The Assignment
Loft is a contemporary home furnishing experience with a goal in bringing urban living to Jeddah.
Centered around sofas, modern yet rustic living spaces and furniture, it creates an experience
capable of inspiring new ways of loft style living. We were asked to name, brand, and design
the environmental and architectural experience of the store.
We developed a brand identity that puts Loft at the forefront of home furnishing showrooms.
With an extensive exploration in brand design and architecture, Loft focuses on bringing
immersive and interactive shopping experiences in dramatic theatre like staging.

Creative Director: Nuno Abreu
Project Manager: Jorge Abreu
Art Direction and Design: Jiani Lu
Digital Design: Jonatas Barros
Architecture: Andrew Shore, Sana Maarrawi
Business Strategy: Etab International