Character study

By Rhiannon McGregor 30 : 01 : 2017 The Sybarite : Architecture : Chinese New Year

London – A new project by architecture studio Sybarite highlights the company’s multifaceted practice through the eyes of a fictional editor.

The Sybarite will be published on a monthly basis
The project taps into Faction Marketing, where brands create narratives and characters that develop over time, and blend fiction with reality

Fictional editor and quintessential English gentleman James Sybarite is described as a mix of the firm’s founders Torquil McIntosh and Simon Mitchell and fictional characters Harry Flashman, Mr Benn and James Bond.

‘Through James we communicate with our clients in a unique way that sets us apart from typical architectural practices and demonstrates our broad range of skills, including design, illustration and editorial,’ Mitchell tells LS:N Global.

The first edition is themed around the Year of the Rooster, and reflects the firm’s portfolio of work in China and its involvement in the development of luxury department store Shin Kong Place (SKP). ‘SKP understands what luxury is and has become more intelligent in its buying trends,’ says Mitchell. ‘It is creating its own luxury brands and that has been really interesting for us.’

The Big Picture

Brands are developing platforms and services that tap into popular traditions and pastimes to attract consumers. To find out more, read our insight on Alipay’s Chinese New Year-themed game .