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André Fu Living [AFL] marks architect André Fu foray into a world of lifestyle offering that goes beyond his spatial creations.
‘It is not about imposing a lifestyle, it is a personal expression of living.’ says Fu.
The brand seeks to celebrate the notion of lifestyle with a multi-category collection, from tableware, bed linens to furniture and decorative lighting. The collection celebrates Fu’s personal life and taps into his exploration of a world that embraces his design language of relaxed luxury.
The branding itself has adopted a calligraphic approach with an intent to evoke handcrafted values with a nod to Asian typography scripts. The ‘A’ ‘F’ ‘L’ are combined into a rotationally symmetrical monogram, which allows products to be subtly branded in the manner of a jeweller’s hallmark.