DAFF by The Ice Cream Truck

Their summer parties may have become the stuff of Shanghai legends, but that, it would seem, is not enough for fun-loving local collective The Ice Cream Truck (TICT). Bigger, better and stronger than ever, they're now spreading their wings to other areas of creativity in the form of this weekend's Design, Art & Fashion Fair (DAFF). To provide a bit of background, the company's core four found time ahead of the artstravaganza to sit down with CreativeHunt for the lowdown on what to expect, as well as how they made the jump from pool parties to design...

As Managing Director, Cynthia Fernandez recalls, it was the group's early parties, some two years ago, that spawned the TICT of today and proffered glimpses of the collective's future endeavors. "It was mainly for our friends, just to have a good time. More and more people started coming, so we carried on – more like a hobby really. The idea was always the same though – always outdoors and in unique locations".

David Lin, Creative Director joins in: "In Shanghai there can be 50 parties every night, but what we started with was with day time activities – an underground vibe but during the day in random venues around the city – the Moller Villa Hotel, for example. Shanghai has this notorious clubbing culture – you know, VIP bottle service, fancy-schmancy. We wanted to do something different".



That 'something different' proved popular, particularly amongst the city's creative crowd, attracting artists, designers, restauranteurs and the like. "For example, I noticed at lots of our parties there was this blond haired girl going crazy on the dance floor", recalls Sam Maurey, TICT's Music Director. "Turns out it was [local fashion designer] Frau Ana, and through meeting in that way, we've worked with her on a couple of projects, and will do again on Saturday for DAFF".

As demand grew, the possibility of turning a passion for partying into a full-time job seemed closer and closer and, earlier this year, TICT finally took the plunge. Along with newest recruit, media man Rhys France, they've expanded not only their loyal network of freelance photographers, DJs and interns, but also their horizons.

Cynthia explains: "When we developed this new face of the company we thought carefully about what we really wanted to do, and what we wanted to give back. We were all convinced that we wanted to bring to Shanghai another element of lifestyle, leisure and entertainment... essentially what we've always been about is encouraging creativity and exploration of new ideas".



Which brings us nicely back to this weekend's main event, DAFF, taking place at South Bund's Wharf 1846. Comprising some 30 designers' booths, the afternoon seeks to showcase talents both established and emerging across all facets of design. There'll also be a fashion show, courtesy of the aforementioned Frau Ana, Snoozer Loser and China-newcomer USW, live art from Brand Fury One and Sten-Solo, and a row of tents jam-packed with Time Out's pick of up-and-coming artists. Music comes in the shape of Trix and Milan J as well as a tempting array of sweet treats from some of Shanghai's culinary kings and queens ("erm, cookie design?" ventures Sam).

In keeping with this new, lifestyle direction, the likes of local brands Finch, Jonas Design and Josie Chen will all be in attendance, showcasing their wares against Wharf 1846's city skyline backdrop. Visitors can simply wander and peruse, or pick up a piece or two of local design at any of the pop-up shops planned for the event.

"DAFF really represents what we want to do and where we want to go – it's all in keeping with the TICT philosophy", explains Cynthia. "It's not about money, it's about giving something to the community... not just expat, Chinese or whatever – there's so many different circles in Shanghai and what we we want to to is gather that creative energy from all these various pockets".


Frau Ana (l) will be showcasing her creativity, as will local talent Mojo (r)

The weekend's event, the foursome hope, will be the first of many similar day-time happenings. But that's not all the group have up their collective sleeve: fresh from organizing a successful shindig for American Apparel, the company seek to work increasingly closely with brands in the field of event marketing.

Happily, though, the parties will continue, hopefully, says Sam, with more and more international acts. "We'd like to work on flying over more DJs from abroad. We've built a great local network and that's how we started. Now, we want to build up even more support for artists. Hopefully you'll see some of that at our Halloween warehouse party – we're organizing it now and it'll be amazing!"

To get a taste TICT, bold new direction and all, head over to Wharf 1846 this Saturday. If you're still undecided, how's this for a deal breaker: "We specialize in unpretentious fun, for fun's sake", asserts David. "It doesn't really matter whether it's fashion, furniture and cookies or music and parties – it's all creative talent and that's what DAFF will be all about."

For details of Saturday's DAFF, check CreativeHunt's listing here, and to keep up-to-date with TICT goings on, check their website here.