Medium Rare is an independent alternative fashion boutique catering to Hong Kong’s niche fashion market since 1999, offering a selection of hand-picked emerging Japanese talents along with a selected world-wide artisanal designers who embody the same avant-garde spirit. The cutting-edge garments Medium Rare stocks run the gamut from dark and avant-garde to earthy and relaxed, sticking mainly to monochromatic tones and draped silhouettes.

To celebrate Medium Rare’s 20th anniversary, the boutique partnered with a Chinese architectural firm Atelier Fǎnzhèng to open a site-specific pop-up store located at Fǎnzhèng’s Café Return in Xiamen, China.

We had collaborated with Medium Rare and Atelier Fǎnzhèng to design the pop-up’s branding, look-and-feel, retail experience, merchandising display, and social media presence. We also conducted the model casting, location scouting, and photography for the pop-up event’s fashion photoshoot.