Founded in 2015 by Samuel Ross as a luxury menswear brand, A-COLD-WALL* is not only rooted in architecture and industrial design, but also just as easily taps into social matters, political issues and urban life. This highly eclectic focus has spawned a utilitarian-inspired aesthetic and a keen eye for innovative materials which in turn have mesmerised a growing demographic of Millennial and Gen Z shoppers around the planet. Backed by Tomorrow London, a showroom, distributor, consulting firm and minority stakeholder, and guided by Chinese brand management group Power Rich, A-COLD-WALL* is betting big on the vast Chinese consumer market, and has audaciously inaugurated its first standalone brick-and-mortar store in Beijing. Occupying a unit at Sanlitun Taikoo Li, an upscale open-air shopping centre and magnet for affluent and fashion-conscious youth, the store sees an understated and slightly futuristic aesthetic that signals the brand’s core values. A backdrop of metal wall panels with shelving is overlaid by bold metal X-frames dipped in electric blue and is paired with flooring of large stone tiles. A custom-made display table and matching bench take centre stage, flanked on one side by a large floor-to-ceiling digital screen featuring branded footage. The new A-COLD-WALL* store carries the brand’s full range of men’s apparel, accessories, bags and shoes.