Adding fuel to the burning passion of youth
Magnifying lens on a social problem
Magnlens named its brand as “magnifying lens”, in order to take on a social problem: that many young people are not doing what they love, but busy after utilitarian benefits. Royalties joined in building the new fashion brand from the beginning, and visualized the ambition of magnifying passion.
A logo with character
The MLS logo mark is at the heart of the visual identity, representing the casual yet edgy attitude. A family of unique characters were created around it, to personify each identical passion of the young generation.
Heart of passion and artery of pipes
What else could better symbolize passion? We chose stainless steel pipes to create “a beating heart” for each Magnlens boutique, spreading around the space in various ways, as clothing racks, connecting all corners and the themed fitting rooms, like an artery moves energy around the body.
Fitting Room
Merging the concepts of fitting rooms with window displays, Royalties’ space designers boldly bring fitting rooms from back corners to the forefront, each with a different theme, representing a different passion of the young generation.
« Magnlens is the magnifying lens, to see things more in-depth. Magnlens helps people recognize what they are passionate about and keep on doing it. Success comes from passion.»
Mars, Founder of Magnlens
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