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The ALTER concept store is located in Xin Tian Di, Shanghai’s bustling shopping and
entertainment district. The administration set out the guidelines for the development of this part of
the city in the late 1900s. While the development of other districts, where the rising cost of land
was a major issue (among others), resulted in a higher density and greater function congestion,
Xin Tian Di was more sparsely built-up, as part of a master plan that set out to reconstruct the
quarter as it was in the 19th century: a network of narrow alleys lined with shikumen, two- or
three-storey houses influenced by the Western culture of the day. Xin Tian Di creates a simulated
image of the city of the past, shaped by the leisure economy, its residential character now
transformed into luxury boutiques. It has been a success for the administration and for its
designers who, anticipating the radical change of image the city would undergo, created an area
with an artsy feel that attracts locals and tourists alike.
Xin Tian Di is divided into two parts by the Xingye Lu, the road in which the first Chinese
Communist Party conference was held. Alongside the neo-traditional sector, a more heavily built-
up area has been created that presents a more up-to-date image, although these two seemingly
contrasting sides of Xin Tian Di do in fact contain the same commercial functions. The ALTER
concept store, designed by Francesco Gatti, is the result of a daring venture by its owner, Sonja
Long, to open a shop with the creations of European fashion designers (still unknown in the Far
East) in the trendiest, most design-oriented part of Shanghai. The store, which is housed in a
new building, has a limited surface area. The client’s idea was to make the most of the available
space by creating an interior displaying a range of very different designer items (from clothing
and accessories to household items and vibrators). To do this, Gatti created a stepped space, a
series of elements that cascade down from the ceiling along the walls, creating a continuous
space which runs from display units to the street-front window. The furnishings are not an
element in their own right, but shape the space as a whole, creating a visual continuity in which
the architect has included alcoves for the seating and fitting rooms. To reinforce the non-
paratactic approach adopted, and to remove any sense of an interior made up of individual
episodes, the designer has brought in a series of mannequins, variously positioned around the
store: unclothed, turned on their heads, attached to the walls and ceilings. The mannequins’ legs
are bent to fit the stepped sequence, creating a vaguely oriental feel, with hints of typical Oriental
posture.
Ever since his first design – the creation of the interstice spaces for the IN FACTORY JingAn Six
Loft Buildings (2006) – Francesco Gatti has always employed a mix of heterogeneous solutions
(ethereal false ceilings constructed with metal wires, curved forms, faceted voluminous shapes,
dappled panelling, two-tone spaces). In each project the “formal” choice that defines the space
never overshadows the function it is intended to serve. Gatti takes a general interior space and
moulds it to find it an identity all of its own, giving movement to an otherwise characterless space,
ready to welcome in people and products.
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