Brand and Space re-design of a UAE-based flower shop.

In order to attract a wider audience, we wanted Pure Yellow to become an experimental space that not only sells flower arrangements but also, highlights local artists and artisans in the process. The main idea behind the re-branding was to recreate the interior of the shop to mimic a promenade, with an installation in each room. The walk-through would consist of the main entrance where a local artist or artists will be introduced to the shop visitors every month, followed by flower installations and an atelier where all the magic happens, from wrapping to personalization of each bouquet.

Pure Yellow’s bilingual logo was inspired by the elegant mix of serifs and sans serif to create a contemporary take on a classic flower shop. To highlight the idea of the neo-gallery we wanted to pursue, we created a system where artworks from local artists are printed on the wrapping paper of bouquets to create a memorable token from each client’s visit. These local artists’ works were also to be displayed inside of the shop as part of the space experience, inspired by the cabinet of curiosities - or Wunderkammer – where a wide variety of artworks and objects are exhibited in a way that tells a story.

Pure Yellow redefines commercial space into an artistic endeavor and an esoteric modern take on the “museum”.