Project: Roaringwild – Uniwalk
Designer: DOMANI / Kingson Liang
Location: Shenzhen, China
Area: 200 sqm
Year: 2017
Photographer: Shaon Liu
ROARINGWILD is a local clothing brand of urban-street-style in Shenzhen. It takes an attitude of ROAR (Respect, Overcome, Attitude, Responsibility) to form its own values which can lead us to be positive and have deep affection for life. In order to convey the local street culture, create lifestyle and attitudes belonging to this generation, the brand uses the clothing as a carrier. Basing the concept of the brand – NO REASON NO EXCUSE, the design try to break the boring display and the tedious shopping process.
Early contacting with ROARINGWILD, intuitive feeling is a group of young people with a strong attitude focusing on a stubborn culture. As DOMANI, cherish the same ideals and follow the same path as heroes.
Space designed by DOMANI, consistent of the fierce strokes presented shake the soul of the visual impact and sensory illusion. A huge red device through the whole space, become a rough and wild artistic existence, from a positive point of view, but also formed the brand name of the first letter R type.
A very futuristic geometric sense of the interior filled with red and black hitting the tone, red symbolizes passion and explosive while black is distributed calm and restrained gas field. The perceptual blood grows in the rational enclosure, and the two colors are balanced in confrontation.
A black paint wall, when closed it can be used as a commodity display, or as a projection wall, open to expand space and more content. The gray cement material cashier is located at the bottom of the red device. It seems quiet in the warm atmosphere of the red and black main colors.
As a country trend pioneer, ROARINGWILD has never been so simple as “making clothes”. As a carrier, it conveys the fearless dream-driven attitude, which is the brand’s real intention.
