Philosophy

Known for his modernist sensibilities and his ability to bring an understated calm to interior spaces, architect André Fu has provided the inspiration behind many of the world’s most luxurious hotels and restaurant venues. Now, André Fu is moving into the broader world of lifestyle with the establishment of André Fu Living, abbreviated as AFL.

The brand seeks to unveil a collection of key design pieces, designed in collaborations with unique artisans whom Fu has selected.

The branding itself has been conceptualised by UK based studio North. A calligraphic approach indended to evoke hand-crafted values with a nod to Asian typography scripts. The 'A' 'F' and 'L' are combined into a rotationally symmetrical monogram, which allows for physical products to be subtly branded in the manner of a jeweller's hallmark.