HERE by AW LAB - the new streetwear concept store dedicated to the world of women. The store is located in Milan, Corso Garibaldi 12 Italy

Understanding of the target market in terms of needs, aspirations and desires in order to design the strategy and visual identity of a new brand, a brand whose ultimate expression is in a concept store synonymous with creativity, self-expression and interaction.

HERE is the name of the new brand, a name which contains the word HER, underlining the attention to women, but which ultimately shows a desire to exist in the here and now, to be close to consumers in their everyday lives. The brand logo is easily recognisable and its precise proportions echo the AW LAB logo. The mirrored final ‘E’ highlights the presence of the word ‘HER’ whilst also representing a woman looking at herself and the expression of her individuality in the mirror. 

The colour palette shows the strongly feminine personality of the brand, whilst the use of 3 different yet complementary typeface families, along with an iconic and unfiltered photographic style, provide an expressive language capable of giving a voice to the street style culture of the brand’s community.

The store entrance and ground floor are designed as an exhibition area where custom furnishings show inspiring overall looks. The upper floor, which is also home to a lounge and a make-up station, is designed to be a consulting area where store assistants can help consumers. An experience for women only!

Client manager: Domitilla Lacarbonara
Design Strategy: Sara Borchiero
Retail Design: Giorgio Terraneo, Michela Vado
Video by: Riccardo Bellei
Art direction & Visual Design: Leonardo Traina & Giuseppe Mascia