LAVIES

In the eyes of the most vital and creative Generation Z, art is no longer an obscure concept or a painful mask, but has become more concrete and everyday. In focusing on the expression of their own behavior, they find a balance between individual development and group identity.


Generation Z is eager to receive a quick response to their self-expression and to gain the attention and popularity of the group. With the rapid development of streaming media, they are also the first to catch the trend of novelty.


The preferences and perceptions of consumer groups deeply influence the commercial development of brands, advancing towards more subtle lifestyles and scenes of experience, and reflecting the rise of the values of the new middle force in society. The design is to amplify the most subtle changes, fully integrate the multi-dimensional scene changes with the commercial demands, and build a brand development curve with sustainable growth power.


The project is located in the heart of Hangzhou's Lakeside Pedestrian Street, which is known as the "center of the universe". Surrounded by international luxury brand stores and trendy stores, it has long been the most densely populated complex trendy neighborhood for young local hipsters and tourists.


The entrance on the first floor is located next to the most crowded luxury windows, reinforcing the attention of the group to LAVIES. The entrance on the second floor combines the green color with the red color of the interior, and the collision of colors and the slogan played in a multimedia loop, which brings out the brand's distinctive fashion attitude.


In such a strong commercial culture, the core concept of the brand cannot be fully reflected by the eye-catching visual communication alone. At the beginning of the design concept, the design team focused on the exploration of the lifestyle and possibilities of the consumer groups, giving the space more topics and a sense of participation.