[Visual Identity]
[Spatial Design]
[Art Direction]
An experiential brand activation for STACCATO x Strawberry Music Festival, bringing fashion, music, and interaction together across four cities in China.
Timeline: 04/2025-06/2025
Role: Lead Graphic Designer
Client: STACCATO
Produced at: aolab design studio
Ideation:
Drawing from STACCATO’s musical roots, the concept connects fashion with the energy and rhythm of Strawberry Music Festival.
Experience Journey:
The experience is structured as a journey from entry and product discovery to creative interaction and live performance.
Spatial Experience:
The graphic system expands through scale, repetition, and movement, transforming the brand identity into a physical environment visitors can move through and interact with.
Adapting Across Cities:
As the activation expanded beyond Chengdu, the spatial system was adapted to different venues while preserving the same visual language and visitor journey.
Chengdu: Original Layout
The original experience was designed around Chengdu’s open festival site.
Shanghai: Site-Specific Adaptation
The system was reconfigured to fit Shanghai’s narrower, linear venue.
Hefei/Dongguan/Nanchang: Modular Layout
A flexible modular layout was developed to adapt across multiple festival sites.
Brand Touchpoints:
The identity extends across wearables, signage, and event collateral, creating recognizable touchpoints throughout the festival experience.
Live Experience:
Originally designed for Chengdu, the activation expanded into a 5 city rollout following a positive client response.
