How do you capture the imagination of a rapidly changing Chinese market?
L Living is a new business founded on the shoulders of China's leading homeware franchise: Luolai Group. To stay ahead of the curve, the Group needed a new brand that would connect with the world's fastest-growing middle-class consumers.
Our challenge was to keep pace while grounding the business in something concrete.
Rapid developments in China have brought with it a younger, cosmopolitan and internationalistic attitude where ideas are spread quickly across social platforms. Inspired by this fervent media consumption, we defined a direction that was as high impact and conducive to change. We called it 'Living in a Magazine' and it allowed consumers to imagine a dream space and stay receptive to seasonal ideas.
The direction led to a Store Flow and Communications Strategy with a hierarchy that ensured a clear filter of information. Just like a magazine the aim was to provoke interest and then draw customers into the detail.
→ 5 Furniture Collections
→ 65 Furniture Items
→ 3 Store Design Concepts
We worked closely with L Living for 3 years to define the name, identity, furniture collections and store experience of the new business. We worked hands-on to develop 65 items of furniture and supported the role out 3 franchise stores and 2 trade exhibitions.