ASTRID & MIYU
CARNABY ST
_Discovery 01
Our challenge Astrid & Miyu are more than just a jewellery brand. Its a movement on a mission to revolutionise the jewellery experience.
A&M stores are a playground for jewellery lovers.
HOAM is an opportunity to build international awareness, create a premium experience and become leaders in retail experience.
Five retail pillars guide the ambition for House of Astrid & Miyu:
No. 1 experiential store in the world.
Uplifting, innovative, fun, playful. Comfort, excitement, a place to enjoy.
Learning, knowledge, leaders.
Growing together, sharing memories.
& Miyu
Ambitions 01
Refocus on experience.
Ten years have passed since A&M launched a popup at Topshop Oxford Circus.
It is becoming more and more common for jewellery brands to offer similar services and brand sentiments.
In order to win on experience, A&M need to transcend the category.
Product
Attitude
Beliefs
2024 London Astrid & Miyu Carnaby Street
“Community is at the heart of everything we do; marketing centred around social trends and meaningful conversations.”
Astrid & Miyu: Carnaby Street
2024 London Astrid & Miyu Carnaby Street
“a cult brand; having a purpose people can relate to and resonate with.”
Astrid & Miyu: Carnaby Street
2024 London Astrid & Miyu Carnaby Street
*VML Data. 9,000 18+ adult respondents surveyed in Argentina, Brazil, China, Colombia, France, India, Mexico, the United Kingdom, and the United States. Data collected September–October 2023
79% of people believe the role of a brand has changed over the past five years.*
People
expect brands to offer optimism and upli
f
t in elevating humanity and connection.
MEANINGFUL INNOVATION.
Innovating experiences that meet our consumers’ deeper needs and values, reflect our communities perspective of the world and enhance their wellbeing.
Our Right to Win
“Meaningful connections” are part of our DNA.
Innovation in products, services and environments create share-worthy moments to form new connections and deeper relationships.
02 Insight
WHERE DO WE FIND MEANINGFUL CONNECTION IN OUR LIVES?
A meaningful connection is one that fosters a sense of belonging and purpose, and it can help us feel less disconnected and alone.
Want to build deeper connections? Start with yourself first.
Meaningful connection with oneself is nurtured through an attitude of self-kindness that is associated with flourishing and thriving.
SELF
Globally, consumers desire more social connection but are held back by societal, geographical or economic pressures.
Meaningful connection with others improves generates a positive feedback loop of social, emotional and physical wellbeing.
SOCIAL
SELF
We experience universal connection when we are deeply moved by a feeling of awe and connection to something greater than ourselves.
UNIVERSAL
SOCIAL
SELF
Three opportunities to create meaningful connection.
SELF
Build an experience that reimagines retail therapy as a wellness concept, leveraging technology to help people discover themselves through play.
SOCIAL UNIVERSAL
Create an awe-inspiring, multisensory experience that drives universal connection – where success is defned by emotional metrics.
03 Concept
The role of the House of Astrid & Miyu is to…
Create meaningful connections to the self, to others and to something bigger than oneself.
UNIVERSAL
SOCIAL
SELF
ASTRID AND MIYU
Astral Affinity
Interstellar connections bring our most meaningful relationships and social circles closer than ever before.
London Astrid & Miyu Carnaby Street
Photography by Betina du Toit
We are all unique, yet we share a common heritage: we are all made of stardust. Our continuous search for connection starts with self-love, drawing us even closer to the relationships and social circles that bring us joy.
Every one of us is part of a constellation made of our chosen family, connected to a community with shared purpose.
House of Astrid and Miyu brings together our community of constellations in a home of awe-inspiring experiences.
ATTENTION
What if we create an evolving, sharable and aweinspiring experiential anchor that connects everyone, everywhere?
CONNECTION
What if we used moments of using tech, taste and touch to create multi sensory and product-centric conversation starters?
ATTACHMENT
What if we use monthly rituals for members to drive reconnection, advocacy and repeat visits?
Photography by Betina du Toit
04 Creative Development
Mindful connection. Living space
Awe moments Radiating journey
Social setting
Astrid & Miyu: Carnaby St Design
Moment of Awe
That moment that catches your eye as you pass the store. An installation that draws you in and evokes a shared moment of wonder.
Satellite moments
Spaces which radiate outwards from the central moment. Used
for enhanced product storytelling and brand experiences.
Experience Led
Celebrating our experiences as part of the journey. Create intrigue to member services on the first floor.
& Miyu Carnaby Street
Create Curiosity
Celebrate the sense of theatre within store o window space.
2024 London
Astrid & Miyu Carnaby Street
Clayworks Plaster NUD-02
Clayworks Plaster NUD-01
Red Concrete
Concrete efect resin
Ash Wood
Claybrooks Cornucopia Rose
A&M Peach
Dusty Pink Tones Mirror
Green Velvet
Star Tiles
Green Cement Tiles
Ground Floor
2024 London Astrid & Miyu Carnaby Street
First Floor
2024 London Astrid & Miyu Carnaby Street
2024 London
Astrid & Miyu Carnaby Street
