Atelier Alternative Architecture

Atelier Alternative Architecture is founded by the host architect Yin Yujun in 2017. It’s located in the OCT Loft, Nanshan area of Shenzhen and it’s a practice+study office that respond to the specific Chinese urban issues in a creative and practical way by studying that how should architectural design, urban design and landscape design deal with the current urbanization phenomenon.
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The brand of ATELIER ALTERNATIVE ARCHITECTURE is formed by three English words which are not often used. ATELIER（工作室） means studio and office; ALTERNATIVE（多样） means replaceable, unusual and unconventional;and ARCHITECTURE（建筑） is architecture. We wish to express the entirety of the English and meanwhile, to increase its identifiability for the market but in a context without the Chinese supporting.
Therefore we used a red line to divide the common first letter A from the rest of the words to exaggerate the three A letters. In this way, even there are some customers might have trouble reading or understanding the whole brand name, but it’s easy to identify and memorize the three A letters. 3A becomes a communicating power of this brand that’s tacit for everyone.
Red line is a line that delimits the boundaries of projects and powers which seems invisible but technically exists; red line is a legal line that delimits the boundaries of cities and buildings; red line is one of many line drawing boundaries that architects have to deal with every day. Using the red line as a designing element is a kind of perseverance that an architect has while facing the creative world of visible and invisible lines.