design, art and architecture books are rare in China.

"We should make it easy for people who love books to find books and book friends." Tan Baijuan, director of operations, said that the selection and recommendation of books should create more value for customers.

In fact, not long ago, five triple joint bookstores in Guangzhou were closed in succession, but Mao Jihong opened a 1800 square meter bookstore next to Hermes, selling books, clothes, coffee and creative goods.

However, Mao Jihong did not have any profit index requirements for the clerks. Here, it is necessary to "create a place where consumers desire to belong internally, and pass on new ideas and propositions of cultural life."

Therefore, there are not only literary and artistic youth wearing cotton and linen plaques, but also heroes carrying Chanel and Gucci... On the opening day, poets Yang Li, Liao Weitang and Yang Jiaxian from three places on both sides of the Taiwan Straits recited their poems here. Writers such as Luo Yijun, Xu Zhiyuan, Liao Yimei, Bi Feiyu, Yang Zhao, Ouyang Yingji, Yang Kui, Han Dong, Liu Kexiang, Zhang Tiezhi, Zhou Yunpeng, Ge Fei, Feng Tang and Mao Jian will also come to give speeches in succession.

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

"The bookstore should be the hottest city landmark," said Mao Jihong Opening It is an exceptional 15 years of accumulation and understanding, as well as an exceptional tribute to her birthplace, Guangzhou Yangcheng.

In fact, for 15 years, the exception has been the creator of contemporary culture, art and lifestyle.

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

Global aesthetic life

Yes, with the unveiling of Fang Suo's veil, the exceptional 15th Anniversary Porcelain Garment Exhibition, which cooperated with Hong Kong artist Xie Shuting, was also staged here.

In 2006, Mark, one of the founders of the exception, met with porcelain clothes that truly reproduce the shape and texture of clothing at the "Restoration of Memory - Xie Shuting Ceramic Sculpture Exhibition" in Hong Kong.

Therefore, Xie Shuting was invited by the exception to interpret the story of the exception for 15 years with the unique oriental art - porcelain clothes.

Later, Xie Shuting started her own a literary creation , inspired by the classic clothing styles over the years, and fired into porcelain clothing. Through the analysis of the porcelain production process, the glaze changes in the flame with the contour of the garment, and the real clothes are hidden under the smooth porcelain.

From this, we can see the continuous exploration and experiment from "Made in China" to "Designed in China" and from the East to the world in the exceptional 15 years.

On the opposite side of the porcelain clothing exhibition, that is, the left hand side of the entrance of Fangsuo, is an exceptional clothing area of 350 square meters. Going further, there is a 500 square meter Life Aesthetics Museum, which specializes in selling creative products for decorating life, cat handbags, Japanese porcelain, and small professional record books for wine tasting, food, and travel.

This includes more than 60 environmental protection living brands from all over the world, 40 of which are the first to be introduced into China.

For example, Y's for living, the brand of Yoji Yamamoto Group, tells the story of life. Its nightgowns, linen home clothes and other products are all made of original fabrics, which are well matched with its comfortable and interesting lifestyle.

On the evening of the 25th, the "Exception 15th Anniversary Conference" was held, and men's clothing was launched for the first time. When the model with long hair accompanied by strong music walked past the catwalk, the audience applauded warmly.

"It is hoped that this activity will show every beautiful and moving moment of life to guests and audience from three different dimensions of design, culture and art." Mao Jihong said, and from hearing to vision, from plane to image, from traditional craft to contemporary aesthetics, step by step, go through culture and art, and think about the meaning of life and even 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 also needs a new Chinese aesthetic way," he said.

The famous saying of Japanese designer Issey Miyake - "I am explore The spirit behind the kimono "has greatly influenced him: the most national and international, and the brand blood of Chinese designers is in China.

Therefore, he put forward the slogan of "looking for the self of contemporary Chinese life aesthetics". Seeking: It means that we had it in the past, but it may be replaced now, and we need to find it back; Contemporary refers to the essence of contemporary China that is different from ancient China; Chinese life aesthetics: remind everyone to pay attention to Chinese culture; Self reflects our confidence in contemporary Chinese aesthetics.

This is a complex system. "In China today, we know her height and width, but we don't know her character," said Mao Jihong. This character needs us to shape.

In his opinion, the greatest charm of Chinese culture is tolerance. "If you have to use a word to describe China, it should be 'middle'." Mao Jihong said that Chinese clothing should express the combination of softness and hardness, neither left nor right, neither up nor down.

"Our ultimate pursuit is truth, goodness and beauty," Mao Jihong said. "Simplicity, origin, nature, and the unity of man and nature are our philosophical pursuit."

Therefore, he and his team tried hard to feel, rather than deliberately design or plan something. "If you are a flower in March, you will open it in March, and if you are a flower in May, it will open in May," he said.