FORGOING THE USUAL RETAIL CONVENTIONS. As a creative neighbourhood and shopping destination dedicated to innovative fashion, design, art, architecture and dining, MDD’s identity had to be reflective of contrasting worlds within the creative sphere; from raw conceptual artist’s spaces through to the very best in luxury retail.
Forgoing standard retail, the branding had to be intelligent and thought provoking. We looked for ways to capture a sense of place and belonging to this neighbourhood. To encapsulate this, we saw the Miami Design District identity as a frame. A frame defines a spatial boundary, it presents its content, it allows a view in, it holds, supports and takes ownership.
We have continued to work as MDD’s creative partner over the past ten years and our recent work, on the 2020 campaign, celebrates the antithesis of recent restrictions and is designed to capture a mindset that is inspired and excited about life blossoming again.