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Challenged to design the new Amsterdam Showroom of the international luggage brand Samsonite, i29 was asked to reflect on the companies spatial brand identity. The brief was to create an experience that unifies the diversity of the Samsonite Group and itís sub-brands. To create a spatial identity which is fresh, recognizable and consistent, in order to inspire and attract a diverse group of customers. From young and fashionable to mature and classic. As todayís experienced dynamic consumer ask for fresh thinking and artistic gestures in order to be impressed, i29 aimed for a crystal clear concept that relates to the brand essence. i29 searched for an archaic symbol that intuitively refer to travel and movement in the broadest way. Providing the international operating brand with a universal communication that has the power to resonates with clients of different social- and age groups.

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