In celebration of Shelflife’s 10 Year Anniversary, I utilised the coordinates and contour lines from the original and new Shelflife stores in Loop and Longmarket Street as graphic devices.
The morse code used in the repeat pattern is translated as, “Celebrating 10 years of Shelflife. A collaboration between Shelflife and Daniel Ting Chong.” The colour palette for the collection is true to Shelflife’s branding palette, which is predominantly orange, black and white. Nike celebrated this milestone with us by creating a 1 of 1 pair of Air Max 1’s for the collaboration.
Apparel Designer — Daniel Bradley
Stills & Design — James White
Videographer — Ramon Mellett