Co-founder of Algorithm Talks About Lifestyle, Dining, and Design

Founder of Sanlitun's Algorithm Talks Lifestyle, Dining, and Design

Annie Lin | Aug 17, 2016 11:30 am | Add a comment | 2263 reads

The newly opened concept store, Algorithm, is redefining lifestyle. Centered around a minimalistic design aesthetic, the team has striven to integrate casual dining, fashion, and home accessories with the intrinsic purpose of relaxation.

Customers are invited to browse through their carefully curated selection of products, try on chic outfits or get garments tailor-made in the VIP section. This shopping experience can be enhanced by dining in the contemporary upscale setting upstairs, where you can treat yourself to delectable open-faced sandwiches or a comforting waffle grilled cheese.

Before you visit, keep reading for an insider’s introduction to the store from Algorithm founder Hu Nan. In our interview, she discusses everything from the dining experience they offer to their design concept and creative direction.

TBJ: Where did the idea for Algorithm originate from?
Hu Nan: There is a sentence by the poet Rumi, “let the beauty we love, be what we do.” I think that is our inspiration.

Who are the founders?
My co-founders and I. I previously worked as executive chief editor for Fashion China Magazine and also did freelance brand consulting for many fashion brands. My co-founders worked in graphic designing, media, and the restaurant business.

What products/services do you provide?
A wide range of lifestyle products including food, furniture, plates, fashion, accessories, stationery, and bespoke services.

Who are the clothes being sold designed by?
When I was working at the fashion magazine, I founded and held the first fashion showroom for Chinese independent designers during China Fashion Week. Each designer or brand was carefully selected then. Since I decided to open Algorithm, these designers, who have also become my friends, have been very supportive toward putting their collections up for sale in-store. In the near future, I will be introducing some foreign independent designers to our store.

Could you tell us more about the option to get tailor-made garments?
We have two friends that specialize in tailor-made designs. Markus, a professional menswear designer, and Jenny, a bridal designer. Their samples are in-store and if a customer is interested, we will make an appointment for them to get outfits tailored.

What sort of dining experience are you hoping to provide for customers?
We hope all our customers can enjoy the best of food in a tasteful atmosphere. You should be able to experience fine dining in a casual environment, a cozy brunch where you can bathe in the gentle sunshine, or have tea on a lazy afternoon with some dear friends.

Could you describe the menu and price range?
The menu is designed in accordance with seasons, just like the way we do in fashion. Every dish is named after a city that has a personal story attached to it. For example, the open sandwich we serve to start your meal is called Copenhagen, the city where my business partner and I met for the first time.

For dinner, the average price is approximately RMB 180 per person. For brunch, the price is about RMB 120.

Could you describe the space for our readers to envision?
This two-story glass house is designed as a space to demonstrate an aesthetic lifestyle. We aim to create different scenarios in life, instead of simply being a boutique and restaurant.

Furniture is displayed everywhere. When having dinner on the second floor, your table settings are all purchasable, even the table and chairs. The first floor is designed with a living room in the center and a big closet next to it.

There is also a VIP space on the other side of the second floor, where you can have your clothes and accessories tailor-made.

What was the design concept behind the store? How was the interior design carried out?
We imagined a place where we could spend all day, living the life we wish, and we made this dream come true through Algorithm. We worked out the style and some major details, it was then carried out by KUO space design team whom we’ve collaborated with many times before.

Who are your target customers?
People who share the same aesthetics and lifestyle as us.

Are you intending to change or influence Beijingers' lifestyle? If so, how?
No. We believe that there are lots of people who want a place like this. We’ve simply created what they want and hope that they can enjoy their time with us.

What does the name Algorithm mean to you?
To us, style is not just a feeling or emotion. Your choice of restaurant, food, clothes and accessories is actually a spontaneous result of your taste algorithm.

As a new business, what are your goals?
Be cool!