After years of designing better brands for everyone else, Truf felt it was time to better our own. Moving away from the textured, Russian Constructivist-look and more towards the Swiss, Truf distilled our identity down to its purest form: der Umlaut.
The entrance area functions as gallery space to promote the highlight item in every 2 months time. Therefore we are requested high-demand to create exciting design in each time. Now “Air Force 1” shoes is promoted with multi-layered shoe’s shape molding at entrance wall which identifies “Air Force 1” characteristic, and floating white “Air Force 1” in movement at island display.
Special emphasis is given to the construction detail and the identity of the special features of the space (lighting, graphics, etc) that complete the design. The graphics, which were exclusively studied for this particular space, enhance and simultaneously unify aesthetically and dynamically the two spaces, ground floor and loft.