THE CHALLENGE: Create the brand identity for the new Cellini Concept Store, a renowned Romanian jewellery and watch brand, under the name of TIMESQUARE.

THE CONTEXT: Cellini, a renowned Romanian Watch and Jewellery Store wanted to open a concept boutique in the Promenada Shopping Center. The client needed a visual concept and a complete retail design solution as an extension of the main brand. 

THE CONCEPT: The name ‘’TIME SQUARE’’ inspired me to create  a geometric logo, but also to develop the interior design around the idea of SQUARE.The brand concept embodies 4 fundamental key words: CLASSIC, INDUSTRIAL, NATURAL & ORGANIC - all underlining a sophisticated persona. The logo design follows the idea of dividing a square in two equal parts (watches and jewellery), the main product categories of the concept store. The intention was to blend the warm feeling of wood with the strong and industrial mood created by the raw concrete.