Beija London
brand update planning

Collaboration project  2022
physical interactive installation
Organza, chiffon, acrylic, wood

Beija London is a lingerie brand based on a female demographic. The project builds on the brand concept by improving
the image of the brand through an activity based on an interactive installation, making the brand concept more relevant
to the brand's positioning. Participants can access a small installation of flower sticks and random objects through a
flower-shaped device made of lingerie-like material overhead in the space. The main aim of the project is to reflect on
the stereotypical image of women, where any object pulled out of a flower can represent a woman, not just the traditional
objects that represent women such as flowers. Through the campaign it is hoped to create a space for women to
communicate and create a base for women through the brand's offline shops, thus deepening the connection between
the brand's concept and women's power.

                                                                                                                                                                                                                       Installation design: Hanchang Gao

                                                                                                                                                                                                                       Space design: Shi Shi

                                                                                                                                                                                                                       Concept development: Yuhan Ma, Wei Li

                                                                                                                                                                                                                       Graphic Design: Yidi Zang

                                                                                                                                                                                                                       Photography: Chanelle Carty