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「 Underneath The Noise」Special Project
> 2018 01/26 EDIT : Qiaochen




ROARINGWILD X LocoLab

「Underneath The Noise」Special Project



‘Every one does not only have his own social responsibility but also has the social drawbacks.’

In 2016, we made a documentary about Shenzhen street culture named <Back to the root>. In 2017, it seems that everything related to street culture has become popular. But relatively speaking, the street culture also has become impetuous.Living in this city, we’re exposed to too much information everyday. In such complicated information flow, our original lifestyle got more or less disrupted and more importantly, we can’t hear our inner voice anymore.


<Underneath the Noise> campaign was born out of selfishness.

Too many mainstream media want to tell us their stereotypical lines and scripts so as to make  you believe that this is underground, this is the coolest thing. However, I want to prove that this city has its own voice. We are responsible for the development of social culture, and we should also be blamed for when it comes to the misunderstanding and prejudice of the social culture. How to convey a correct  we’re trying hard to express that.


This time, we invited LocoLab to explore our city — Shenzhen.

‘What we do is pretty simple, we just keep taking photos with a sense curiosity, uncovering and capturing the beauty of this city. We usually explore every corner of the city and photograph whatever we find interesting. People in Shenzhen are always so busy. Through sharing our photos, we hope to inspire people to take a break in their routines and experience the city from a different perspective.’


The majority of people would say Shenzhen is a cultural wasteland or a concrete jungle with technological innovation. We hope to document the changes happening in this city. The younger generation has been changing their lifestyle and reflecting on their social value, which have combined to become an emerging voice in this concrete jungle.





" 每个人对于他所属于的社会都负有责任,那这个社会的弊病也有他一份。"

2016 年,我们拍摄了关于深圳街头故事的纪录短片《Back to the root》。

2017 年,好像关乎街头的东西突然火了起来,也变得相对嘈杂了,在这座城市里,我们每天都被灌输太多的信息,生活在纷杂的信息流中,或多或少的打乱了我们原有的节奏,也盖过了我们自己内心的真实声音。


开展 Underneath The Noise 企划,是源自于私心,太多主流的媒体想告诉你他们规划好的台词以及脚本,告诉你这是最 Underground 的,这是最酷的,但我想证明这座城市有属于他自己的声音,我们对这个社会文化的发展负有责任,这个社会对文化的偏见以及误解也有我们的过错。如何给予新一代的年轻人正确的认知,是我们正在努力表达出的城市文化氛围。


此次,我们邀请了 LocoLab 一起来探索我们的城市- SHENZHEN 。“ 我们做的事情很简单,就是带着好奇心用力拍照,去挖掘和记录这座城市的美。我们拍照经常就是在城市各个角落探索,其实也是想通过分享照片的方式让深圳忙碌的人有走出日常三点一线的欲望,到城市里,感受城市,看看城市里不同的一面。”


大多数对深圳的评价,无非是一座文化沙漠,又或者是科技创新的钢筋水泥。关于这座城市,我们希望能记录下这些正在尝试改变的现象,年轻的群体对基本的日常生活的不断变化,对社会以及生活方式的不断思考,汇聚成这座钢筋水泥之下不断发芽的声音。





Credit
Featuring: Cyres Wong, Kimo, Whosechick, Wox, Pei, Crab, Leong Zhang, Yang Xue, Reoz, Yoyo Zhong, Nico, Emma, Public, RMK
Director: Kongcif
Editor: Kongcif
Voice: David
Photo: Cheuk, Tony Tan, NK
Producer: Loco Lab
Present by ROARINGWILD








( Underneath The Noise | Tencent Video: LINK )



































©ROARINGWILD® ALL RIGHTS RESERVED.



