EP Yaying

The Chinese haute couture brand EP YAYING called on Franklin Azzi to design the new architectural concept for the flagship store in Shanghai, as well as stores in Jiaxing and New York, and to create an architectural bible that would allow the brand's universe to be deployed in over 300 future stores around the world.

Echoing the emblematic brand's approach of renewing Chinese luxury and heritage - the name EP YAYING means "guarantee of quality" - the architect imagined a "minimal/maximal" concept inspired by references from Asian culture and craftsmanship, offering a unique contemporary aesthetic. This approach gave birth to a program of spaces dedicated to experience and strolling, cultivating the oxymoron in every detail and evolving uniquely with each new store.

Artistic collaboration: Serge Ruffieux, fashion designer