British Council Architecture Design Fashion

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Play Your Style

8 May 2012
by Evonne Mackenzie

Following the success of the RIBA London Regent Street Windows project in 2010, 2011 and 2012, the Royal Institute of British Architects (RIBA), the British Council and Shui On Development Limited are collaborating to deliver a series of eye-catching architectural installations in Shanghai in as part of the UK Now festival, which celebrates British creative talent in China.


9 british architects will be partnered with 9 prominent retailers to design and create eye-catching displays in Shanghai Xintiandi and Xintiandi Style shopping centre. The resulting displays will be on public display in September 2012.


The initiative links fashion with design and architecture, and retail with culture. The resulting displays will engage members of the public and potential customers, allowing retailers to align their brand with cutting edge design, whilst giving the architects a chance to showcase their impressive design skills and hopefully gain profile in China.


This project allows the retailer to benefit from creative input from external designers and experiment with different ways of using their window spaces. It will align their brand with cutting edge UK architecture practices and it is anticipated that the resulting window displays will really stand out from the other retail window displays in Shanghai Xintiandi and Xintiandi Style. In total there will be 9 installations, involving 9 RIBA practices.


British Council Project