FARFELUE | branding

Project Year: 2024/2025

Project Location: Belgrade, Smiljanićeva 23

​Farfelue is a concept store in Belgrade whose visual identity, interior design, and curated communication form a cohesive brand universe that expresses an authentic, eclectic, and sophisticated character across every physical and digital touchpoint. The project aligns logo design, spatial atmosphere, furniture, lighting, and social media content into a single strategy, using three vertically shifted ellipses as the logo’s core motif and extending it into custom-designed tables, stools, mirrors, and graphic elements throughout the space. Minimal black-and-white contrasts, luminous lighting, and carefully curated displays create a refined yet playful environment that presents selected brands with clarity and integrity. By merging conceptual, visual, and spatial decisions into one integrated system, the store positions Farfelue not simply as a retail venue, but as a curated experiential setting where products, identity, and atmosphere reinforce each other, elevating the brand’s presence and establishing it as a distinctive and authentic destination in Belgrade’s retail landscape.