751 DESIGN STORE

Create More Possibilities

                    How should the 751 Design Store position its brand, located right next to the global art center of 798 Art District? This was a question we discussed at the initial stage of the design process. We wanted to ensure that the commercial entity, which focuses on design, would distinguish itself from the 798 style that many people are familiar with through visual language.

To achieve this, we decided to separate the business projects that were originally mixed together and give each project a new description. We then reintegrated the projects back together, resulting in the packaging of a design store becoming the integration of five brands: books, gifts, clothing and accessories, home furnishings, and cafe. For each item, we designed individual visual signs and applications and targeted them with five specific design languages: orient, minimalism, vintage fashion, modernism, and aestheticism. These languages come together as a collage, filling the visual system of the 751 Design Store with the possibility of endless changes while maintaining a unified style.

ART DIRECTOR: Nod Young / Guang Yu
DESIGNER: Yan Yaoming / Nod Young / Pan Zhengzhong / Guang Yu
ILLUTRATOR: Andrey Kokorin
YEAR: 2017
CLIENT: 751 Design Store