In the wake of the opening of a subsidiary in Shanghai, Centdegrés, an independent design agency devoted to international luxury and mass retail brands, centdegrés will attend the Business of Design Week from next December 3rd to 5th in Hong Kong.
Opened on May 2009, Cendegrés’ Shanghai agency is headed by Cécile Devillers, who has worked for major international cosmetics groups. Centdegrés wants to support major Chinese players in developing their premium brands, as well as providing international brands with solutions adapted to the local market.
As a result, such names as Jahwa and Jala in China, Amore Pacific in Korea and Kao in Japan have called on the agency to review their brands.
One of the latest examples to date is the case of Herborist, a brand of Chinese cosmetics group Jahwa. Centdegrés has entirely reviewed the brand’s visual identity, created a line of products and its packaging, and designed all of the commercial architecture for the shop network throughout China, as well as a 1,000 sq.m. Spa in Shanghai.
As for Europe, such references as Carita, Guerlain, Givenchy, Jean-Paul Gaultier, Puig, Lancaster, have sought the agency’s know-how and its knowledge of the Asian market to help them conquer new markets.