Design obsessed and inspired by anything with two wheels, GOD & FAMOUS services the road, track/fixed gear communities and everything in between with wearable goods, head ware, and other oddities with a detailed eye and a taste for functionality.
GOD & FAMOUS dedication pushes the sport and supports those who are doing the same. Its products feature a monochromatic palette of colors, often with a “twist”, with unique patterns and an attention to detail. Its unique packaging carries the brand’s identity, making it hard for the customer to get rid of the box easily.
With several logos and graphic signages, GOD & FAMOUS exists today as an online store, with no physical space to feed the hunger of its supporters. Its “Look book” is an important component of its online experience, and the only interaction it has with its users is through stories and feeds, that tell the story of the brand and its genesis.
Borrowing from Venturi’s concept of “building as sign”, this store design envisions the first pop-up store ever, making the store itself become a package. With the different vinyl logos wrapped around its five facades, the store attracts from the outside, seduces from the inside, and convinces at the virtual point of purchase, done through mini iPads.
The inside of the store resembles an interior landscape, with undulating surfaces that span vertically to create shelves and fixtures, and horizontally to create the ceiling made of white wood to give a vast sensation.
Taking inspiration from hills and from the rebel attitude that bikers have, the store design provides a raw look and feel with a dynamic movement. It all relates back to the brand’s origin, when the founder took a major spill on the bike and ended up with a hip fracture that left him in bed for a long period of time… with nothing to do but dream about cycling, hence designing, and creating.
Therefore, the continued visual and conceptual themes of the brand come from a dark point in the founder’s life, and revolve around pain, with imagery of three arrows in bones (resembling the fracture that has left him with three pins in his femur) and a monochromatic palette. Source and images Courtesy of Gioia Sawaya.