ROARINGWILD X TATSUYA YAMANAKA ft. TEPPEI
> 2017 12/20 EDIT :



ROARINGWILD 2017AW EYESIGHT PROJECT X TATSUYA YAMANAKA ft. TEPPEI


在 2017 年秋冬季度即将结束之际我们带来全新一辑创作作品。

过往的 EYESIGHT 邀请了不同风格及领域的年轻摄影师参与其中,而此次我们邀请了日本本土的团队参与造型以及拍摄。掌镜摄影师 Tatsuya Yamanaka 桑以及造型师 Teppei 桑,对产品的理解,配饰的运用,色彩与细节的处理,整体层次造型的搭配能力,给我们带来了新的体验。


At the end of 2017AW, we had a cooperation with Japanese stylist Teppei and photographer Tatsuya Ymamanaka to issue the new catalog.In the past, we invited young photographers from different areas to create the EYESIGHT project.This time, we invited Japanese shooting crew to express their own understandings of our products via the catalog.We got new experience because of the harmonious color mix, the clear contrast of layers and the various expression ways.



Photographer: Tatsuya Yamanaka
Stylist: Teppei
Model: Александр Траутвейн
Illustration: Qiao Chen @ROARINGWILD®
Special Thanks: Fiona & Kosuke @FASICART
Produced by: ROARINGWILD®












































©ROARINGWILD® ALL RIGHTS RESERVED.



ROARINGWILD UNIWALK STORE / SHENZHEN
> 2017 11/01 EDIT : Qiaochen



ROARINGWILD® SHENZHEN / CHINA
UNIWALK STORE


We started prepared for the entity store 3 years ago, at that time, we only know a little about entity retailing. Although the entity retailing are suffering the huge blow because of internet economy era, we still keep the seed of hope.We also believe that customers can not easily choose what they really need via online stops or recommendations of mass media.Most of them do not know what they really fit in, let alone from their own values.


We are not optimists of great rejuvenation of entity retailing, but we think that it is more important to be conscientious than successful. A great number of people do not what we are doing for, from the point of ourselves, we do not care about public opinions and we do not need to explain to them.Based on these concepts, we give free creative space for Kinson.L, from DOMANI, the architect and designer of ROARINGWILD® UNIWALK STORE. We hope we can break the fixed mode and boring display of entity store. We think every store must have a soul.


三年前开始筹备实体店项目的时候,对实体零售的认知还停留在十分浅薄的阶段,在人云亦云的互联网下,受零售寒冬的舆论所欺压,但内心还是保留着这颗的希望种子,也相信在这信息爆炸的时代,消费者通过网络的眼睛、或追随媒体的推荐来选择自己所需要的产品,是非常困难的,有时候他们甚至不知道自己真正喜欢的是什么,更别提被影响,形成自己的价值观。


我并不是坚信实体零售一定会伟大复苏的乐观主义者,做自己认为对的事情远远比这件事情是否真的成功更重要。大部分人不知道我们在做什么,而我们也不需要执着去解释,更不需要介意大多数人的看法,No reason No excuse,基于这些理念,我们给于东仓建设的梁永钊 Kingson.L先生在店铺设计方案上更大的自由度,打破了实体零售枯燥的陈列布局以及繁琐的购物选择过程,规模化流程化我们避之如虎,每间店应该有每间店的灵魂。


但事情并不总是完美的。没有什么是简单的,这更像一个开始,面对全新的挑战,我们必须努力去寻找任何可以带来突破的点,并且永远不会失去我们与众不同的部分,这要求我们不忘初心,把我们最初的想法,过程中的付出,以及最终的产品,在店铺与大家分享,但这不仅仅是产品,也充满了我们的心血与骄傲。并不想赘述品牌从零到开设店铺期间付出的努力,但必须铭记我们最初的坚持,诚然这些年动摇过,但好在没有放弃。


继续前行,

不止于一。



_
UNIWALK STORE / SHENZHEN
※ L1-069, Uniwalk, No.99, Xinhu Road, Bao'an District, ShenZhen, China

※ OPENING TIME
· SUN. - THURS. | 10:00 - 22:00 (UTC+8)
· FRI. - SAT. | 10:00 - 22:30 (UTC+8)




Photographer: Qiao Chen, Text: CY















































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