Cultural Sushi In 2000, at the turn of the century, Cultural Sushi was created by Nathalie Colin with the mission of a trend scouting and consulting agency specialized in helping fashion and jewellery brands to blossom. A specialist of Asian markets, the company also benefits from its French roots. The offer of unique customised services fit brands looking for a leverage of their brand equity and an added value in their product range and product environment. The agency Our mission : Our Paris based agency specialises in helping brands (most of them in the jewellery, accessories, lingerie, luxury packaging and beauty fields) to blossom and collect significant revenue from our analysis. The company was founded in 2000 by Nathalie Colin, a senior consultant with more than 15 years international experience in trend scouting and consulting for brands in fashion and fashion-related fields. Cultural Sushi has a specific knowledge in projects bounding Europe and Asia. The team : The multi-facet team is cosmopolite including professionals in trend forecasting, strategic consulting, fashion design, and visual communication. Among them : Jean Claude Roblique : Director Yamila Tandeau de Marsac : Art Director Johanna Meyer : Project Manager Julia Mazenq : Art Director Specific expertise is brought into the projects through an intimate network of experts in the fields where new ideas emerge : photographers, merchandisers, musicians, casting directors, philosophers, movie producer, artists… International representatives help us enrich our knowledge of their markets, feed our trend research analysis and coordinate the projects locally. Our philosophy : We involve ourselves deeply to accompany our clients, step by step, in the blossoming of their brands. Because we believe in their uniqueness and want them to be successful, we develop a real customisation and solely tailored services. We take risks and express strategic statements avoiding obvious consensual tracks. Our team is deeply committed and flexible. We think that professionalism cannot work without a human dimension therefore we make sure that a nice and respectful working atmosphere is established. Our new logo : Designed by our graphic artist, the logo reflects several connotations : It is a new version of the yin and the yang It is organic, like a seed that will soon be planted in a project to make it grow It is the sketch of a jewel It evokes the symbol of the infinity What does it symbolises for you ? Share your thoughts with us (link:contact@cultural-sushi.net) Personalised services Brand Equity Blossoming Analysis : We explore the richness of a brand equity and suggest ideas to our clients which could bring them further significant revenue. * mid-term optimisation of the brand potential : leverage of the brand equity through market opportunities and in regards to the brand values, the mega trends and new consumer behaviours * broadening of the product range : identification of opportunities for new product ranges and appropriate strategy to develop them. We help brands to develop a strategy for the launch of side derivative products in fields outside their core business (from “food” to fashion for example). * from concept to implementation : branding and visual identity, new product design, communication Customised trend forecasting : we identify emerging trends, capture their essence and translate them into specific recommendations for our clients. Being informed of the early stages of a trend, our clients can be pro-active, anticipate the demand of the final consumer and make strategic design decisions. * mega trend research, 3 to 5 years ahead of season : What will affect the consumer behaviour, in what way ? What does change and what is durable ? Why? What are the consequences for the market and product ranges ? What are seductive values ? Creative solutions are explained. * seasonal trend analysis, 18 months ahead of season * trend conferences and seminars * brainstorming workshops Update or design of product ranges : We accompany our clients in the adjustment of their product range necessary to explore new markets, to create a new brand, or to anticipate fashion trends. * concept & definition of the product range : points of differentiation, structure of the range, star product, update… * product design : with technical sheets, including themes, colours, fabrics, exclusive prints and motifs, flat sketches, delivery periods, approval of the prototypes… * art direction : in association with the client’s design team * link to talented designers in Europe or in Asia : Cultural Sushi is spotting talents for their clients * sourcing in Asia : through a selected number of small and medium size production facilities offering handicraft, customised and creative products Ingredients to enrich the shopping experience : We help our clients translate their brand image and brand founding values into a fruitful shopping experience for their final clientele resulting in increased sales. The product environment has to be coherent with the various steps in product development. * shop concept or revamping of existing boutique : design concept, overall mood, visual identity, zoning and journey, visual merchandising. From inspirational boards to implementation. * graphic design and packaging : in store communication, publications (brochure, leaflet…), product packaging Creation of live communication tools : we