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.

SUMMER 2016 —14 WEEKS • Branding Project
STEEPX

RESEARCH

social

minorities will flourish

 

urban civilization

 

declining middle class

celebrating multicultural, social progression inspired by urban lifestyles with a slight emphasis on being a premiere brand.

01

 

02

 

03

opportunity

 

 

01

opportunity

 

 

environ-mental

fashion: 2nd most polluting

 

paris agreement milestone

 

corporate participation

Guiding the brand to fully commit to support sustainable practices as a means to support the planet, generate revenue, and connect to the younger audience.

01

 

02

 

03

opportunity

 

 

03

political

think-alike communities

 

avoidance of partisan labels

 

open world policy

Positioning the brand as progressive, and intelligent that the demographics can relate to and feel strong affiliation with.

01

 

02

 

03

opportunity

 

 

05

high +

street

high-/street fashion crossovers

brands as think-alike communities

trend-setting individuality

Further integrating elements from high and street fashion to create an integrated, relatable brand that offers truly unique language that defines one's personality.

01

 

02

 

03

opportunity

 

 

07
02

techno-logical

interconnected world

 

integrated digital strategies

 

multiple-devices ownership

Having technology in mind as the center of the brand, and using digital platforms to complete the whole brand experience.

01

 

02

 

03

04

economic

specialized jobs

 

increased value awareness

 

rise of middle class in developing nations

Offerring products that are built to last long enough to justify its pricing, by pushing its real values, and cutting-edge yet timeless design. Shifting from the traditional bi-seasonal collections.

01

 

02

 

03

opportunity

 

 

06

generationy + z

values brick & mortar  exp.

 

life in a glass house

 

influence and be influenced

Targeting both gen. y & z as the brand's core customers. Creating innovations not just through products, but unique, & creative brand experiences.

01

 

02

 

03

opportunity

 

 

ANALYSIS

RESEARCH

Brand

Competition Chart

BRAND

POSITIONING

LIVE BEYOND
LIVE BEYOND

the ordinary

the expected

the imagination

the horizon

 

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.

Positioning statement:

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.

TIMELINE

PROJECTION

Short-Term

Projection

Long-Term

Projection

PRODUCT

CONCEPT

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.

Hanzo Trousers

Feng Sneakers

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.

Maugris Hoodie

Phoebe Sweatshirt

A tear-resistant sweatshirt that provides added safety for adventurous urban explorers. Made of Cut-Tex™ fabric.

The New

Style Capital

of the World.

DESTINATION:

BRICK & MORTAR

EXPERIENCE

MELROSE:

FLAGSHIP LOCATION

A New Mecca.

 

A 7600 sq. ft. experiential center at the crossroads where streetwear and high fashion meet.

01

02

03

04

05

Light hole panel

'Floating' staircase

Main display wall

Kinetic chandelier

The Horizon

 

03

04

07

08

Main display wall

Kinetic chandelier

Mannequin and display table

Display rack

Upper floor layout

The Horizon

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.

LIVE BEYOND

©THOMAS WIBOWO 2019. ALL RIGHTS RESERVED
SUMMER 2016 —14 WEEKS • Branding Project
STEEPX
celebrating multicultural, social progression inspired by urban lifestyles with a slight emphasis on being a premiere brand.
01
Guiding the brand to fully commit to support sustainable practices as a means to support the planet, generate revenue, and connect to the younger audience.
03
Positioning the brand as progressive, and intelligent that the demographics can relate to and feel strong affiliation with.
05
Further integrating elements from high and street fashion to create an integrated, relatable brand that offers truly unique language that defines one's personality. 07
02 Having technology in mind as the center of the brand, and using digital platforms to complete the whole brand experience.
04 Offerring products that are built to last long enough to justify its pricing, by pushing its real values, and cutting-edge yet timeless design. Shifting from the traditional bi-seasonal collections.
06 Targeting both gen. y & z as the brand's core customers. Creating innovations not just through products, but unique, & creative brand experiences.
LIVE BEYOND
LIVE BEYOND
©THOMAS WIBOWO 2019. ALL RIGHTS RESERVED
SUMMER 2016 —14 WEEKS • Branding Project
STEEPX
02 04 Having technology in mind as the center of the brand, and using digital platforms to complete the whole brand experience. Offerring products that are built to last long enough to justify its pricing, by pushing its real values, and cutting-edge yet timeless design. Shifting from the traditional bi-seasonal collections.
celebrating multicultural, social progression inspired by urban lifestyles with a slight emphasis on being a premiere brand.
Guiding the brand to fully commit to support sustainable practices as a means to support the planet, generate revenue, and connect to the younger audience.
01 03
06 Targeting both gen. y & z as the brand's core customers. Creating innovations not just through products, but unique, & creative brand experiences.
Positioning the brand as progressive, and intelligent that the demographics can relate to and feel strong affiliation with.
05 Further integrating elements from high and street fashion to create an integrated, relatable brand that offers truly unique language that defines one's personality. 07
LIVE BEYOND
LIVE BEYOND
©THOMAS WIBOWO 2019. ALL RIGHTS RESERVED
SUMMER 2016 —14 WEEKS • Branding Project
STEEPX
02 04 Having technology in mind as the center of the brand, and using digital platforms to complete the whole brand experience. Offerring products that are built to last long enough to justify its pricing, by pushing its real values, and cutting-edge yet timeless design. Shifting from the traditional bi-seasonal collections.
celebrating multicultural, social progression inspired by urban lifestyles with a slight emphasis on being a premiere brand.
Guiding the brand to fully commit to support sustainable practices as a means to support the planet, generate revenue, and connect to the younger audience.
01 03 05
06 Targeting both gen. y & z as the brand's core customers. Creating innovations not just through products, but unique, & creative brand experiences.
Positioning the brand as progressive, and intelligent that the demographics can relate to and feel strong affiliation with. Further integrating elements from high and street fashion to create an integrated, relatable brand that offers truly unique language that defines one's personality. 07
©THOMAS WIBOWO 2019. ALL RIGHTS RESERVED
LIVE BEYOND
LIVE BEYOND