For the opening of Toteme’s Beijing flagship, we created a campaign that bridges contemporary fashion with cultural heritage. At the center: Toteme’s Bevel bag. Rendered through generative AI, its form echoes origami — reflecting the store’s folded-paper interiors and Beijing’s traditions of refinement.

Still and moving imagery carried the narrative across all launch touch points, positioning the Bevel bag as both icon and artifact in Toteme’s expansion into China.