If you are familiar with Muji, you will understand what aesthetics Emoi is referring to. I was travelling to Shenzhen this weekend and stayed a night at the city’s YHA Youth Hostel located in an art and culture district called OCT-LOFT (if you know 798, it’s kinda Shenzhen’s equivalent of it).
In short, I was walking down one of alleys during the evening and saw this brightly lit shop with large windows and very minimalistic counters reminiscent of a Apple and Ikea. It was called emoi, which translates in French as “ruckus”. As many of my friends know, I’ve been looking for a new bag for months, and it seems like emoi had the answer to my quest. I liked the style and I liked the design. I particularly stuck on the wool felt bags, because I never saw bags made with such a material and that were not necessarily a women’s bags/handbag.
It was the first time I encountered this brand, but at least two of my (designer) classmates had bought products from emoi. One of them had a wool felt wallet, which ages very nicely, like a fleece sweater would. I guess that even if not unique, one of the nice thing to see is that it is a domestic store, from mainland China. We will perhaps see more and more of these original stores made in China, and before long, Chinese companies will help drive design and innovation internationally.
I loved that store when I saw it in Beijing! a bit overpriced, but you’re right–it’s like Ikea but for personal items instead of furniture. I got myself one of the green felt wallets. 🙂