NLGX Design - Intro Feb09

NLGXT: +86-10 6404 8088

E: [email protected] W: www.nlgx.org

33 NanluoguxiangDongcheng District

Beijing 100009CHINA

An introduction to NLGX - February 2009

NLGXT: +86-10 6404 8088



Beijing 100009CHINA

What is NLGX?NLGX is a lifestyle brand inspired by the people behind the development of Beijing into a multicultural melting pot of artists, entrepreneurs, travelers, and global-minded individuals. Through original-designed apparel, cross-cultural events, art exhibitions, and our network of partnerships, we are creating a community which embodies the spirit of change while maintaining an appreciation for timeless tradition.

NLGX is community, conservation, creation, design, discovery, innovation, fusion, preservation, sharing, storytelling, and tradition.

NLGX is the lifestyle and spirit of the “new” Beijing.

Our slogan is “Preserve...Create”, which highlights our goal of Preserving the Past while Creating New.

PRESERVE...CREATE

NLGXT: +86-10 6404 8088



Beijing 100009CHINA

Who is behind NLGX?NLGX was founded in October 2007 by Ed, Michel, and Ray - three entrepreneurs who have lived in Beijing in the tumultuous years leading up to the 2008 Beijing Olym-pics. Witnessing first-hand the changes of China’s ancient capital city, the three friends and co-founders decided to capture the new spirit of the city and their experiences as overseas Chinese living in Beijing with a fresh, lifestyle brand that is unique to the time and to the place in China’s development.

The three co-founders were born in the USA, Germany, and Canada, respectively, but share a common ground that has grown into NLGX.

Ed was born and raised in San Francisco, and has spent the last 6 years living and working in Hong Kong and Beijing. NLGX is Ed’s second business started in Beijing, and is responsible for marketing and partnerships. He enjoy the chance to share his love of Beijing’s hutongs with friends coming to NLGX. Ed has lived in the Nanluoguxiang area since 2006 and wishes for the neighborhood to maintain its original charm as an original, preserved hutong from a time long passed by.

Michel, originally born and raised in Germany came to China in 2003. Previously working at several 4A advertising agencies and currently still working in the creative industry in China, Michel is the mastermind

behind the unique designs of NLGX products and brand. Michel loves to see Nanluoguxiang turning into a melting pot of different cultures, forming a new unique subculture nestled in the beautiful historic alleyways of Beijing.

Raymond, originally from Canada came to China in 2006. He has always lived a fast-paced lifestyle from being a stockbroker, a computer scientist, and an import-er-exporter. After spending time in the hutongs of Beijing, it has changed his outlook. He has discovered the quieter side of life that is placid and preserved all at Nanluo-guxiang. Raymond believes that sometimes inner peace and creativity can be found just around the corner. Raymond is the operations and sourcing manager at NLGX.

NLGXT: +86-10 6404 8088



Beijing 100009CHINA

What’s the meaning and history behind “NLGX”?

Located several kilometers north of the Forbidden City and just east of Houhai Lake is Nanluoguxiang (NLGX), an 800-meter long North-South alleyway filled with cafes, bars, and shops all designed in classical Chinese ‘hutong’ style.

The letters N-L-G-X are taken from the “pinyin” or Romanized characters of the trendy neighbourhood of Nanluoguxiang (南锣鼓巷) in Beijing. Nanluoguxiang is where NLGX was founded, and is home to our flagship store.

Nanluoguxiang has a history of over 800 years. Once a flourishing commercial street during the Yuan Dynasty (1206-1368), the NLGX area became a popular residential area for government officials and elites during the Ming (1368-1644) and Qing (1644-1911) Dynasties. Organized in the traditional Chinese courtyard style, many of these residences still stand today.

NLGX is intersected by eight East-West hutongs, each with its own unique bit of story to tell.

Amidst the destruction of many old Beijing histori-cal neighborhoods in recent years, Nanluoguxiang was spared and designated by the Beijing government as a historical site for preservation and showcase for Chinese culture. The area received a face lift in early 2006 - the hutong road was paved with grey bricks, storefronts were renovated, and cafes and shops were opened - and the area has since evolved into a favorite spot for localhipsters, musicians, freelancers, and tourists.

NLGXT: +86-10 6404 8088



Beijing 100009CHINA

NLGX Design & CaféNLGX Design & Café is the flagship store for NLGX, and is located in Nanluoguxiang, an old Beijing “hutong” (or alleyway) with a history of over 800 years. Once a flour-ishing commercial street during the Yuan Dynasty (1206-1368), the area has since evolved into a favorite destination for local hipsters, musicians, freelancers, and visitors looking for a taste of new Beijing culture.

