What kind of world can a mobile phone case play with?
From well-known hits to original shell protection designs, CASETiFY is one of the fastest growing tech accessories brands today. In the global technology accessories industry, CASETiFY has pioneered sustainability as the core of its product range, and the RECASETiFY program initiated by the brand encourages consumers to participate in environmental issues.
Since its inception in 2011, CASETiFY has elevated phone cases beyond protective tools to a medium of self-expression and spiritual transmission by creating durable materials and cutting-edge designs. Following last year's Shanghai K11 store, CASETiFY STUDiO Shanghai Xintiandi store was officially unveiled on January 12, serving as another window for the brand to interact closely with users. With the opening of CASETiFY STUDiO Xintiandi Space, we had a conversation with CASETiFY about co-branded creativity, sustainability and design aesthetics, as well as innovative experiences in new spaces.
CASETiFY STUDiO Shanghai Xintiandi store
In an era where almost all co-branding possibilities are explored to the limit, how a co-branded series can activate the user's nerves, and what successful elements it needs to have, is one of the most important propositions in today's global retail industry. Since 2013, when the American rapper Snoop Dogg brought a collaborative series, the "factor" of the collaboration has been deeply rooted in the brand culture, CASETiFY now has an enviable list of collaborations: Disney, Pokémon, Coca-Cola, DHL, to Jean-Michel Basquiat, Keith Haring, Louvre, etc. in the field of art, when it comes to the original intention of the collaboration, good ideas are still CASETiFY's first consideration.
CASETiFY in collaboration with the Louvre
"Collaboration only starts when there is a natural chemistry between the two organizations and both parties find excitement when they work together. At CASETiFY, we tend to work with creative brands, from large TV and film studios to musicians, artists, and museums. We are often drawn to creative people who also appreciate the extraordinary storytelling capabilities of CASETiFY accessories. CASETiFY brand side said.
A joint series by Jean-Michel Basquiat, a representative artist of the American Neo-Expressionism of the 80s
Starting from the joint series, CASETiFY takes technology accessories as the carrier to bring creativity in art, design, music and other fields into people's lives, which is also one of the original intentions of the brand. In the Yayoi Kusama-themed series in collaboration with M+ Museum, CASETiFY recreates the artist's classic polka dot world in the design, representing the story of the vision troubles she once endured, thereby conveying the healing power of art; Another collaboration is Jean-Michel Basquiat, a representative artist of the American 80s Neo-Expressionism, whose street abstract graffiti and crown elements release the unbridled and courageous to be true to himself in the joint series; Pop art guru Keith Haring also left playful graffiti on CASETiFY's phone case. CASETiFY defines these co-branded mobile phone cases as "pocket-sized pieces of art", which carries more value and connotation in addition to the protection function, attracting more and more attention from communities and consumers in different areas of interest.
A Yayoi Kusama-themed series in collaboration with the M+ Museum by CASETiFY
"We noticed the art field from the very beginning. Both classic and modern artists have had a huge impact on the tastes of our contemporary society, and this influence acts as a catalyst for new forms of self-expression every day", CASETiFY, "CASETiFY wants to encourage immersion in all types of art and creativity, because these (art and creativity) are the best way for people to express themselves fully. ”
At the beginning of the brand's establishment, CASETiFY launched an Instagram custom picture phone case, giving consumers the freedom to create
While constantly responding to the aesthetic needs of the market, CASETiFY has not neglected the attention to the origin of design and craftsmanship, and has always used high-quality materials and has a high degree of originality in design. With the iconic shell protection design and EcoShock™ cushioning technology, each case of CASETiFY has undergone strict high-altitude fall tests, achieving the ultimate in protection experience and one of the sources of good experience for users.
"CASETiFY has been working on research and development to continuously improve the drop resistance performance and standards offered by our protective cases to meet the requirements of our very diverse consumers. Everyone has different protection needs and different aesthetic tastes. Our signature protection design addresses both from the outside, while EcoShock™ cushioning technology strengthens the protection of the phone from the inside of the case, greatly reducing the impact when dropped. CASETiFY said in an interview.
In today's global consumer market, a good product must be sustainable. "Balancing technology, environmental awareness and design aesthetics is a must to be a leading brand, and we use R&D and design thinking to balance the three," says CASETiFY. "To date, CASETiFY has diverted tens of thousands of kilograms of used mobile phone cases from landfills, and as the only company with the relevant capabilities and technology, it won the Fast Company World Changing Ideas Award in 2022, ranking among the few Asian companies to receive this award.
