BRAND INTRODUCTION

Via Phrase 品牌于2019年创立于英国伦敦（ via phrase 时尚工作室），由首饰&配饰设计师 许罗君（LUOJUN XU）与产品&时尚设计师 丁悦（ANAIS DING）共同创立。

最终目标是为顾客提供与众不同的购物体验，以此将品牌进行区别化，并提升“项目”整体竞争力。我们的设计策略是在购物空间中适当地突出艺术产品，营造一个艺术语境下的首饰和包包，让这些与艺术结合的首饰产品不再仅仅是装饰品。

每一季从不同的故事衍生品设计理念出发，概念贯穿所有的展示设计元素。这种设计思路将能够适用于各种媒介的大、小空间，精心打造不同尺寸艺术产品，并能兼顾永久和临时展品。

环境假设：我们为“配饰空间”制造艺术，让它从“购物空间”中适当地跳脱出来，并和艺术空间进行很好的融合。“我们在设计配饰时就像在导演一部电影。我们会幻想一 部电影的情节，然后针对这个情节设计出场景和产品来。”

From via phrase fashion studio London, jewellery brand via phrase is co-founded by Jewellery & Accessories Designer luojun Xu and product & Fashion Designer Anais Ding,  in 2019 .

The ultimate goal is to provide customers with a unique shopping experience, so as to differentiate the brand and enhance the overall competitiveness of the "project". Our design strategy is to properly highlight art products in the shopping space, create an art context of jewellery, so that these jewellery and bag products combined with art are no longer just decorations.

Each season starts from a different story derivative design concept, and the concept runs through all the display design elements. This design idea can be applied to large and small spaces of various media, elaborately create artistic products of different sizes, and take into account both permanent and temporary exhibits.

Environment hypothesis: we create art for "accessories space", let it jump out of "shopping space" appropriately, and integrate it with art space.

" When we design accessories, it just like directing a movie. We will imagine the plot of a movie, and then design scenes and products for this plot."