The project created by Dayuan Design aims to simulate a trip to an eyewear factory, which it achieves through an exhibition space that combines Chinese industrial aesthetics with modern factory elements, using a wide variety of materials such as fabric, wood or perforated metal, and providing the space with flexibility, allowing it to adapt to different needs such as events or conferences.
In this project, the shop windows facing the street and the design of the entrance are also highlights that complete the ideal of the project, which aims to break the boundaries of traditional retail by transforming customers from passive observers into active participants through an open and interactive concept that guides consumers to explore the brand's history in depth through multidimensional experiences.
Via·1719 Wu Liangcai New Vision Field by Dayuan Design. Photograph by YUUUUNSTUDIO.
Illustrations. Via·1719 Wu Liangcai New Vision Field by Dayuan Design.
Project description by Dayuan Design
When a building becomes a collective memory of a city, the meaning it carries is unique. Whenever people mention it, they always share stories of their interactions with the building, recalling its most striking transformations from that era.
The Qichongtian Building on Nanjing Road is such a building, rich in emotion and history. Today, Dayuan has partnered with liangcai Wu, a time-honored brand with over 300 years of craftsmanship and tradition, to create a new collective memory for the 2024 generation—one that belongs to Nanjing Road.
The Revival of Historic Architecture
The Qichongtian Building, built in 1922, is a historic structure that blends modernist and Art Deco styles. Once a social hub for the elite, it has transformed into a symbol of Shanghai's culture, exuding a distinct charm.
Drawing inspiration from the mechanical eyeglasses with a traditional Chinese flair, Dayuan has infused this venerable "elder" with a touch of modernity, allowing it to joyfully gaze upon the busy street corner like a playful child. This not only marks a brilliant debut for Liangcai Wu's new retail space but also represents a bold attempt to merge trendy culture with historic architecture.
In this building steeped in history, Liangcai Wu has shed its traditional image and reshaped itself as a vibrant "Liangcai Factory." This tangible scene of new productive power merges seamlessly with the brand's deep-rooted Chinese aesthetic, showcasing a vitality that's uniquely its own.
This curatorial retail space has brought new opportunities and energy to Liangcai Wu. Along with a rich array of eyewear-related art installations, the space also incorporates flexible display cabinets and furniture, breaking through spatial constraints and opening up possibilities for future diverse transformations.
The Brand Story
Upon entering the building, the air shower art installation at the entrance activates, gently blowing away any dust and creating the feeling of stepping into a sterile factory environment. To the right, the 'Thousand Mirrors' installation, made from optical lenses, uses dynamic light and shadow refraction to craft a captivating, flowing visual experience, subtly guiding visitors toward the beginning of their 'Factory Journey.'
In the atrium area, Dayuan uses a slowly moving conveyor belt to weave together the brand story of Liangcai Wu with history. Walking clockwise along the conveyor belt, visitors encounter the brand's innovative products and pop-up events, symbolizing technological progress and innovation. Walking counterclockwise, they are taken on a journey through ancient grinding tools and antique eyewear displays, tracing a rich history and showcasing the craftsmanship and traditional wisdom of the past.
Curated Exhibition Display
The "Factory Journey" begins with a specially designed "Grinding Tool" installation, inspired by the jade workshops of the Yangshao culture, dating back over 5,000 years. This is not only a recreation of ancient craftsmanship but also a tribute to the founder of the brand, Mr. Wu Liangcai, and his dedication to the art of craftsmanship—from carving jade to crafting fine eyewear, a 300-year legacy continues here.
The exhibition design combines Chinese aesthetics with modern factory elements, using a variety of materials such as fabric, wood, perforated metal, and scaffolding to create a layered, adjustable space that offers greater flexibility for the display.
Modularity and Multi-functionality
The layout of the multifunctional area is also highly flexible. Whether for daily tea breaks, brand pop-up events, or lecture salons, the space can be quickly adjusted to accommodate diverse needs.
The art installation 'Project 1719' in the multifunctional area is inspired by the blurred vision experienced by those with myopia. A fog-like film is applied to the surface of the glass to simulate the visual effects of nearsightedness. The internal design features movable components, with programming controlling the fogged glass to gradually become clear, allowing viewers to experience the transformation from blur to clarity.
Industrial-Style Window Display
In this project, the street-facing window displays and the entrance design are also highlights. To complement the building's overall style and its industrial interior aesthetic, Dayuan uses industrial pipes as light fixtures, with light flowing through the pipes to convey a dynamic sense of factory production.
The lights, like electric currents, flow from outside into the entrance, drawing attention. At night, six uniquely styled window displays, combined with music and lighting, present a dazzling light show every hour, captivating pedestrians along Nanjing Road.
Through the planning and design of this curated retail space, Dayuan aims to break the boundaries of traditional retail with "via·1719 Wuliangcai New Vision," transforming customers from passive observers into active participants. The open and interactive concept guides consumers to deeply explore the brand story through multi-dimensional experiences.
Liangcai Wu is not just a symbol of products but also carries the power of history, craftsmanship, and innovation, reminding people to cherish and pass on profound cultural heritage while continuously seeking a balance between tradition and the future in modern life.
