INTERVENTIONS:

CASE STUDIES -

INTERVENTIONS: CASE STUDIES -

ART BASEL MIAMI

OBJECTIVE: Create an immersive art installation in the heart of the newly opened Showfields retail store in Miami beach, to build momentum, and cultural currency for the new store, and bring joy to the Miami Beach community during the first Art Basel post the pandemic.

STRATEGY: Curated a theme for Showfields a retail concept merging art, innovation and retail during Art Basel, titled f ‘Art is Everything ‘ about  Togetherness in response to the need of intimate connection in IRL experience that are at once visceral, joyful, and hopeful, right after the pandemic. As part of the curation, we invited the artist Wade & Leta, to create an immersive site specific art installation, around which a dance performance will take place. The installation titled “Healing From Another World,’ created a sense of wondrous joy and overwhelming excitement, a floating universe that flows and bounces from the first to second floors of Showfields Miami’s historical space, enveloping its metallic slide in a sea of Floridian-inspired hues of color and contrast

IMPACT

  • Increased Foot Traffic:  Significant increase + impressions

  • Cultural Currency: Elevated the positioning of Showfields as an Art hub, beyond just Art Basel.

  • Emotional Connection: The theme further strengthened connection, and brand loyalty.

Customer Engagement:

Increased the likelihood of return visit and word to mouth.

LORO PIANA

OBJECTIVE: Creating a elevated and highly artistic neuroaesthetic campaign for the luxury cashmere house of Loro Piana, part of LVMH, in the form of retail design, pops ups and windows, creating a new value proposition for its customer.

STRATEGY:  Developed in close collaboration with Eva Mai, Brand Image Studio Director at Loro Piana, the project shaped a highly tactile neuroaesthetic visual experience for the global windows, centered on storytelling and craftsmanship. Drawing from the mythology of goats as symbols of warmth, life, and protection across ancient cultures, the concept explored a sense of extraordinary discovery, mysticism, and quiet wonder. The visual language drew on oversized ceramic animals, shaggy ceremonial costumes, masks, and untamed textures, translating these references into sculptural spirit creatures. Composition, texture balance, scale, volume, and color played a key role in bringing the concept to life. The result was a herd of soft, mediative, protective Beasties carrying the grace and noble stature of the animals they echo, creating a visceral and nurturing encounter with the material world of cashmere..

IMPACT

  • Increased Brand Loyalty:  Storytelling interweaved with the material intelligence, furthered the connection to the brand

  • Differentiation: The experience set Loro Piana apart from competitors, and elevated it into a more artistic realm in affinity with the dominant LMH brands within the portfolio.

  • Emotional Connection: Based on the symbolism, playfulness, nurturing,  and tactile  material chosen for the project.

Recognition:
The design received an award for best design by Windowswear and VMSD.

COACH

OBJECTIVE: Create an exclusive pop-up shop and collection for IFC MALL in Honk Kong in celebration of Coach’s 75th anniversary, the third of its kind in Asia after Beijing and Japan, with the aim to amplify and reposition Coach new direction, while giving a nod to its history, to boldly attract and connect with the local audience.

STRATEGY:  We revisited Coach's archives and brand story, and imagined  a design concept that originated from a library. The objective is to modernize and subvert the traditional library aesthetic, infusing it with a contemporary artistic lens and incorporating new materials and brand codes that align with Coach's vision. Through this approach, we  introduced fresh elements such as a larger-than-life Rexy Mascot and a co-creation craftsmanship bar that showcases Coach's exceptional artisanship while playfully giving a nod to its history.  By utilizing these strategies, Coach can establish a unique and exciting brand identity that uniquely resonates with the local customer across various generations, with a playfully engaging customer journey,  nuanced cultural and design references  and elevates the overall customer experience.

IMPACT

  • Increased Brand Awareness: Over 2 Million IRL impressions

  • Stronger Brand Identity: Rexy took off as a recognizable and lovable brand mascot.

  • Enhanced Customer Experience & Sales: A sold out highly photographed experience.

Deeper Cultural Connections: 
By honoring and incorporating a customer journey and ritual connected to the local culture.