Desa Kitsuné

Desa Kitsuné, Friends & Family

Desa Kitsuné fuses the French philosophy of ‘Art de Vivre’ with the Indonesian traditional philosophy of ‘Gotong Royong,’ creating a new narrative. The compound features the fashion store Maison Kitsuné, café culture at Café Kitsuné, music through the dayclub, and fine dining at Ina Ré. ‘Gotong Royong,’ meaning working or lifting together in the local context, is represented by a fox totem, embodying the spirit of ‘friendship and family’ as part of Desa's core identity design.

The Fox Totem design elements are a central part of the identity system, shaping a narrative of friendship and community. Inspired by traditional villages, the totem features stacked Kitsuné foxes, symbolizing unity and creating a memorable, iconic representation of the brand. Additionally, we incorporate the Kitsuné chevron into the design, using it as a versatile element across architectural accents, colors, patterns, fabrics, and collateral designs.

The Kitsuné Village & Totem

Desa Kitsuné’s identity and graphic design elements playfully recreate the Kitsuné mascot into a ‘Friendship’ totem, designed as a symbol of unity and an emblem for the Kitsuné tribe. This object is built as an installation piece and serves as a centerpiece in the space, creating a surreal and artistic ambiance for visitors.

The architecture, by Habitat 8, playfully interprets the space with a chic design inspired by a Balinese village. It features a central element surrounded by various spaces, with interiors that reflect village life and highlight local craftsmanship at every touchpoint. The use of warm, earthy colors helps the space blend with nature, while the Kitsuné chevron is subtly incorporated throughout.

Follow The Fox

The design also includes a campaign narrative, “Follow the Fox,” which tells the story of how the fox came to the island, explored, and settled in a village with its friends. Bonding together, they eventually gathered in one village. The campaign showcases the brand narrative by placing the fox in several key locations in Bali.