PLP Architecture | N+
During Milan Fashion Week, PLP Architecture unveiled large scale plans for a significant new creative hub in the Chinese city of Ningbo. The 660,000 sq m project, entitled N+, will build on Ningbo’s unique tax advantages to attract major luxury European fashion houses and responds to research undertaken by PLP Architecture regarding the evolution of luxury brand presence in China.
Ningbo has existed as a trade city on the Silk Road for over two thousand years and has been associated with the passage of luxury goods during that time. The city represents one of China’s largest clothing manufacturing bases and is the origin of the country’s modern garment industry. The project responds to a structural shift in the Chinese economy as it transitions from the manufacturing of goods to the production of content.
Research undertaken by PLP Architecture demonstrates that consumer engagement and participation is increasingly at the heart of brand loyalty globally. Companies seeking to maintain and grow market share in the luxury fashion industry must consistently respond to consumer needs and N+ invites the end-user to interact alongside buyers and designers to influence final product. The master plan caters for every stage of product evolution, from the early research and product development, through the buying processes, to the final point of sale purchase.
Commenting on the masterplan, Lee Polisano, Partner at PLP Architecture said:
“As an entire urban district designed specifically for the fashion industry, this is a project of unprecedented scale and ambition and addresses the challenge of designing a city, something that is relatively permanent, for fashion, which is quintessentially ephemeral.”
“The relationship between a brand and its consumers has evolved irrevocably with each seeking new ways to communicate and engage. N+ will not only provide a platform for allowing brands to interact with people in a multitude of new ways but also act as a creative catalyst in its own right.”
“For European brands seeking to realise the unique opportunities that Ningbo presents, the four N+ districts will enable direct engagement with consumers in a way that has never before existed. It’s hugely satisfying to design a city where education and creativity can foster business success in a tangible and modern way.”
Commenting on the project, Jamil Dada, head of the project development team, said:
“This is a very important project that can only exist in China, at this crucial moment as it transitions from a manufacturing base to a design power house.”
“It’s a stunning project with a unique atmosphere, but this is not just about creating a beautiful urban form, N+ is fundamentally strategy-led, it’s a city that envisions new ways of doing business in China.”
About PLP Architecture
PLP Architecture is a London-based group of architects, designers and thinkers who value the transformative role of ideas and the capacity for architecture to inspire. The practice was founded in 2009 by Lee Polisano, David Leventhal, Fred Pilbrow, Karen Cook and Ron Bakker. Although the practice draws from a rich history and experience of working together on projects around the world, it has the culture of a young start-up. The studio is producing intelligent, exciting and ground-breaking designs through a continual commitment to social, economic and environmental ideals. The office shuns preconceptions, fixed architectural styles or methods, allowing each project to become a unique opportunity to research, analyze and creatively respond to the brief, site and context. The foundation of the work lies in a commitment to the quality of life in the city, a delight in the handling of material, space and light and optimism about architecture’s potential to enrich society.
Location: Ningbo, China Architect: PLP Architecture Company name: Thee Fashion Hub Chairman: Jamil Dada Managing Director: Rosa Bao Creative Director: Adib Dada