L'Oréal

Miu Miu Off Duty

Miu Miu Beauty presents Off Duty, a summer escape in the south of France celebrating two signature fragrances: Miutine and Fleur de Lait. 2x4 developed the name, concept, and programming for the event, centering on a return to slower, more analog forms of leisure: lawn games, lounging in the sun, and elevated picnic fare inspired by the fragrances. Guests customized miniature pond yachts and gathered for a live performance by French singer-songwriter Marguerite. We brought the experience to life with a visual identity centered on stripes inspired by classic French linen, playfully applied for a sense of ease and joyful irreverence.

2x4 Team

– Michael Rock, Partner
– Donnie Luu, Creative Director, Branding
– Leigha Dennis, Senior Director, Environments
– Adriana Gelves, Project Director
– CoCo Tin, Senior Strategist

– Min Hee Lee, Senior Designer, Branding
– Sunny Cui, Senior Designer, Environments
– Ellis Yu, Designer, Branding
– Ishita Gujarathi, Junior Designer, Branding
– Gabby Uy, Associate Strategist & Junior Designer

Photography courtesy Miu Miu