Simmons, Hong Kong

We were commissioned for the re-branding for Simmons Asia’s shops, uniform and corporate identity. This is a challenging task: how can we represent a bedding company with such long history? Thus, we have first conducted a three months research on Simmons, and their competitors.

After the research period, we have realized that a minimal shop, will be able to accentuate the presence of the beds and the products, it will differentiate Simmons’s shop from the  competitors. The circulation of the customers and the experience is our main focus: A minimal, pristine and perennial space will allow Simmons’s customers to linger and try the beds freely. A barrier free shop will allow Simmons’s staffs to may remain eye contact with the customers and to offer assistance to them anytime.

The sound, water, rain drops, the color blue, our clean uniform design and other embellishments; these are all devised to provoke the five senses of Simmons’s customers; reminding them the importance of a good rest at night. The bed and the bedroom shall be a sanctuary for Simmons’s customers to re-charge and to refresh.

GROUNDWORK TEAM Manfred Yuen, CY Lau, Lawrence Law, Echo Xiang, Krystal Lung

GRAPHIC DESIGN Edwin Lo

LOGO DESIGN / BEDDING / UNIFORM DESIGN AND SELECTION Manfred Yuen, CY Lau, Lawrence Law, Echo Xiang, Krystal Lung

PHOTOGRAPHER South Ho

YEAR 2015-2017

LOCATION Greater China region

CLIENT Simmons Bedding International

STAGE More than 100 outlets to be completed by 2017