/ Reviews / Clothes Fashion
Fusing Boutique and Bar
by Tom Lee
on Friday, December 24, 2010 12:00 AM
Since completing his diploma at Shanghai's Raffles Design Institute, Artur Engalychev decided he'd transfigure his final project from an abstract theory into a concrete institution by opening Fusion Fashion. Taking the ideas he'd conceived as a student, he adapted them for real-world concerns, including the restraints - but necessities - of economics. A conceptual apparel store, it combines creative clothing with monthly events to contextualize design back into everyday life.
In partnership with his brother Timur, and with the backing of a Chinese governmental institution, Artur was keen to link together two aspects: a bar and a boutique. Prior to running his own establishment, he was more heavily involved in marketing for such well-known spectacles as the ‘Pervert Party' and ‘MissBehave', giving him a taste for the vibrant nightlife scene that he wants to retain in the venue.
Fusion Fashion is divided into dual areas: the first floor contains all the ready-to-wear garments, while upstairs houses the more high-end items. Between the two parts, the gamut of formal and casual wear is represented, leaning towards the unique rather than the mass-produced. It is in the upper levels, where an alcohol counter and a DJ mixing booth are installed, that events sponsored by the shop, as well as those of a private nature, are held.
Flexible in approach, Artur and Timur cater to both evening cocktail affairs and more rave-like carousals, as people drink and dance amidst the snappy shirts and flowing dresses. Since the Kyrgyzstani brothers previously managed models, and continue to maintain the business, they already have a stable of buxom beauties and muscled studs on hand to utilize within their soirees.
Future plans for Fusion Fashion already on the cards span genres: a furniture preview, a reception for a new art exhibition and a look at the new line by local fashionista, Frau Ana. Function space and promotion are all part and parcel of what the management provides - though they do expect the featured brand to at least come up with their own concept!
"It's about creating a community", Artur Engalychev explains; but it's clearly also about having a good time. In fact, the two make a potent combination, with stylish ware as the back drop to trendy social gatherings.
The Bottom Line: Bar-boutique combination that provides a unique ambiance for shopping and partying.
