Extending the presence of côte&ciel from a tech accessories company into a full-fledged lifestyle brand.
côte&ciel is a Parisian brand that was commissioned by Apple to make tech accessories for them in the early 2000s. The brand has since evolved into a brand that is well-known for their backpacks with their cutting-edge design that combine the rigid, and abstraction in forms.
When tasked to pick a brand to revive or extend for my senior project, I, with the guidance of my instructor James Chu, chose to pick the Parisian brand to move further, even beyond what they've already done by envisioning what their brand shall and can do in the next decade.
minorities will flourish
declining middle class
fashion: 2nd most polluting
paris agreement milestone
avoidance of partisan labels
open world policy
high-/street fashion crossovers
brands as think-alike communities
integrated digital strategies
increased value awareness
rise of middle class in developing nations
generationy + z
values brick & mortar exp.
life in a glass house
influence and be influenced
Why 'live beyond'?
côte&ciel in French literally means coast & sky, while figuratively it can also mean 'beyond the horizon', and the proposed branding extension needs to embrace the vision from its conception.
With the proposed criteria listed above, the future direction of the brand relies on pushing boundaries, and embracing the world of beyond in technology, culture, and socio-environment.
côte&ciel offers value-for-money, technologically-advanced apparel and accessories for discerning, and culturally progressive customers. The brand also accentuates each unique personality with proud nonconformist attitudes through avant-garde products, multisensory offerings, and fun brand experiences that captures the essence of modern, responsible, and youthful lifestyles.
Sól Coat + Trousers
Photovoltaic-film coated melton cashmere-wool blend coat and trousers that store solar energy into the solar cell apparel that can be reused for an extra heat source when it gets too cold.
A pair of trousers made of waxed denim and elastane waistband with modular pockets system that uses Reance SF™ ultra-flexible neodymium iron boron magnet inserts inside the pockets, attachable to the stainless steel ribbon-lined parts of the trousers.
Black calfskin leather sneakers featuring laceless design with easy-entry-easy-out magnetic closure that helps provide secure fitting without the effort.
A sweatshirt that mutes the bustling world around the wearer with its oversized hood over its more traditional smaller hood.
A tear-resistant sweatshirt that provides added safety for adventurous urban explorers. Made of Cut-Tex™ fabric.
of the World.
BRICK & MORTAR
A New Mecca.
A 7600 sq. ft. experiential center at the crossroads where streetwear and high fashion meet.
Light hole panel
Main display wall
Main display wall
Mannequin and display table
Upper floor layout
The concept for the Melrose flagship features smart light panels that help redirect and tunnel sunlight into beams to light up the interior. The architecture of the panels also allows endless customization to be done to the exterior of the building, i.e. having seasonal sculptures, light display, solar panels, or multi-storey billboard attached.
When entering, the visitors are taken to float above the ground through a set of stairs to put emphasis on 'beyond the horizon'. Once in, the visitors are greeted by the combination of modern wavy, and geometric forms around them, with a kinetic chandelier that changes its form like floating waves.
On the top-most floor, the Horizon, is a mixed-use space that regularly hosts both inside and outside events like concerts, art exhibitions, product launches, and fashion shows.
More than just a boutique.