- 2025 Silver Prize
- From Commercial space
an action a day Yuyuan Road Concept StoreShanghai
Project Description
an action a day is located at 1382 Yuyuan Road, Shanghai. As a three-year-old fashion sportswear brand, AAAD has always sought to build community through its brand and products, helping like-minded people connect. The store serves as this communal hub—entering feels as easy and welcoming as being invited to a friend’s home, with no sense of detachment, just a casual “come on in” warmth.
The design extends AAAD’s “scattered home” concept while adding new layers: we aimed to create an utterly lived-in space. A home comprises countless “modules”—bedroom, living room, dining area, study, bathroom, balcony—yet we believe the “self” is what truly completes it. Thus, the space brims with life’s traces, functioning as a “place-in-use.” Here, mundane moments are captured and suspended, revealing countless “scenes-in-progress” imbued with life’s warmth.
[Interior]
“Natural Scale” is the life philosophy advocated by the brand, which we’ve translated into spatial breathing room—no forced divisions, only organic distances. Starting from the building’s original structure, we allowed functional units to blend like water droplets: the boundary between interior and exterior softens with balcony seating that invites passersby to casually rest; the recessed entrance forms a gentle foyer that suggests rather than declares entry.
A light gray frame subtly divides two rhythms of living: the outward-facing “balcony-living room” area remains open like a street corner, welcoming sunlight and urban dwellers alike; while the raised interior zone maintains bedroom-like privacy, with rippled glass animating the boundaries—here, clear edges are unnecessary because life, by nature, flows.
[Design details]
Every element in these “units” emerges organically from the spatial context. Product displays avoid artificial arrangements, instead appearing as naturally as objects in daily life. The open transom windows on the balcony casually hang “air-drying” garments; the space’s sole dark wood cabinet stands like a cherished antique, displaying treasured items within. Clothing rails meander effortlessly between cabinets and walls, while a cleverly combined dining table and sofa bridge different functional zones. Even the wardrobe transforms – step inside and you’ll find yourself in a fitting room, where mirrors embedded in pillow walls create an embrace-like trying-on experience.
“A home reflects its dweller” – this space beneath the plane trees carries its own distinct personality. We’ve designed it so every visitor discovers their own favorite corner and personal connection. Like a true friend, it waits quietly to greet each arrival with genuine warmth: “You’re here! Come on in and make yourself at home.”
an action a day was born in the in-between season of spring andsummer,2022—founded not just as a brand,but as a movementfor collective action.
Rather than simply a fashion label,AAAD is a community in themaking.We see our products as tools and pathways—ways toconnect,to co-create the kind of life we want to live.At the heartof AAAD are four guiding principles:embracing your naturalshape,being ready to go anytime,believing in the power of theeveryday,and taking actions together.
We believe that when you live by these,you'll wear AAAD withpride.
Over time,we've been lucky to step into the lives of hundreds ofthousands of users—witnessing moments that inspired our idea of"natural size."We believe when you genuinely like and acceptyourself,your body radiates its fullest beauty and energy.Moreand more people are embracing the idea that there's no "good”or "bad"body—just different ones.We want to stand with themand help that message ring louder,reaching further.
As our name suggests,an action a day is about the fulfillmentthat comes from doing something—anything—each day.Anaction makes a day.This sense of lightness,confidence,andjoy—like the feeling of walking through rain in A Rainy Day inNew York,free to break into a jog at any moment—is what wehope to offer.
We believe in the power of community.Family,friends,and part-chors in an uncertain world.As Adler once said,true communityis when you feel you belong among others,as equals.That's thespirit we want to encourage:if you haven't found your people yet,we'll help you create that space together.
Most of all,we believe in collective action.Our motto is:For ashared movement.
Think of AAAD's clothing as everyday gear for people who movewith purpose.That's why our designs are versatile,easy to style,and fairly priced—so more people can wear them,live in them,move in them.We're building a brand for the many,not thefew—a brand for a movement.
And that movement?It could be as simple as finding ioy in yourdaily rhythm,or as big as reimagining how we protect our com-munities and shape the world.We stand with those who believepeople can take back control,change their lives,and build some-thing better—one action at a time.
