Zoe Lem had a dream to launch her own London boutique, My Sugarland. The shop is full of her vintage finds, favourite designers (established and upcoming) and quirky accessories. It also hosts exhibition by artists and designers as well as fashion and styling events. We (Del & Sam) met Zoe to discuss her thoughts behind the boutique and decided to put together an ideas and themes book that would form the brief for the visual identity. The themes within the book included fantasy worlds, arcane collections, the subconscious, the harlequin and the fool – as well as contrasting old and new. Zoe loved the book as it captured visually the spirit of My Sugarland, becoming a useful tool when discussing the concept with suppliers, interior designers and staff.
Del & Sam