FUTURE
In 2016, the Ukrainian high-end accessory brand, Moreca Atelier, founded by brothers Alec and Anthony Dumas, entered into a significant collaboration with American rap superstar Future. This partnership resulted in a limited-edition capsule collection created exclusively for Future's "Future Hive" pop-up shops, which ran alongside his "Summer Sixteen" tour with Drake.
The Collaborative Products
The collection featured two exclusive, limited-run items:
- The "Jetsetter 55" Weekender Bag: This flagship Moreca Atelier piece was produced in a limited run of just 30 units. The bag, crafted from premium Italian leather, was customized for the collaboration with several key features:
- Gold foil embossing of Future's personal signature.
- A leather tag inscribed with the phrase "Always Secure the Bag," a lyric from his hit track "I Got the Keys."
- Each bag was individually numbered.
- The Cardholder: Complementing the weekender, a cardholder was also created, featuring the same signature embossing. This was limited to 50 pieces.
The "Future Hive" Pop-Up Shops
The Moreca Atelier x Future collection was available exclusively at the "Future Hive" pop-up locations:
- New York City: From August 2-8, 2016, at 76 Wooster Street in SoHo.
- Los Angeles: In September 2016, at the Seventh Letter Gallery Space on Fairfax Ave.
These pop-ups also featured items from Future's own "Freebandz" clothing line and collaborations with other brands like John Varvatos.
The project's visual narrative was crafted by the internationally acclaimed Ukrainian art photographers, Synchrodogs. Their surreal and conceptual photographs framed the accessories, highlighting the unique essence of the collaboration.
Press Links:
Rap-Up: Future Announces 'Future Hive' New York Pop-Up Shop
The Fader: Future Launching Pop-Up Shop In NYC On August 2
XXL Mag: Future Opens Future Hive NYC Pop-Up Shop
Hypebeast: Future Pop Up Store Los Angeles and a round-up of summer pop-ups
HotNewHipHop: Future Is Opening A "Future Hive" Pop-Up Shop In New York City
Kyiv Post: The Museum of Bags and Purses in Amsterdam exhibits for the first time an object from Ukrainian brand.
MR Magazine: FUTURE'S POP-UP SHOP TO OPEN ON NYC'S WOOSTER STREET
Key Responsibilities & Contribution
As co-founder and a multidisciplinary designer, I led the end-to-end execution of the project, overseeing all aspects of product design and visual branding. My responsibilities included:
- Product design development and adaptation for the limited-edition collection, including the creation of unique custom elements.
- Graphic design and integration of Future's branding into the Moreca Atelier identity, from the leather embossing to all collateral materials.
- Creation of technical documentation (patterns) and production oversight to ensure the highest quality standards.
- Design of the premium packaging and user experience (UX) for the collaboration's products.
- Creation and design and illustrations of promotional materials for digital platforms.