help our clients make an impact with their communication. We develop media nurtured with a trendy graphic style that best fits their brand values and corporate identity. Our moto : dare to be different in defining clearly your unique territory of expression ! * trend forums for professional fairs : from trend forecast, art direction, development of creative elements, to architecture and production. * events concept and production : fashion shows, product launch, sales incentive seminars, exhibitions… * press kits : from concept to final printing. Graphic concept, picture or illustration, product packshot, editing of the texts, layout and printing. * Video and CD Rom : from concept to production. Graphic, video team and journalist team. * Design and content for website : webmasters and journalists. Design and update, reports, trend articles, photography, trend scouting reports in Europe and Asia Archives of the future Trend scouting : We spot the latest shopping addresses around the world, new promising talents and the emerging trends for our clients. For more details on these subjects please contact nathalie@cultural-sushi.net ADDRESS : Sketch, London : symbolic of the trend for transversal influences, Sketch is the trendiest “octopus” location in London : tea room and bakery, bars, dance-floor, restaurant… The eclectic design influences, from ethnic chic in the restaurant to elegant street graffiti bar, from conceptual art in the entrance, to the organic design of the toilets, Sketch is a real inspiring spot for designers and a great place to party. TALENT : Irina Volkonskii, Paris : Salvator Dali would certainly have been delighted to discover in the Russian born jewellery designer some of the ingredients vivid in his own imagination. Irina is not only a gifted, anti conformist jewellery designer who dares unusual mixes, she is also an artist with a strong humanist point of view on life. She wants her creations to bring happiness to those who were them, and no one gets disappointed ! MARKET : Fashion in Ho Chi Minh City, Vietnam : Vietnam is a new spot for designers! If Vietnam is still quite rural today, the development of the country is amazing : 12% annual growth in Ho Chi Minh City (Saigon) ! The southern city already has attractive places that display an international appeal (Shiseido spas, Sheraton hotel, L’Occitane, Le Manoir de Khai restaurant, …). A few concept stores have opened up, offering eclectic mixes of locally produced items with an international flavour (for example, Gaya or Saigon Kitsch). The luxury department store Diamond Plaza displays attractive fashion and jewellery brands, mostly from other Asian countries. Because of the skills of the Vietnamese to produce refined handicraft and since the local labour cost is low (cheaper than in China), Cultural Sushi has started to offer production resources in Vietnam for designers, based in Europe, mostly in the field of accessories and home decoration. FORECAST : Trend colour, mint : Blueish greens will be strong. Mint is the perfect colour for 2005. With its fresh feel and his versatility : some will identify it with an Asian origin while others will refer to the 50’s (a typical car colour). Both trends, the 50’s and Asia remain strong in 2005. Green’s original symbol is to be found in the spring and the idea of new growth, but, with a blue pigment in it, like the trendy mint colour for 2005, it also includes the symbol of the blue (peace, truth, cooperation). There is no better colour to counterbalance violence in the world and symbolise the hope of people and their aspiration for sustainable development. As in jewellery, in the colour range of Signity the Swiss-Austrian producer of genuine gemstones and CZ, the “buick” colour has made a noticeable entrance. Clients Profile Our clients come from various fields (from fashion to car building industry, from tennis tournament to interior fabric company) although we have developed a unique expertise in luxury markets in Europe and Asia and in the following selective sectors : costume and fine jewellery, accessories, lingerie, luxury packaging, and beauty. Mission: Trend Forecasting Project: Gem Visions Client: Signity (Switzerland) Away from general trend books, Cultural Sushi creates an added value for Signity, a major provider of genuine gemstones and semi-precious stones to the jewellery industry. For the 4th consecutive year, Cultural Sushi develops a customized trend forecasting tool, Gem Visions, presenting the trends 2 years ahead. Used by our client’s sales force, Gem Visions is a prospective and creative book dedicated to inspiring Signity’s key accounts for their future collection. Mission: Trend Interpretation, Creative Design, Live Communication Project: CRYSTALLIZED™ Cosmos Client: Swarovski (Austria) At Asia’s Fashion Jewellery and Accessories Fair in Hong Kong, Cultural Sushi gives life to Swarovski’s trends forum, the CRYSTALLIZED™ Cosmos: 160 sqm for the visitor to dive into next season’s 5 major trends for fashion jewellery. The mood of each trend is materialized by decorative elements, paintings, music, videos, and even scents. Each element of this avant-garde installation is dedicated to conveying the essence of the trends. Cultural Sushi developed this astonishing design and supervised the entire production to deliver a turnkey event, creating a great buzz for Swarovski inside the fair. Mission: Booth Design