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DYSEMEVAS, fashion pop-up concept store to open in Nov
15
Oct '08
From November 11 to December 21, 2008, DYSEMEVAS, a fashion pop-up concept store featuring Chinese designers will be open to the public. Both Hong Kong's first pop-up retail shop as well as the first time Chinese fashion designers will have been presented in this manner, DYSEMEVAS aims to redefine the way Chinese fashion and culture is understood today.

The shop will be opened with an adjacent pop-up playroom, where guests will be invited to drop in for a themed cocktail or for one of the series of related happenings that will be hosted in the space.

DYSEMEVAS will feature ten of the top designers in Hong Kong and China. The designers were chosen on the basis of their relevance and their work. Each designer presents a unique point of view, representing a different set of constituents and thus telling a different set of stories.

Featured designers include Qiu Hao (Shanghai), Zhang Da (Beijing), Yang Du (Dalian & London), Daydream Nation (Hong Kong), Winnie Lui (Hong Kong), Rock Candy (Hong Kong), The Year Of (Hong Kong), Ji Ji (Shanghai), Zhao Bandi's Bandi Panda (Beijing) and Lin Jing (Beijing).

With featured designers and works changing from week to week, the shop will change its perspective and theme to best feature the works and to ensure an engaging retail environment and a compelling narrative. The two-storey space and adjacent bar will be designed by Mathias Woo of Zuni Icosahedron (Hong Kong). Woo is a noted playwright, director, architectural and cultural critic, and set designer.

The concept behind DYSEMEVAS came about after its founder, Dee Poon, recognized the clear lack of a platform for the showcasing of these talents. Sick of the traditional notions of Chinese fashion (design) and bored with the business driven local fashion scene, Dee embarked on this journey to create a space to engage people with these new faces and their works.

It might be said that the project took on a life of its own during the process. The final product places pieces that span from luxe to street and from intellectual to commercial side-by-side to create a dialogue. DYSEMEVAS can be considered to be a snapshot of the current landscape through a set of conversations between the representatives of various constituents.

The identity for DYSEMEVAS was created by Liu Zhi Zhi of MEWE Collective (Beijing). The logo was created without a brief, intended, as with the other featured artists, to ensure that the designer was given the space to create something of his or her own. And yet the final outcome clearly indicates the directionality of the concept as well as the ideas of change and play that DYSEMEVAS hopes to drive. Refusing the follow traditional fashion iconography, the DYSEMEVAS identity, as with its concept, stands in a space of its own.

DYSEMEVAS launches in Hong Kong at 256 Hollywood Road and will travel in 2009 to other cities, starting with Beijing in the spring. In each reincarnation it will morph with the talent and the times but will retain its focus on relevance, dialogue, and creativity.

Esquel Group


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