Innovative Dining, Retail and Creative Concept for 1933 - Shanghai’s Own Design, Lifestyle and Learning Hub

Shanghai, March 18th 2009) – The newest arrival to Shanghai’s burgeoning 1933 lifestyle destination, Factory is a unique ‘creative-F&B-retail’ concept masterminded by the digital advertising and marketing services group Profero, and some of the most highly regarded creative minds in Shanghai.

April 1st is the targeted opening date for this cutting-edge creative lifestyle venue that will occupy the entire ground floor of the ‘Glass Box’ building at 1933, and feature six inter-connected components: a contemporary, casual restaurant; a members’ bar; pop-up retail; gallery and exhibition space; creative pods including a music recording studio, and finally a website linking and engaging Factory with the world.

“We looked at many areas around Shanghai but were most excited by 1933 and Hongkou, which we feel represents the future“ said Sean Dinsmore, Creative Director of Factory. “There’s a groundswell of people in the creative industries moving to the city’s up-and-coming Northern Bund area around 1933, and this represents the ‘emerging present’, which is a perfect fit for Factory.”

Factory will kick off with a two-week (April 1st to 14th) residency by Madrid-based illustrator Gary Fernandez. The internationally acclaimed graphic designer and Creative Head of T-shirt label Velvet Banana will conduct four projects at Factory, including a mural collaboration with young Chinese artists and an exclusive Factory T-shirt design. “Being a design, lifestyle and learning hub, 1933 is crawling with interested students and young creatives - so we have included a free interactive workshop and an evening talk to Gary’s schedule” added Dinsmore.


Factory - a Free-flowing Dynamic Space
Factory’s 3,000 square metre space features soaring ceilings, organic parquet floors and original industrial detailing. An airy restaurant at one end showcases the inspired cuisine of uber-chef Sean Jorgensen. The native Californian, who won a loyal Shanghai following at Finestre on the Bund, has developed a contemporary culinary concept that is inspired by a healthy and creative lifestyle. Breakfast, lunch and dinner menus, using seasonal organic ingredients, will be constantly evolving depending on what looks great at the market that day and the chef’s creative whim.
The restaurant flows seamlessly into a cosy lounge where industry members can work on their laptops, participate in interactive presentations, watch ‘art house’ films or simply relax and socialise with a drink. The lounge will also host monthly Industry Nights, Film Forums and special sessions by local and international creatives in the fields of fashion, design, art, styling, video, film, dance and architecture.
Just a few steps away, Factory’s pop-up retail gallery will feature a constantly changing showcase of fashions and accessories by emerging designers. An open view music studio will mix fresh sounds and invite new talents to record demos and albums. In true Profero style, the entire venue will be fully wired from an all-glass digital design Pod, so all the exciting collaborations will be captured on video.
A global agency featuring a roster of high-profile clients, Profero has taken over the entire ‘Glass Box’ and will have its Shanghai business on the second floor above Factory - further enhancing the creative energy that runs through 1933.
Factory is envisioned as a social business platform, where everything is a work in progress and constantly evolving, supporting an ever-evolving and diversified mix of emerging creative talent to collaborate and create experiences, content and products that can be marketed to, procured and potentially realised by the leaders in the global creative community.

“These decision makers will be able to directly engage with the next generation of creative talent and ‘touch’ the work in Factory’s creative pods and via the Web - in a unique dining, lounging, club and retail environment. It’s this combination of social, business and creative energy that we think will provide a new platform for inspiring ‘big ideas’” said Dinsmore of Factory’s artistic salon environment.
“All the elements in Factory which this inspired team have put together fit perfectly into 1933’s own core vision. We are honored to have them with us,” said Paul Liu, CEO of Axons Concepts, developer and visionary behind 1933.

About 1933
1933 is one of Shanghai’s most ambitious urban renewal projects to date, occupying a former 1930’s abattoir, art deco power plant, and related factory buildings, it has transformed these striking examples of early 20th century industrial architecture in historic Hongkou district, into a creative hub focused on three core elements: design, lifestyle and learning.
The unique complex houses a cosmopolitan collection of cutting-edge design and creative offices, retail flagships, restaurants, bars and clubs, artists’ guilds, galleries, learning spaces and educational institutions within a myriad of unique and stunning architectural spaces.

1933 is part of a 1.2 sq km urban development plan by the Hongkou District Government to revitalise the historic district. Hongkou’s heritage as a cultural and intellectual epicenter, home to writers and revolutionaries such as Lu Xun and Qu Qiubai as well as expatriates and Jewish refugees, will be resurrected as the area becomes a vibrant, creative neighbourhood for the 21st century.

1933 is located near the major thoroughfares of Sichuan North Rd and Haining Rd, on the banks of the Suzhou Creek canal network. Directly adjacent to the Northern Bund, it is a mere ten minutes from several prominent landmarks on The Bund including the new Hyatt on the Bund hotel and the new Shanghai Cruise Terminal, as well as just minutes from a No. 4 line subway station.

For more information about 1933, visit: www.1933-shanghai.com