Adora’s new vis­ual nar­ra­tive

Adora’s vis­ual nar­ra­tive in the vir­tual space


With the ap­proach of this year’s sum­mer, luxury re­tail store Adora stunned its fol­low­ers with a re­vamped on­line aes­thetic: styled pieces set against a back­drop of play­ful hues, clean, lively, and re­strained—show­ing no hint of the clut­ter that char­ac­ter­izes most posts on Instagram. Call it a min­i­mal­ist state­ment of some sort; Adora’s cat­a­log passes off as the com­mer­cial coun­ter­part of art cu­ra­tion.

“The store feels like an old world mu­seum,” af­firms Erica Ila­cad, com­mu­ni­ca­tions manager of Adora, “and in some way, that has in­spired us to col­lab­o­rate with young artists and cu­rate the Instagram feed as a mini art show ev­ery month.” The re­tail house pairs up with in­dus­try cre­atives the likes of pho­tog­ra­pher Chris Yuhico and set designer Geo Cus­to­dio. “We’re in­fus­ing a lot of fresh blood to it,” Ila­cad adds. Gath­er­ing artists, stylists, and a lot of de­sign­ers on the rise, Adora’s IG page proves to be as much a dis­play of branded pieces as it is a plat­form for cre­ative nov­elty.

Sim­i­lar to most artis­tic ven­tures, Adora’s on­line reper­toire runs on a sim­ple, familiar mo­tive: to tell a com­pelling story. For April, the theme was travel. With white noise dis­pelled by solid color, Adora lays down the el­e­ments that con­sti­tute an in­spired life­style: crisp white shirts and cham­brays, colored ox­fords, and a Ri­mowa suit­case with which to trot the globe.

“As a brand that doesn’t have an on­line store, what we wanted was to show­case the cu­rated items found in Adora, tell a beau­ti­ful story, and [spread] it [through] our on­line spa­ces,” shares Ila­cad. As its min­i­mal­ist de­sign is wont to do, each post puts fo­cus on only the essen­tials. It’s as if to say we can do away with un­nec­es­sary flash, the fancy clut­ter and ex­cess, so long as the state­ment piece—or the

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