Creative Director: Stephan Jinup Son
Industrial Design: Antonin Agdigos, Masamaro Fujiki, Takuya Idehara
Graphic Design: Ilya Sandomirsky
Proposal for a China based furniture company transitioning into pre furnished apartment complexes. I was tasked with creating a stationary set for new renters, but expanded the proposal to a consumer products brand encompassing apparel and electronics worked on by the industrial design team.
The driving idea—drawn from the Chinese concept of Xiaozheng, finding small moments of happiness in everyday life—was to give new renters, a millennial audience building their first homes, a blank slate and the tools for self expression. The messaging is simple and direct, but infused with humor, to communicate to an international audience. People are given the tools to customize their products allowing for self expression, and to turn the ordinary into whatever message represents them.