參展單位

WORKER PLAYGROUND UNION PLANNING & DESIGN CO., LTD.
仝企劃設計有限公司
www.facebook/workerplayground

  • 男裝
When a place undergoes economic takeoff, it often spurred the consumption demand of its people while heightening their sense of identity. Men’s wear no longer serves the sole purpose to clothe their body but an embodiment of personality, fashion, taste and cultural value. It comes in a wide range of collections and leisure clothes have occupied a niche of fashion. Nowadays, instead of creating many lines of style and trends, the different clothing brands sought after sophistication and refinement of style.
Clothing design and branding are symbiotic, with the latter being an intangible asset that gives an added value to the products. Consumers enjoyed a feeling-based experience when they come across a style of design, which carries a brand name that would stimulate their desires to own some of these designers’ pieces. Once they identify themselves with a brand, an ardent fervor and feeling of affinity followed, that would develop, progressively, into an emotional attachment. The evolution of the brand thus becomes the fuel to the passion of its followers and its products are driven higher by the intangible value of the brand attributes. Likewise, Worker Playground is born out of a passion of its own.

Worker Playground, an original brand name of Macau, is inspired by the long-gone “Workers’ Sports Ground” of the city. It is conceived to revive a legacy of collective memories, so strongly held by a many people. The design sets about making men’s clothing through inputs from American and British streetwear, with a thoughtful attention to blend local elements into the entirety. Target marketing, instead of mass marketing, has always been the preferred option. Our target consumers are those who have been hit by the British, American and Japanese pop cultures of the 1980s to 1990s. They are in their maturity now, financially well-off and still packed with dreams and passion.

Worker Playground came into being in 2012 marked by the collection “Be True To Your Playground”, a catchphrase to remind that we should remain true to our dreams. Recently, this motto has been replaced by “For Men want to be boys; For Boys want to be men”, an idea to relate to young people and turn them into customers.

Of our previous submitted designs, we had touched on different elements of Macau, like Macau Grand Prix (projected into motor culture) and its history of aviation (evolved into military culture). The current proposal is a continuum of our well-thought-out creativity, encompassing a collection of eight designer pieces themed on the “North District and South District” of the city.

North District
Macau is a small city with different zones boasting a unique scenescape where people’s livelihood varied from district to district. In the densely populated North District, composed of Areia Preta (known as Hac Sa Wan in Chinese), Ilha Verde (known as Ching Chau in Chinese) and Tamagnini Barbosa (known as Toi San in Chinese), it has a wider mix of people from different backgrounds. Four decades ago, it was concentrated with immigrants, non-resident workers, impoverished families and people of dubious character. By then, scenes of youngsters playing jai alai sports (a kind of sports-betting that no longer exist) in alleys and open grounds were a commonplace, not to mention street racing at times. By fusing these urban elements into our design concept, a part of the collection is named “Hac-Ching-Toi”, a term that sounds so gangster when spelled out in Chinese character (黑青台). It’s definitely an indispensable outfit of men’s streetwear.

South District
The South District of Macau is characterized by middle class values, very different as compared to the North District. It is the home to the local Macanese community and its residents are financially healthy. The collection inspired by elements inherent of this district has a relaxed and casual expression, European in style and underpinned by a classic gentleman’s charm.
All in all, the entirety of the collection is set to bring out the contrasts in lifestyle between the two districts and showing the bicultural identity of Macau. The distinctive socio-urban setting of North District and South District will be reflected in two prominent styles of Worker Playground’s upcoming design collections.


隨著經濟突飛猛進,人們的消費需要和精神需求日益提高,男仕服裝已不再是原有意義上的遮身蔽體,它所體現的是一種個性、時尚;更蘊含著品味和文化在內。而男裝產品發展亦趨向系列化、休閒化。現時品牌基本上不會出現很多不同的風格在一品牌內,而是如何將風格做得更精準及更到位。
服裝的設計與品牌的設立唇齒相依,而品牌更是一種無形的資產;是產品的附加價值;是消費者的情感體驗,品牌文化意味著吸引人們的向嚮和追求。消費者一但確實某種品牌適合自己時,便顯示出對其情有獨鍾的非凡熱情,而對品牌會有感情上的依托。品牌也就為不斷地激發人們情感而存在及發展,而產品亦不單只物有所值,而是物超所值,超值就是在品牌在產品上的無形附加值。本品牌亦因應這種激情而成立。
Worker Playground,一個澳門品牌,以澳門工人球場為概念,勾起澳門人集體回憶的情感而命名。服裝設計上以英、美街頭服裝為藍本,加上一些澳門精神隱藏在服裝的設計上。在市場上以'窄播'而非'廣播'推廣,針對某種些特定羣體男仕為對象。而目標羣體均經歷過八九十年代英美及日本流行文化入侵的洗禮。昔日他們年輕,今日他們成熟,有經濟基礎,但仍充滿著夢想與激情。
品牌於二零一二年推出時以'Be True To Your Playground '為口號,標榜忠於自己的夢想。最新口號為'For Men want to be boys. For Boys want to be men'希望能將目標羣體擴展至年輕一代。
本品牌在過往的作品中已涉及不同的澳門元素;如澳門大賽車(亦引伸至車文化)、澳門航空歷史(亦引伸至軍事文化)。而是次呈交的八件作品,亦連貫一向的創作思路,將一些澳門情懷,透過我們的創作手法,展現其中。主題為'North District and South District'。

North District
澳門雖然是很小的城市,但不同的區域有著不同的生活形態。如北區(North District), 又分為三個主要地區:黑沙環、青洲、台山。這個區域亦是一個品流復雜、龍蛇混雜的地區。區內的人日常以打回力球(Jai Alai一種在澳門絕跡的賭博運動)、颷車等。在創作上,我們簡稱為 '黑青台' 。這個名字極有幫會的味道,非常合適應用在街頭服裝上。

South District
相對於北區,南區的生活形態就截然不同。南區生活極為中產。都是有經濟水平的區域,更是土生葡人的集中地。所以在South District的系列中,將一些休閒伸仕的元素融入作品中,帶出一種歐洲休閒氣息。突顯出兩個區域生活形態上的對比。

而South District 與North District亦是本品牌在未來發展中不同風格系統的分野,將產品分成兩個支線。
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