abconcept. abconcept

Fetish Follie - SleepSet London 2018


This project was a collaboration with Maison Pierre Hermé at Sleep+Eat 2018. AB Concept was one of the designers to create space for the topic ‘the recognizable and the new”, to join forces with a prestige brand and create a brand-new identity. Inspired by Pierre Hermé and “FETISH”, the seasonal collection of pastries, the story began by designing a space that seduces the senses – self-indulgence full of sweet surprises. We tried to interpret Pierre Hermé’s motto – to always work on things for pleasure. The “Fetish” concept of indulging all those guilty pleasures is realized in an imaginary suite in a sophisticated yet provocative manner.


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