In its latest issue, NDA Magazine devotes three pages to the Generous design agency, an unusual new-generation tailoring brand. A hushed, upscale decor of MA’s waxed concrete, thick carpeting and wood and copper mannequins…
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“Symbolizing today’s new age of smart buying, the agency designed a high-end universe with a quirky dandy identity. Conceived by Generous as a modern atelier, it features a digital central table, a fitting room adapted to special occasions, and space for test-drives in XXL booths in anticipation of celebrations. The materials used are top-of-the-range and offer a hushed ambience: Marius Aurenti waxed concrete, thick taupe-beige carpeting, Rome black paint and Lanzarotte earth. Hans Boodt mannequins in wood and copper, and merchandising supports designed especially for the occasion, allow the cuffs and collars to be presented to the room. To counterbalance the serious register of special occasions, the agency used engravings to bring poetry or comedy to the brand’s communication tools. The agency designed the graphics applied to the brand, the clarification of the offer and the staging of the tools and technology around the large tactile and connected tables.”
