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on september 13, 2024, fred perry held a grand opening ceremony for its new store in shanghai xintiandi plaza. since its establishment in 1952, fred perry has been spreading music, youth subculture and sports around the world, and has continued to focus on local youth power. as the core fashion landmark of the huaihai road business district, the addition of the new fred perry store in shanghai xintiandi plaza will bring an imaginative upgraded experience to trendsetters and youth culture enthusiasts, and continue to output a more avant-garde and pioneering youth trend culture.

fred perry shanghai xintiandi plaza "get ready" themed pop-up space

to celebrate the opening of the shanghai xintiandi plaza store, fred perry launched a "get ready" themed pop-up space in the atrium on the first floor of xintiandi plaza for nearly a month from september 19 to october 13, 2024. as a pioneer in the pursuit of subcultural change, fred perry focuses on young people from all over the world and explores the nightlife culture in the contemporary youth culture scene. as a continuation of the "night tales" theme, the "get ready" theme provides a new perspective and pays tribute to the rituals and habits of preparing for night travel.

as one of the highlights of the pop-up space, the "get ready" poster wall and the brand's classic "fred perry shirt" wall are carefully displayed to highlight the modern and contemporary temperament and convey a strong british atmosphere.

the space is also equipped with selfie and special interactive devices to tell the story of "get ready" and allow visitors to capture every fred perry moment.

FRED PERRY「Get Ready」Campaign

this time, fred perry focuses on four young people active in different fields. taking fred perry's 2024 annual theme "get ready" as the starting point, it is both a continuation of the 2023 "night tales" theme and a prequel, recording the experience and stories related to "preparation" before a nightlife trip. from dusk to nightfall, through the exploration of four different perspectives, they present their unique interpretation of shanghai life.

Amber Akilla

amber akilla is an australian-chinese and multi-disciplinary creative. as a dj, her music style spans multiple genres and can be seen at everything from rave parties to fashion shows. she is also the co-founder of the dj workshop and creative project nvshu. through her podcast "friend crush", amber shares her understanding and thoughts on relationships, creativity and purity.

Wes Chen

wes chen is from los angeles, california, usa, and has lived in china since 2000. in 2006, he co-founded china's first hip-hop radio station, thepark, and then founded another music radio station, sl.podcast, in 2017. with his bicultural and bilingual advantages, wes chen has been committed to promoting music culture to the public for many years.

sean shen

a contemporary artist, he lived in san francisco and tokyo during his student years, and was deeply influenced by skateboarding and street culture on the west coast. since then, he has fallen in love with skateboarding and various cultural products. after returning to china, he began to create the "uncle belly" ip series and co-founded the oneness.archive art studio. he hopes to pass on this love to more people through artistic creation.

yb

as an experienced music producer and dj, yb founded byyb radio in the winter of 2023. byyb radio is a two-square-meter community radio station that aims to showcase china's most authentic music talents and djs, promote underground electronic music culture, and transmit the energy and atmosphere of local music to the world.