Project overview
Through the experimentation with new forms of interaction and product aesthetics, NOE appears. A collection of speakers that pretends to break the barrier between electronics and furniture, softening the shapes usually given to this kind of product.

NOE comes in materials commonly used in the home for better integration. On the other hand, the way of interacting with the speaker is very analog, it consists of the movement of a wooden disk across the top of the object.
The shape of NOE speakers is simplified an can be divided in two main pieces: the speaker body and the top surface, that is also the interface. This surface is the one that is in direct contact with the user, because of this is made in a natural and warm material. Oak wood.
Inside the box you can find the speaker with its cable and a user guide with a poster in its back part. This poster is inspired by the sound waves and ancient Japanese illustrations.​​​​​​​
I.T consists of a family of in-house brands and our team were responsible for updating the Bape e-commerce site for existing and new regions as well as developing digital identities for AAPE, Bape Black, Bapy, izzue and :CHOCOOLATE. This included the design and deployment of the e-commerce sites and the creation and management of digital assets for product launches, EDMs, and advertising.

The goal of all brands within the I.T family was to create a platform that is scalable and can fit a diverse range of content efficiently while maintaining the different brands evolving design language. While challenging it was important to keep processes simplified and streamlined across over 6 brands, 6 regions and countless stakeholders to ensure smooth and expected outcomes.
Brand Campaign
“Discover Your Edge” brand campaign executed in 2021. Our team was responsible for the concept, messaging, visual direction and execution, and all formats and touchpoints. The campaign received over 600k YouTube views and over 1m impressions.
I.T Post
Although our team was primarily assigned with the ITeSHOP platform, we worked frequently in collaboration with offline and corporate teams to assist with their creative and digital needs. One example of this was the digitalisation of I.T’s revered quarterly magazine I.T Post.
Creative Director
2018 — 2019
Shortly upon my arrival I.T was looking to celebrate its 30th anniversary with a campaign that celebrated the past and looked to the future of the retailer. I was assigned to lead the creative concept of the project that would look to feature both online and offline visibility.

We decided to collaborate with the Dutch digital fashion house The Fabricant to digitally reproduce our anniversary collection and visual campaign that shared our beliefs in the future of digital fashion.

Although created in 2018, this campaign looked to set a precedent digitally with I.T’s belief in pushing forward new experiences within fashion and The Fabricant’s belief in envisioning a future where fashion transcends the physical body, in which today they are the leaders in their Web3.0 field.
Along with the visual campaign, we exhibited our vision and exclusive anniversary collection around the world in Hong Kong, Shanghai, Beijing and Paris. The popups featured architectural design by Jamie Fobert and interaction design by Your Majesty to create a unique experience that paired the digital and physical world of fashion together. Viewers were able to see the physical pieces alongside their digital counterparts and make purchases directly on their phones or at the digital kiosks placed throughout.

Fashion 3D Design by The Fabricant ↗
Installation Interactive Design by Your Majesty ↗
Creative Direction
David Reid
Art Direction
Julian Cheng
Art Direction & Photography
Abdela Igmirien
Adam Gee
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