Project: Asia’s Fashion Jewellery and Accessories Fair Client: Swarovski (Austria) In addition to the CRYSTALLIZED™ Cosmos, Swarovski asked Cultural Sushi to design its commercial booth, located next to the trend forum, and to enhance the circulation of the visitors between the two spaces. Keeping a consistent guideline of purity and deconstruction, our team created this unusual shape based on a folded ribbon in which the stone-shaped furniture presents Swarovski’s products. Mission: Scenography Project: Launch of the book “A World of Beauty” Client: Daniel Swarovski (France) The brand Daniel Swarovski, based in Paris, creates the couture line of jewellery with Swarovski crystals. For the launch of its book “A World of Beauty” celebrating the creativity of the brand, our agency has been chosen for its proposal of scenography based on 5 chapters of the book. This exceptional event has been shown in Paris, New York and Hong Kong to Mission: Brand Identity and Communication Strategy Project: Launch of a New Jewellery Brand in Dubai Client: Rasasi (UAE) Based in Dubai, Rasasi asked Cultural Sushi to think about brand names for its new jewellery line, and to ensure the whole visual identity as well as communication strategy of the brand. We focused on a few brand names to do the declination of the brand identity: adapting the logo in Arabic, developing jewel boxes and bags, creating various communication campaigns. These creations stayed at the stage of a project, but were highly well received among the brand directors. Mission: Trend Forecasting Project: Articles on Jewellery Trends Client: Silver Style Magazine (Hong Kong) Cultural Sushi is contributing as an expert to the professional magazine, SILVER STYLE, dedicated to silver jewellery. The magazine is published by the Hong-Kong based CMP, organiser of major jewellery fairs in Asia. Twice a year, Cultural Sushi provides the readers with the latest trends for jewellery, approached either by a general overview forecasting, or by focusing on very special market. Get the latest Cultural Sushi trend forecasting report “Singular Spirit for Silver Signature“ : it’s easy, ask Johanna ! (linkto: johanna@cultural-sushi.net) Mission: PR Clients: e.m. & Mehem (Japan) Two Japanese jewellery brands, e.m. and Mehem, chose Cultural Sushi to help them enter the European market. Our dedicated PR department placed the brands at Colette and Palais de Tokyo, as well as in many fashion magazines. Mission: Art Direction Project: “Shanghai Mode Lingerie” Fashion Show Client: Eurovet (France) The biggest international lingerie fair (Salon de la Lingerie, Paris) moved to Shanghai. Cultural Sushi’s Art Director created one of the most exciting Lingerie Show ever, as an opening of the “SHANGHAI MODE LINGERIE” SHOW. The major lingerie brands from all over the world participated to the event: Chantal Thomas and Nina Ricci from France, Rosanna Ansaloni and Ritratti from Italy, Mary Green from the United States and Gujin and Embry from China, showed their most spectacular creations in Shanghai. Mission: Strategic Consulting Project: Paris Salon de la Lingerie Client: Eurovet (France) Cultural Sushi gave modernity and strength to Eurovet’s Salon de la Lingerie (International Lingerie Fair), by reorganizing the different spaces. Thanks to the brand new nomenclature, the fair captures the latest evolutions of the market and improves their comprehension for visitors. Mission: Cosmetics concept Project: Tendre Calin Client: Cosmeeting 2005 (France) Cultural Sushi has been selected to participate to “Strictly Confidential”, the forum of Cosmeeting fair. The objective was to link together a creative agency and an industrial provider for cosmetics, to create new products. In collaboration with a cosmetics laboratory, Cultural Sushi imagined the challenge of a small French company willing to address the gigantic Chinese market: on what values should it build its difference ? The answer was Tendre Calin, a new concept for babies skincare products. While the brand name refers indeed to its French origins, the content is totally marketed for Chinese culture. Marked by a high creativity and the innovation of «glocal» marketing, this fictive product line could be immediately produced and distributed. Mission: Brand Identity Project: I/O Client: Laboratoire Mei (France) When the founders of this small laboratory came up with their idea of cosmetics products based on the recipes of Chinese traditional medicine, they asked Cultural Sushi to create a brand name and develop a strong identity, without the obvious symbols of China (red color, ideograms, …). Mission: Store concept, Sourcing Project: B&W World Client: Butler & Wilson (UK) The London based jewellery retailer wanted to lift the concept of his store in South Molton St. Cultural Sushi imagined a new attractive concept evolving from the initial one, and completed the current collection with sourcing ideas to enrich the whole lifestyle. Mission: Brand creation Project: Y&O Client: Yimian (China) French couturier Olivier Lapidus joined his talent to a large Chinese manufacturer to create this brand new apparel brand. We helped with the concept, the brand image, marketing and design coordination. Contact Cultural Sushi 5 rue des immeubles industriels 75011 Paris France tel : 33 1 44 75 34 54 fax : 33 1 43 48 49 19 for more information please contact our assistant brune.leclerc@cultural-sushi.net