Lancel x StudioXAG: Iconic Bag Collection

We designed a bold concept to launch the French brand’s Iconic bag collection, creating bespoke designs for three flagships stores, and a modular layout to be rolled out over 200 stores globally.

The L motif which was first revealed on engraved metal lighters in the 1930’s was modernised and translated into 3D, forming a striking and dynamic backdrop to product. In a mix of colours to reflect those of the season, each element was constructed from a variety of contrasting matte and ultra-gloss finishes which aligned carefully to form the pattern. The extended shapes also covered the front of plinths displaying the new bag, bringing the design to the foreground.