A-Cold-Wall* Opens Its First Store In Beijing
In a monumental step, A-Cold-Wall* launched its first store in Beijing at the upscale shopping centre Taikoo Li, Sanlitun, on Friday 22nd July.
The British label was founded by artist Samuel Ross who began the label in 2015 as ‘a material study for social architecture’, with its roots in streetwear. The clothes were edgy with a neutral colour palette, and the shows were avant-garde, displaying provocative ideas.
Seven years later, A-Cold-Wall* has progressed–or matured in the brand’s own words–from an artistic practice to offer tailored, technical wear that is refined and stays true to its spirit.
According to Jing Daily, A-Cold-Wall* has the potential to appeal to young, fashion-savvy males in China who already have a taste for the label. The brand has enjoyed previous success digitally in China with JD.com, as the e-commerce website sponsored the BFC/GQ Menswear Designer award, of which ACW* was a recipient in 2020, subsequently dropping its AW20 collection on the retailer’s platform in November.
ACW* follows a similar strategy for opening its inaugural store as it partners with showroom company Tomorrow, which has a minority stake in the brand and local agency POWER RICH, which will handle the retail and e-commerce operations for the brand. Simultaneously the AW22 collection is available to purchase from the new store, which “expands upon the principles of British modernist architecture.”
The concept store is the first permanent visualisation of ACW*’s DNA, featuring the A-Cold-Wall* logo in neon white on a cobalt ‘volt’ blue exterior, which is continued inside on structural beams made to be sculptural that guide you around an industrial interior.
A-Cold-Wall* has done well in the last couple of years, despite the pitfalls of the pandemic, opening a physical store is still the fastest way to grow a luxury brand. With a designer as sophisticated as Sam Ross at the helm of the cult brand, A-Cold-Wall*’s expansion will be an exciting one to witness.
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