The challenge it was create a new brand, for this bookstore, space dedicated to arts and illustration plastic, but also with exhibition space, discussions, book launches, workshops and bar. It is intended that the brand is a mirror of the cultural identity of this bookstore space.
The concept follows on from the bookstore areas; BD one room, another illustration and last a Graphic Arts. Thus, each "1! in number "111" represents an area of the bookstore.