Building an avenue with full of charms
This jewellery brand was created by a silver manufacturer in
Bangkok. It consisted of silver charms shaped like everyday objects.
The company wanted to enter the Japanese market by selling the jewellery in Japanese department stores. The market was already crowded, however, with well-established charm brands such as Thomas Sabo and Pandora.
We created a strong, distinctive brand name and profile from scratch in order to separate it from other brands. As the charms depicted everyday objects, they were grouped into ‘departments’ such as clothes, shoes, food, and kitchenware, and then displayed in intricate, detailed ‘shops’. The shops were then displayed together as a replica of a small town called "Charm Avenue", complete with seasonal decorations and changing scenery.
We created the displays as a system of pop-up shops, which were launched in famous department stores across Japan. We also created packaging in line with the brand’s identity.
• Visual Merchandising
Various Department Stores, Fukuoka Prefecture
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Rm 501, Park Commercial Centre
180 Tung Lo Wan Road, Hong Kong
Tel: (852) 3426 8312
125/3 Soi Sukhumvit 65
Prakanong Nue, Wattana, Bangkok 10110
Tel: (66) 2714 4324
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