F22 FOTOSPACE at THE PENINSULA
Art Direction
Branding
Photography
Advertising
The new f22 fotospace is located in the legendary The Peninsula Hotel, focusing on rare vintage cameras. Our job is to redefine their minimalistic branding to accompany the British gentlemen’s club inspired interior, and to create packaging that excites vintage camera aficionados.
We worked with an archive of antique camera catalogues and photographed them into a classical gift wrap inspired continuous pattern, giving the customer giddy feeling of opening presents. Catalogues are photographed and printed to 1:1 in scale with their original tears and wears. It becomes a little treat to go through them one by one.
A set of camera pouches are developed for protecting the cameras and lenses in style. They are made of fine Italian suiting fabric with water-proof interior and heavy padding.
A historic column was accidentally uncovered during renovation. The 1920s Art Deco plaster moulding column represents the great legacy of this colonial luxury hotel and coincides with the store’s British heritage style.
A continuous border pattern derived from the column uplifts the existing branding to one that uniquely belongs to this dandy new site.
