A transportive identity system for louis vuitton’s first culinary landmark
2x4 was invited to propose a visual identity for Louis Vuitton's first café and restaurant inside the Osaka Midosuji flagship—a transformative moment as the brand redefined itself as more youthful, colorful, and experiential. Led by acclaimed Japanese chef Yosuke Suga, the dining spaces occupy Jun Aoki's iconic building with its billowing sail-like facade inspired by Osaka's maritime history and interiors by Peter Marino.
The design explored the transportive idea of “le voyage”, drawing from bold nautical signage and urban graphic patterns—primary colors, geometric shapes, and wayfinding symbols—remixing the LV monogram with contemporary graphic language. Two distinct yet complementary visual identities were developed for the café and restaurant, celebrating Louis Vuitton's heritage while embracing a more lighthearted, immersive vision of luxury.
The design explored the transportive idea of “le voyage”, drawing from bold nautical signage and urban graphic patterns—primary colors, geometric shapes, and wayfinding symbols—remixing the LV monogram with contemporary graphic language. Two distinct yet complementary visual identities were developed for the café and restaurant, celebrating Louis Vuitton's heritage while embracing a more lighthearted, immersive vision of luxury.
Credits
Studio: 2x4Team: Michael Rock (Creative Direction), Sung Joong Kim (Art Direction)
Role: Graphic Design
Year: 2019