ICICLE men's clothing 2017 autumn and winter new clothes with: the first year of the building director

The day before ICICLE’s first flagship store officially opened, David flew from Paris to Shanghai in the early morning, and he rushed to Nanjing in a non-stop manner. When the hotel just left his luggage, he couldn't wait to come to the third floor of the first floor of Nanjing Deji Plaza. The first Chinese flagship store of ICICLE is located here. In the compound space of nearly 1,000 square meters, there are ICICLE's 20 years of natural and comfortable commuter fashion. It also has a bookstore, coffee area, walk-in wine cellar and customer service center. .

What ICICLE has always advocated for the “Harmony between man and nature” lifestyle? Find the answer in this shop. Click on the picture to decrypt Nanjing Deji Flagship Store

ICICLE's flagship store in Nanjing Deji is the first work after David joined the party. Many people do not understand why David, who has worked in Louis Vuitton’s architectural department for 20 years, would choose to join a Chinese brand. The reason is very simple for David. “I believe ICICLE will have a bright future.”

I believe many people have the same doubts. Why does a clothing brand need a building director? We carried out in-depth interviews with David with everyone's questions. I believe that after reading the following interview with Q&A, your curiosity will be greatly satisfied.

David at the Paris office of ICICLE

Q: In your opinion, what is the mission of a building director in a clothing company?

A: In short, a building director must extract the spirit of branding today and five years later, and infiltrate it into the current design of the store. The artistic momentum of any fashion brand is driven by fashion designers and construction teams. On the one hand, the product itself, and on the other hand, the product display scenario. Together with the advertisement image and the Lookbook image, these together constitute the basic "style" message that consumers can receive. However, they do not sound at the same time dimension. The fashion collection will remain for only one season, and the store will continue for many years.

Q: How did you think of joining a Chinese company after working at Louis Vuitton for 20 years?

A: To contribute to a project that really appeals to me and makes me excited. In a brand that has been at the top of the luxury goods industry for 20 years, I learned a lot. ICICLE has an extremely simple and modern vision. I am very excited to join this exploratory journey.

David discusses design with the newly formed team of architects

David designs facade of ICICLE's first street shop

Q: It has been a year since joining ICICLE and share with you how you feel.

A: In retrospect, the excitement at the beginning of seeing the founders and couples continued to grow in the past year. The spirit of ICICLE's brand has also increased with the company's scale, which has stimulated a stronger resonance. I once thought that ICICLE would, like other companies, work completely around business goals and key performance indicators. “Natural, comfortable, and sustainable fashion awareness fashion...” may just be a buzzword that PR companies came up with. In fact, during the year, what I saw was a group of determined people. In the “chaos” era, we have the same passion for creating, manufacturing, and providing consumers with high-quality, simple and sincere products.

Q: We are very curious. How would you introduce ICICLE to your French or European friends?

A: ICICLE is a company that can represent a new generation of entrepreneurs in China. It is strong, innovative, courageous, meticulous, and contemporary. At the same time, it is also a brand that provides fashion solutions for those who are environmentally conscious and want to pursue elegant, high-quality and craftsmanship in fashion.

Q: Many Chinese brands will also cooperate with international elites, but most of them are discontented. Do you feel at ICICLE?

A: ICICLE Shanghai team has been very friendly and patient to me during the process of getting along with me. There are always colleagues acting as translators. At the same time, as ICICLE becomes more and more international, collaboration will naturally become more and more simple.

Q: Every time I arrive in China, will I have the same feeling as the protagonist of the movie Lost in Tokyo directed by Sofia Coppola?

A: It was 1999 when I first came to China. Of course there was a feeling of loss at that time. After that, I come to China every year. I have always been deeply attracted by the deep history, art and craftsmanship of this country, not to mention that it has developed so rapidly in recent years that many boundaries have gradually become blurred. However, occasionally it will be a big surprise. For example, I was eating a meal a while ago and I suddenly put on a bowl of soup with a hippocampus...

The design of the clothing area, bookstore and coffee area needs to be unified and have their own characteristics

Q: So, are you learning Chinese?

A: This is one of my personal goals in 2018. Now I need to use mobile phone APP to translate text data and voice, but this is too tired. I would like to have a direct dialogue, even if it is a bit difficult at first. However, since many Chinese are striving to learn English, why can't I learn Chinese? Moreover, this is also a good mental exercise.

Q: I believe everyone is curious. What's the day of work at a Chinese brand in Paris?

A: Fortunately, our beautiful office is in a street not far from the Eiffel Tower. I work with designers and market and brand image teams of the Paris line. Basically, every morning, when colleagues in Shanghai work, WeChat begins to receive messages from different colleagues. It will be quiet in the afternoon and will focus more on the work at hand.

Q: What is your preference for architectural style?

A: I always admire architects who can express strong, fearless ideas with simple methods and low cost. Especially those who use only natural materials.

The key to design is to inject MADE IN EARTH's brand gene into the store

David compares the effects of various natural building materials

Q: What is the overall design concept of ICICLE's flagship store?

A: The ICICLE flagship store truly presents the various aspects of the brand. The fashion section, as always, is comfortable, sustainable, and suitable for people in the workplace. In addition, bookstores, coffee break areas, walk-in wine cellars, and customer service centers make ICICLE's customers enjoy a more memorable shopping experience.

Q: If you want to score the design of the Nanjing Deji flagship store just opened, how many points will you make?

A: It is very difficult to score your own work, but if you insist on me to score, I will give 8.5 points, there is always room for improvement and upgrading.

Q: Will there be any difference in the flagship store that I prepare for next?

A: I can only say that each shop is unique. We will embark on the development of the menswear area, enhance the customer experience, design of the street facade and other surprises... For ICICLE, 2018 will be an interesting and super busy year.

Although he is a construction director for many years, David still personally participates in every aspect of design.

Q: Gossip, you worked at LV for 20 years. How long are you going to work at ICICLE?

A: As long as ICICLE has the energy and ideas to escalate and grow, I will be willing to contribute myself. ICICLE is preparing to enter the overseas market. This is an exciting time to join. In particular, ICICLE is still a very young brand.

Q: What are your hobbies?

A: If time permits, I will spend some time playing sports, playing golf and tennis. When traveling, I will carry a yoga mat. In addition, I like to hang out in the antique market or visit galleries.

Q: In the end, please use five words to describe your year in ICICLE.

A: Fast, inspired, interesting, open and direct.

Let us wish David a happy job at ICICLE!

(End of interview)

The next issue will be the story of Benedicte and ICICLE, don't miss it.

Benicicte, chief designer of ICICLE PARIS, David and Isabelle, general manager of the Paris Centre

Finally, David would also like to know what the customers of ICICLE have to say about store design and services. Everyone who would like to leave a message and be praised for the top three comments will get a silk scarf of the 20th anniversary edition of ICICLE.