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He builds brand identities through design, artistry
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WHO is he?
Ken Keflione is a French graphic designer who lives in Shanghai. After graduating from Central St Martins in London with an MA in fine arts, he traveled around Asia and settled in Shanghai in 2011. Today he shares his time between managing ROYALCLUB, a design studio he cofounded with his partner, Clemence, in late 2013 and his work as a street artist. He’s known as Keflione, and several of his shows and murals have been seen around the globe.
Tell us about some of your works and the one you are most proud of.
With ROYALCLUB, we work on various design projects, including graphic design/type design or illustration. We also build identities and branding for organizations. Our clients are from different industries and we like it. They are: Sprite, Coca Cola, Nike, ThyssenKrupp.
I’m particularly proud that we designed the latest Sprite can for the 音碰音 singing contest. As an artist, I did several crossover and performances in China and abroad for Puma, Heineken, Longines or Lane Crawford. One of the best experiences was to represent Shanghai last October during an event organized in Berlin by Heineken.
Are you currently involved with any projects?
Yes, more than ever. We’re currently working on the identity of a new high-end restaurant that will open in Shanghai in a couple of months.
We are also going to India for a few weeks before Chinese New Year to set up ROYALCLUB in Mumbai. It’s super exciting to be able to work in different places, and we really look forward to starting this new challenge and see what we can do there. In 2015 we will also launch a new business that will be art-related. It’s been in our minds for a long time and it‘s finally getting real.
Describe your design style.
It would be hard to describe our work in terms of style. In every project we focus on creativity and consistency. We love what we do and we want to deliver our customers the best, with brains and balls. So let’s say thoughtful and bold.
Where are you most creative?
I would say at ROYALCLUB’s studio, since we have a charming place in the former French concession area. We are in a villa that belonged to a French family back in the days. Apart from that, I feel that traveling and changing places is really good for inspiration and creation. Seeing new things, meeting new people ... as a creative person I really need this breath of fresh air every once in a while.
What do you collect?
I tend to collect caps and art and design books, but I’m not really into collecting objects.
Where would you most like to go in Shanghai?
The former French concession for sure. I like this small-town feeling and the mix of culture here. It’s what I find unique about Shanghai.
What will be the next big design trend?
Hopefully good and smart design! I believe that trend doesn’t really matter. But in terms of what’s happening, I can see that the design level has never been so high. Everyday we receive applications from young designers, and I can tell you all of them are really good.
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