Tory Burch
Cloud Nine: A Surreal T Monogram Launch
A Magritte-inspired brand environment of inflated monogram sculptures, cloud architecture, and social capture moments for Tory Burch’s T Monogram rollout, with Singapore as the flagship launch expression and Paris as rollout adaptation.
Role
Medium
Team
Timeline
Launch
Markets
Format
Key Contributions
Concept & environment design
SynthesizedLed concept development and environment design for the Singapore launch
Stakeholder alignment
Created renderings and visual assets in Rhino, KeyShot, and Adobe Suite to align stakeholders before production
Design for adaptation
Developed the Paris layout adaptation, preserving concept clarity across a new footprint
Vendor collaboration
Partnered with fabrication vendors on AutoCAD-annotated drawings and production-ready detail
Singapore – Wisma Atria
Paris – Galeries Lafayette
Project Overview
Tory Burch needed a high-visibility expression of its T Monogram story that could drive attention beyond a single boutique footprint. I helped translate one concept into a launch system across Singapore and Paris, shaping the experience from concept development and renderings through spatial layout, adaptation, and production-ready detail.
Concept
Rooted in the season’s sky-blue palette and the geometry of the T Monogram, the concept translated an established brand asset into an immersive world of inflated forms, cloud structures, and a surreal backdrop.
Singapore Launch Touch Points
Build & Execution
Concept fidelity
Developed high-fidelity renderings in Rhino and KeyShot to align stakeholders on concept, scale, and atmosphere before fabrication.
Adaptation across footprints
Refined layout, product staging, and spatial relationships across Singapore and Paris while preserving the clarity of the concept.
Production-ready detail
Worked with vendors on dimensional guidance, material direction, and fabrication-ready details.
Exterior
Interior
Paris Rollout
The concept later extended to Galeries Lafayette, where the same visual language was adapted into a three-window retail expression and pop up experience. My contribution focused on layout, translating the system to a different footprint while preserving clarity and recognizability.
Outcome
Cloud Nine turned the T Monogram story into an experiential system that scaled across markets, a flagship brand moment in Singapore, a retail adaptation in Paris. One campaign idea became an environment that supported discovery, launch visibility, and visual recall simultaneously.
Reflection
This project sharpened how I think about experiential design as a systems challenge, one idea holding together across scales, markets, and viewing conditions. It reinforced something I now bring to every project: protecting the spirit of a concept while translating it into production-ready detail.
