CAYA Studios (Come As You Are)

Ask ChatGPT what "Chaos Packaging" means, and you might get a vague answer like "shareable packages of chaos experiments." This is probably because it’s a relatively new term mostly used on TikTok, describing a trend in product packaging that challenges traditional design aesthetics. Remember ‘Tsu Lange Yor’ and their essential oils in poppers bottles? We're seeing brands doing this more and more. Here's a breakdown: 01 Break The Rules on how the product is normally presented. 02 Stand Out and grab the customer's attention by creating a surprising or intriguing element. 03 Brand Alignment Stays Key: Troye Sivan's bottles were perfectly chosen because they resonated with his target audience. Go for packaging that achieves a similar connection with your brand's target market. There isn't really a direct equivalent to chaos packaging for spaces and experiences, but there are definitely design concepts that capture a similar spirit of controlled disruption and surprise.

With a video featuring a life-sized postcard strolling through the streets of Saint-Tropez, Jacquemus is inviting you in, again. He announces not only a new boutique, but also a restaurant, beach club, and beach pop-up. To say Jacquemus loves pop-up experiences is an understatement. From past pop-up stores in Lake Como and Portofino, to collections presented at the Palace of Versailles, the Jacquemus brand world is like a permanent summer vacation—sunshine, beach vibes, and a touch of absurdism blurring the lines between reality and fantasy. Think of the CGI bags cruising the streets of Paris, or the pop-up cafe in Seoul designed like one of its handbags. Their spaces all showcase a consistent, colour-themed style, instantly recognisable as Jacquemus even without a logo. This brand takeover exemplifies how brands are moving away from a purely transactional approach. They recognise the power of creating immersive experiences that celebrate culture, foster connection, and feel like an invitation to a shared world. At CAYA we call this creating 'Magnetic Spaces™'. This shift towards "invitation" marketing is a win-win, fostering brand loyalty and creating a more meaningful consumer experience. Video: Courtesy of JACQUEMUS.

Walking into the Pop-up store for Troye Sivan's brand 'Tsu-Lange-Yor' feels like entering Sivan’s own home. 'Tsu-Lange-Yor' positions itself as a lifestyle brand, selling everything for "self and sanctuary," from body perfumes to burner oils cleverly designed to look like poppers. The singer not only references LGBTQ culture within his brand, his last hit is “Rush”, which is named equivalent to a known poppers brand, is an unapologetic testament to his artistic vision as a queer artist.   The New York Pop-Up reflects Sivan’s artistic world and feels familiar to his Melbourne home, both designed by Flack Studio. Since Architectural Digest’s video of Sivan's home went viral, he’s been labeled a tastemaker. "I don't know that I would have started the brand without that video," Sivan says.   The Pop-Up allows fans to connect with his world, experiencing his personal style and curated living space. This connection extends to the brand's playful products, from popper bottles to a unique bottomless fruit bowl by designer Joel Adler, challenging product expectations. Photos Pop-Up: Courtesy of Troye Sivan 5 CAYA Takeaways: Why This Pop-Up Connects with Fans:

Drawing upon Lucid Motors' core pillars of lifestyle, design, technology, and innovation, a dynamic modular pop-up experience was unveiled at the renowned arts and antiques fair, TEFAF , in the Netherlands. The Lucid Mobile Studio 2.0 seamlessly integrated the luxury automotive experience into the realm of refined culture. Through a series of activations at TEFAF, it fused EV luxury with centuries of art history, unveiling the brand's compelling narrative to an untapped and elite demographic.   The Mobile Studio is on its journey across Europe in 2024, solidifying Lucid Motors' reputation as a beacon of elite design and visionary EV technology.   The bespoke modular space was made possible through a collective global effort helmed by AVANTGARDE Switzerland and supported by AVANTGARDE UK and CAYA Studios (Come As You Are) Studios. Well done, team! #CraftingStories #ShapingSpaces #CreatingFans

Last week our founder Alexis Mardapittas joined an AVANTGARDE Group in the London office, as a panelist for the launch of their new event series Voices. A breakfast series that highlights a current topic within our creative industry and brings it to life through keynotes and panel conversations. The topic this time was all around building communities in the every changing landscapes of today. More to come. Thanks for hosting Dr. Marc Schumacher and Sandra Perriot.

What a great success! The BOSS STUDIO, Zurich, is a modular pop-up space designed to channel your own inner boss. Challenging the purpose of what retail can be, this pop-up was designed with a working photo studio where different activations will invite guests to discover their very own BOSS version of themselves. HUGO BOSS. #BeYourOwnBoss Shoutout to Christine J. Thienemann and our amazing culture experts at CAYA Studios (Come As You Are) for this successful project. #CraftingStories #ShapingSpaces #CreatingFans

Thanks for the mention. We loved every second of creating this store with you. Big thanks to our wonderfully talented creative team, Alexis Mardapittas, Lotte van Uum, Sascha Hitner, Sören Börner, Pax Man and Alexis Mardapittas for pulling this concept together in just 2 months. And Christine J. Thienemann, Anastasia Karangelou for executing flawlessly. If you are in Zurich, drop by and have a look, you can find BOSS Studio at Bahnhoffstrasse 79.

🌟 Embarking on a Creative Journey with Camp CAYA! 🌟 At AVANTGARDE, we believe in fostering creativity, collaboration, and growth. Our Talent and Culture Team, led by Dr. Lesley Anne Bleakney, has introduced a groundbreaking program - Camp CAYA. Camp CAYA allows our dedicated Avantgardians to spread their wings and explore new horizons by exchanging ideas, experiences, and creativity with our sister company, CAYA Studios (Come As You Are). 🌍 Currently, Verena Klimek, one of our exceptional team members from our Munich HQ, is immersed in the Camp CAYA experience, living the creative dream in our Amsterdam Office. 🇳🇱 We're excited to share her journey and insights with you as she dives into exciting projects and embraces new possibilities. Stay tuned for more updates from Camp CAYA as we continue to inspire and innovate! Now learn some facts about Verena below. #AVANTGARDE #CampCAYA #Avantgardians #ExperienceExperts #ExperienceFirst

Together with the wonderful team at #Cathay we created an installation to inspire people in Frankfurt to consider Asia as their next destination. With a light installation highlighting some of Cathay Pacific's most popular destinations. Next week the installation moves to our CAYA home ground, Amsterdam. Come visit us and have a chance to win miles into Asia through one of our favourite cities, Hong Kong.

At CAYA we work daily with our AVANTGARDE Group offices around the world, from London all the way to Shanghai. This piece is one of the most recent works from our office in Dubai. Lovely work Dubai.