Swing, a concept shop in Harlem, New York.

This « Harlem boutique like no other », characterises multiculturalism and creativity, and offers a eclectic selection of products ranging from high-end fashion such as Rick Owens and Martin Margiela, to lifestyle goods such as Urbanears and original paintings.

I was asked to design a logo inspired by the word Swing, adding to it a playful twist. Swing is also used as an acronym: S for Signature/fashion, W for Wonderland/kid, I for Icon/beauty, N for Nest/home and G for Groove/music and art.

The striking window graphics have significantly increased the store’s footfall and positioned it as a hype location in the up and coming Harlem area in New York.