Lafiye

2023
Concept & Art Direction, Installation & Production,
Product Launch - SOI Menteng Cik Ditiro
Interior Designer - Melissa Ardani

Designing a set design and exhibition for the Lafiye launch event of the Lua Fold Square Scarf. Lafiye's latest collection is a collaboration with one of the writer podcasts, Ntsana, and it's called the Lua Fold Scarf. The concept of this collection is centered around mindful thriving, emphasizing empowerment through self-awareness as a tool for personal growth and positive change. By understanding and embracing our strengths and weaknesses, values, as well as emotions, we can make better decisions, set more meaningful goals, and overcome challenges more effectively. They've named this concept "Mindful Thrive." The challenge of this project is how to deliver the message from this collection into an installation and how to maintain Lafiye's identity, which is a minimalist womenswear brand that values and cultivates elegance in its elevated functional ensembles, at the core of this installation.

Designing an exhibition and installation for this collection, creating a storyline, upon their first visit to the room, visitors will be greeted by a hanging fabric installation in the center of the area. Additionally, there will be a dedicated space for introducing Tsana, this collection, including a video campaign. There will also be a display of real fabric to showcase the texture of the materials themselves.

In the next installation, a giant half-moon mirror will serve as a symbol of mindful thriving, reflecting on oneself and empowering oneself. The mirror is designed like a stage to be interactive and can also function as a photo spot for the visitors.

In the next area, there will be a photo frame displaying all the colors of the scarves used by Ntsana, showcasing all the products of this collection.

"The fabric installation will be the central attraction in this room, placed in the middle so that it can be seen from any angle. Crafting this installation from leftover fabric used in producing this collection, knotting each part together to create a long, hanging fabric piece. The philosophy behind this installation is rooted in the belief that every emotion within ourselves is not always perfect; it's dynamic, and acknowledging each one as we grow older. Including all 10 colors from this collection to demonstrate that our lives are filled with emotions, even the black scarf. The design of the hanging fabric incorporates layers to illustrate the complexity and beauty of our emotions.

In the next area, there will be a photo frame displaying all the colors of the scarves used by Ntsana, showcasing all the products of this collection. As the closing segment of this storyline, visitors can see and feel the quality of Lafiye's products and have the option to purchase them as well.
Ohan