Gender-neutral Chinese fashion brand RUN TO THE FUTURE is taking its operations to a higher level by opening its first brick and mortar store in what’s widely considered one of China‘s most fashion-forward cities—Chengdu. Situated at Chengdu COSMO, a recently redeveloped shopping centre in the downtown Jinjiang district, the RUN TO THE FUTURE retail space occupies a 248 sqm. (2,670 sq.ft.) unit on Level 2, and features an interior design by Chinese practice One Fine Day Studio & Partners. Interestingly, the design is themed Run to the 1980s, and yes, that’s a clear reference to the brand’s name. The various settings, which ooze a clean and understated office atmosphere, offer shoppers an immersive shopping environment which also aligns itself with RUN TO THE FUTURE‘s brand values which are all about exploring oneself, breaking conventions, and embracing freedom.

Shoppers are greeted by Escape Detector, a futuristic installation by Guangzhou-based British artist Matt Hope, which comprises a spiked metal probe and a large, green light-infused LED screen as a backdrop. Detached from its period setting, the installation aims to blur the lines between reality and illusion. At the far end of the corridor, past four fitting rooms with each a different interior – mind you, the themes are bedroom, photo studio, shower, and Mahjong playroom – sits an inviting lounge which is used for different activities. The RUN TO THE FUTURE store is dotted with a slew of time-referencing props and elements, such as typewriters, ceramic sinks, metal frames, and houndstooth fabric which all add to an alluring sense of illusion and adventure which resonates well with the store’s target demographic. © superfuture