The Tower is an international club born in virtual reality. Featuring a bi-monthly program with four rotating DJs and VJs per event, the club collaborates with other international collectives to create unique experiences. My role was to translate the venue’s mysterious and ever-changing identity into a merchandise line that reflects its complex mythology.
The Standard Edition stems from the need to give a face to the club’s fundamental values. On the front, the minimalist ‘The Tower’ logo welcomes the wearer, setting the stage for the visual power of the back.
The back design delves into the Tower as an infinite structure, challenging human understanding. A bisected view of the Tower reveals its pulse: the logo at its core.
For the Limited Edition, I opted for a radically different aesthetic approach, employing dithering to evoke the lo-fi, digital style featured in previous graphics.
Inspired by the Marseille Tarot card, this graphic show the Tower at its moment of peak tension. The imposing structure towers over a faithful replica of the city.
As the club’s lore dictates, the Tower is a “creature” that adapts to human influence:
No attempt is made to understand its true form, as it is not comprehensible to the human mind; rather, it is The Tower itself that defines itself based on what humans can visualize, although it remains partly a mystery. It can be said that The Tower itself is, in and of itself, a “creature,” but it would be reductive at the same time to define it only as such.
The bottom-up perspective emphasizes the superhuman nature of the Tower. The city at its feet appears small and dependent.
A sentient architecture that expands vertically beyond the limits of sight and consciousness.
Beyond the merchandise, the visual communication I designed for The Tower extends to curated posters for specific events.
Collab: The Tower x PSHQ – “Engine Room”
This poster celebrates the synergy between The Tower and the PSHQ club. The event moves from the Tower’s city to land in PSHQ’s “Engine Room.”
Despite the change of scenery, The Tower’s identity remains imprinted through the dither technique and the silhouette of the Tower emerging from the globe.
Concept: Arkano Inc. – Visual Analysis of the Lore
This poster represents the visual matrix of the Limited Edition. While the scene in the poster is descriptive and narrative, on the T-shirt I separated these elements to transform the lore into a wearable piece of design.
The bottom-up perspective emphasizes the superhuman nature of the Tower. The city at its feet appears small and dependent, highlighting how the company holds total control over social and economic life.
Promotional material for media:
