This project involves the creation of the visual identity and a series of interior graphic art pieces for the opening of the Macau COACH flagship store. COACH, a global fashion house founded in New York in 1941, is renowned for its exquisite leather craftsmanship, innovative designs, and modern American style.
The core concept of this visual campaign is "Spatial Transgression," aiming to artistically blend the unique urban street elements of New York with the distinctive cityscape of Macau. This establishes a fantastical cultural dialogue between the two cities. Through the deconstruction and reassembly of architectural structures, the iconic elements and cultural symbols of both cities collide and intertwine within the space, transforming into "keys" that connect them.
This artistic series is designed to reshape the visual experience of the retail environment, guiding viewers beyond the boundaries of reality to experience the infinite possibilities and poetic imagination born from cultural fusion.
| Client | COACH |
| Year | 2025 |
| ART DIRECTOR | Kun Lam |
| DESIGNER | Kun Lam |
| Scope | Print, Art & Culture, Digital |
This project involves the creation of the visual identity and a series of interior graphic art pieces for the opening of the Macau COACH flagship store. COACH, a global fashion house founded in New York in 1941, is renowned for its exquisite leather craftsmanship, innovative designs, and modern American style.
The core concept of this visual campaign is "Spatial Transgression," aiming to artistically blend the unique urban street elements of New York with the distinctive cityscape of Macau. This establishes a fantastical cultural dialogue between the two cities. Through the deconstruction and reassembly of architectural structures, the iconic elements and cultural symbols of both cities collide and intertwine within the space, transforming into "keys" that connect them.
This artistic series is designed to reshape the visual experience of the retail environment, guiding viewers beyond the boundaries of reality to experience the infinite possibilities and poetic imagination born from cultural fusion.
