Img 4871 Copy

Img 4871 Copy

INTRODUCTION

INTRODUCTION

Marguerite Lee created the Asian empire of luxury intimate wear back in the late 1970s. La Perla and other European collections were the most celebrated labels in her house of lingerie. Subsequently, the emerging market in Mainland China and the rest of Asia were in the midst of economic booms, starting in the 1990s and beyond. Before the turn of the millennium, LI&Co. was approached by then chairman, Mr. Willie Fung, to rebrand the boutiques with a refreshed approach. Asian sexuality is still deemed as a subject of taboo, so emotional sensitivity was regarded highly in the design process. The rebranding exercise was extremely challenging, yet pioneering. The design studio was tasked to re-examine the DNA, branding and shop Interiors, down to details such as mannequins, uniforms, logo, shopping bags and gift-wraps; all details catering to pamper its clientele. The design studio’s solution: The Interplay of Masculinity and Femininity with elements of seduction and surprises. Through the initial collaboration, Marguerite Lee introduced LI&Co. into the world of high-end retail.

FACADE

FACADE

Minimalism was selected as the backbone of Margeurite Lee’s new look. From window display, shop interiors to uniform and gift-wraps, all details were carefully fine tuned in order to refresh and update a brand that has been around for more than 40 years.

MASCULINITY

MASCULINITY

Upon entering the boutique guests are greeted by two large columns constructed in American dark walnut, which are anchoring on each side of the entrance. The pair of drum-shapes embraces the guests like two bulging biceps that lead you into a serene setting beyond.

FEMININITY

FEMININITY

Each of the torsos-like columns conceals an element of seduction within in its core– the fitting room. Large photo prints are sheer off behind soft mesh that is lit on either side of the full height mirror within the space.

PURE FORM

PURE FORM

All details were created with minimalistic approach, incorporating simple shapes and pure forms. Sheep skin rug under the barrel stool provided a touch of sensuality and purity.

FLORAL

FLORAL

Photographer Ellen Leou, a graduate of UC Berkley, created several of the large photo-murals specifically commissioned for the new look.

UNIFORM

UNIFORM

New uniforms for all staff, which took on inspiration from traditional Asian wears, were redesigned with comfort and mobility in mind. The new look also helps to present a softer and refined style that is associated with high-end retail.