A brand world for a generation making it their own.
The tension: An inherited brand, a chosen identity.
Tous carries emotional associations with gifting and jewelry passed through generations. We identified an opportunity to evolve that connection for a younger audience choosing jewelry as an expression of their own identity.
The cultural landscape
Our exploration focused on jewelry as self-expression, participatory experiences, and temporary gatherings that create belonging. These signals informed a space where visitors could experiment with products, connect with others, and feel part of something specific to that moment.
The strategic anchor:
TO-US
Reinterpreting Tous as “To-Us” captured the shift from a familiar family brand to one a new generation could make their own. This idea guided the experience’s welcoming attitude, playful interactions, and approach to product discovery.
The concept: Stepping into a World of Joy
Tous Pool House translates “We craft a world of joy” into a place people can inhabit. Summer and poolside culture provide a relaxed, social setting where discovering jewelry becomes part of gathering, playing, and exploring personal style.
Art direction: A distinctive language, across every touchpoint.
Vibrant orange and pink, blue and green accents, glossy surfaces, translucent materials, and inflatable forms establish the visual world. Sculptural bears, oversized poolside objects, and lockers reimagined as displays translate familiar brand codes into unexpected experiences.
One creative language connects invitations, objects, product displays, and spaces.
The experience in action
The Tous Style Squad encourages experimentation through styling conversations and playful product presentations. Hold explores multiple ways to wear a piece, a Piercing Masterclass supports personal compositions, and a gemstone quiz connects the physical experience with online discovery.
Regional ingredients, Oaxacan gastronomy, local craftsmanship, and Mexican musical talent give the first edition cultural specificity. These elements connect the Tous universe with its host location and give visitors something distinctive to discover.
Proposed editions in Colombia, Spain, and Japan build on a shared foundation: summer, joy, self-expression, and recognizable brand codes. Local materials, flavors, collaborations, and programming can evolve within that framework, giving each edition its own character.
Beyond the space
Invitations, urban interventions, and social content introduce the world before arrival. Creator perspectives extend it during the event, while “See You Next Summer” turns the closing moment into anticipation for the next edition.
The outcome
A conceptual retail platform that connects brand strategy with a cohesive creative world. The proposal demonstrates how one central idea can guide art direction, spatial experiences, product interactions, and communication across markets.
Concept Project · 2026
Areli Velázquez
Bárbara Nudelman
Jordi Thomen