TOTEME

Directed by Copy Lab and represented by ATRBUTE — the house AIM shares its leadership, its ownership and its roster with. For the opening of Toteme’s Beijing flagship, we created a campaign that bridges contemporary fashion with cultural heritage. At the center: Toteme’s Bevel bag. Rendered through generative AI, its form echoes origami, an intentional dialogue with the flagship’s architecture, designed by Herzog & de Meuron. Where folded-paper interiors set the tone for a modern expression of Beijing’s traditions of refinement. Still and moving imagery carried the narrative across all launch touch points, positioning the Bevel bag as both icon and artifact in Toteme’s expansion into China.