Overview
Spacegenie is the bedroom furniture and storage sub-brand of MFI. Bibliotheque were commissioned create the Spacegenie identity, as part
of the MFI Padua project.
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The optical nature of the Spacegenie logo reflects the flexibility of the storage system, and it's ability to accommodate a wide range of room sizes and configurations. The accompanying Padua project brochure outlined the project and its strategic intentions, supported by photography of the new stores and business information on each of the brands.
The Padua project was launched in a selection of stores as a change to the MFI strategic direction, retail proposition and customer experience. Developed by Circus, the business strategy included the re-launch of existing brands, Hygena and Schreiber, and the creation of two new brands, SpaceGenie and Blue Cube.
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