NLGX Design & Café is our original venue to showcase our apparel designs as well as various creations from local independent artists. Integrated into our retail area is a café, which offers gourmet coffee and smoothie drinks, imported beer, and snacks. The modern, casual atmo-sphere offers a perfect gathering place and starting point to discover both old and new Beijing.

NLGXT: +86-10 6404 8088



Beijing 100009CHINA

NLGX Fashion & DesignsNLGX original-designed products include t-shirts, hats, bags, button badges, and coffee mugs. Our designs embody the change of old Beijing – taking a contem-porary interpretation of traditional Chinese icons and col-ors. This is a small selection of what our designs look like.

NLGXT: +86-10 6404 8088



Beijing 100009CHINA

NLGX is partnering with independent designersNLGX offers both in-house designed products as well as those developed by independent Chinese designers.

With complimentary styles and interpretations of the new Beijing, NLGX works with local, independent designers for shoes, bags, stuffed toys, stationary, and various other products.

NLGX partners with the following designers: Shulong Shoes“Chinese-style” canvas sport shoe manufacturerIDBB Style by Uncle BlueShanghai designer creating stuffed animals, bags, stationary and clay-made design objectsSH/RadioShanghai based company producing notebooks, postcards and wrapping paperNine CatsBeijing designer creating “cat-themed” products of clay, bottles and postcards XLIndividual Beijing designer and actress created a line of recycled newspaper bags

and others…

NINE CATS

NLGXT: +86-10 6404 8088



Beijing 100009CHINA

NLGX Events and PartnersAt NLGX, we believe in making lives better for everyone around us. We are active in our community and continously looking for like-minded groups and organi-zations to partner up with, support and sponsor in order to put together great events in the culture, sports and music fields.

NLGX has been successfully organised events with following groups and organizations: SambAsia BeijingBeijing’s one and only Brazilian Samba & percussion groupBeijing Sailing CenterNorth China’s only option for customized sailing coursesBeijing Cultural Heritage Protection CenterChinese NGO focusing on preserving local culture and communitiesFree The WaxFW is a Shanghai-based bastard child production dedicated to presenting the frontline of groundbreaking musical pioneers from across the globe.Weliveinbeijing.comAn online community for students & expats in Beijing.

and others…

NLGXT: +86-10 6404 8088



Beijing 100009CHINA

NLGX.ORGThis is our official website which includes a regular updated blog about everything related to NLGX and Nanluoguxiang. It also gives you all the updates about our latest t-shirts collections, designs and products. You also will find plenty of pictures and videos from your latest events and activities. Please come and check it out.

www.nlgx.org

NLGXT: +86-10 6404 8088



Beijing 100009CHINA

Nanluoguxiang Area DirectoryThe NLGX area directory and map we have created to share our love of Nanluoguxiang. A detailed area map will help you guide your way around our neighborhood, the directory features most of the restaurants, bars, coffee shops and designer stores with a short intro-duction, directions and contact infos.

The NLGX area directory is available athttp://www.nlgx.org/area-directory/

NLGXT: +86-10 6404 8088



Beijing 100009CHINA

NLGX in the PressNLGX has been featured in many local and international print, online, tv and radio publications , including those listed below. A complete list is available at www.nlgx.org/about-nlgxorg/nlgx-in-the-press

Nippon Television Network (Japan), October 2008Agenda (China), May, July, November 2008China Economic Review, August 2008Trendshealth (China), August 2008CRI English (China), June, August 2008Milk (HK), August 2008L’est Républicain (France), August 2008Radio Eins (Germany), August 2008Beijing Television BTV7 (China), August 2008Spiegel Online (Germany), July 2008 Vogue (China), July 2008Elle (China), July 2008Radio Canada, July 2008Ming Pao Daily (HK), July 2008TVB (HK), June 20080086, May 2008Time Out English (China), April 2008Modern Weekly (China), March, April 2008That’s Beijing, (China), March 2008Beijing City Weekend (China), March 2008

NLGXT: +86-10 6404 8088



Beijing 100009CHINA

Contact NLGXFor more information about NLGX, our designs, our partners or our events, please contact us.

NLGX#33 NanluoguxiangDongcheng DistrictBeijing China 100009

中国 100009北京市东城区南锣鼓巷33号

Tel: +86 10-6404-8088Email: [email protected] www.nlgx.org Follow us on Facebookhttp://www.facebook.com/groups.php?ref=sb#/group.php?gid=5932990761http://www.facebook.com/pages/NLGX-De-sign/38443831703#/pages/NLGX-Design/38443831703

Buy NLGX Design online at Taobao.comhttp://shop37012289.taobao.com/

Thank you very much for your interest!

All designs and logos are trademarks of NLGX™.Copyright © 2009 NLGX. All rights reserved.

NLGX Design - Intro Feb09

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