Teknee

Teknee was the second brand project commissioned by the Jaspal Group in Asia. The brief was to create a high-end fashion label that could stock designer streetwear from leading markets in Europe, Japan and the US. Our point of reference was Nike’s House of Innovation in Shanghai.

To create a unique experience, we started with interviewing the Thai sneaker-head scene via our contacts within the creative team.

We gathered six behavioural insights, upon which we created the foundation of the brand. One of the main points taught us that for a sneaker store to be accepted by the community, it would have to become a centre for the community. Hence, we set off with creating a visual experience that could be attractive to individuals forming the sneaker community in Bangkok.

Inspiration: The Greek Agora

Agora means 'open place of assembly' and, early in the history of Greece, was designated to the area in a city where free-born citizens could gather to hear civic announcements, muster for military campaigns, or discuss politics. It later developed into an open-air marketplace. Throughout the whole period, it cultivated the heart of the cities community.

The reason this resonated for Teknee was the desired outcome of designing a shop in which both aesthetics and flow allow people to want to stay in the space. The audience would use the space as their go-to for inspiration and information, breaking the convention of what physical outlets currently represent.

Audience

Gathering knowledge from the community was imperative for defining the core of Teknee. We spent time getting to know the key figures in the street wear scene in Bangkok during the first month of this project.