In order to truly achieve its sustainable environmental mission, CASETiFY uses recyclable materials and plant-based materials to make mobile phone cases, and recycles mobile phone cases and recyclable packaging through Re/CASETiFY technology
In order to truly achieve the environmental mission of sustainable development, CASETiFY uses recyclable materials and plant-based materials to make mobile phone cases, and recycles mobile phone cases and recyclable packaging through Re/CASETiFY technology, while skipping the polishing step in the production process, leaving behind primary color eco-friendly particles that are not only more fashionable, but also provide users with a more environmentally friendly product experience.
In the RECASETiFY program, consumers can get a discount on shopping in stores by recycling old phone cases
Since 2020, CASETiFY has launched incentive programs for users in some stores. Consumers can recycle old phone cases and get shopping deals in stores, "which is a way for them to feel the direct benefits from recycling", while CASETiFY will strengthen its network of sustainable suppliers globally to meet the sustainability needs of its products.
Since officially entering the Chinese mainland market in 2022, the first offline retail store was located in Shanghai K11, and now CASETiFY has 24 stores around the world, which are located in Hong Kong, Japan, Seoul, South Korea, Bangkok and other places, these CASETiFY spaces located in the center of the city have their own personalities and similarities: bright and jumping colors and a sense of technology reflect each other. Just like the brand concept of CASETiFY "Show Your Colors", it gives consumers an open space to inspire.
CASETiFY STUDiO Shanghai Xintiandi store was designed by Crosby Studio, which specializes in using bold color palettes to create and express individualism. As a result, brand pink with a modern style and futuristic gray and silver as the main colors are widely used in the space.
CASETiFY STUDiO Shanghai Xintiandi Space
In the design of CASETiFY's retail space, the concept of sustainability and environmental protection is particularly important. It incorporates the overall theme and concept of Xintiandi Shopping Center, which is eco-friendly and nature-driven. A detailed introduction to the RECASETiFY recycling program and recycling device are set up on site, and consumers will generate coupons for the next purchase when they put in used mobile phone cases, so that each consumer can support and practice the concept of environmental protection with simple practical actions.
CASETiFY STUDiO Shanghai Xintiandi store has created two different shopping experiences, with a bright and transparent product display area at the entrance, providing an open and flexible product display, where consumers can view CASETiFY art, fashion, IP co-branding and multiple series of electronic accessories products. In addition, Xintiandi Space is specially equipped with CASETiFY Creative Capsule Space, which will regularly invite local artists, creatives and consumers to co-create through various forms of workshops and symposiums.
CASETiFY creative capsule space
As one of the important brand genes, CASETiFY invited young artists to create diverse art installations for the opening of the new space. Graffiti artist CHOSE created the "Two-Way Choice" graffiti art work, environmental installation artist Naolin inspired by the recycling and remolding process of RECASETiFY, created the "Rabbit Casting Flowers" art installation, through the concrete processing of the story, combining traditional hopscotch games with interactive installations, made of thousands of CASETiFY waste mobile phone cases, leading people into the new world of "natural jumping" environmental protection. At the same time, in the first month of the store, CASETiFY built a month-long RECASETiFY color tunnel in the Xintiandi STYLE I - STYLE II flyover corridor, stimulating more sensory experiences through close-up interactive installations.
Above: RECASETiFY color tunnel in Shanghai's Xintiandi Flyover Corridor
Slide below: Environmental installation artist Naolin created the art installation "Rabbit Casting Flowers" inspired by RECASETiFY's recycling and reshaping process; ARTIST CHOSEN'S "TWO-WAY CHOICE" GRAFFITI ARTWORK
CASETiFY STUDiO is based on the concept of connecting various ideas, from store design to CASETiFY creative capsules, making the space a platform for various ideas and a link between the local creative community. "We want consumers to be in this space, whether it's customizing the case, browsing, picking up collections from artists, designers, brands, or simply sitting down to take a selfie, it's all about expressing yourself in creative ways, connecting everyone's inner creativity through small accessories, and that's the experience we want to provide consumers."
W*: What is the composition of the development team at CASETiFY? How do you understand trends in pop culture and reflect them on your products?
C: Our business development team is made up of collaboration experts between different brands and has a good understanding of how to handle partnerships. We use many data sources to determine what CASETiFY collaboration users expect, a large amount of internal users, fashion trends and popularity data, and sometimes social media data analysis.
W*: From which joint series did CASETiFY make a breakthrough? What is the thinking and mentality within your team?
C: I think it started with my first partnership with DHL. It was a collaboration with a forward-thinking logistics company, and we had a lot of fun launching the product. In the first few hours of the launch of the joint brand, the market reaction was frenetic, and our web server was down due to too much traffic on the website. Our team realized that we had embarked on a new journey, and since then we have been looking forward to a bright future.
A joint series between CASETiFY and logistics company DHL
W*: When did CASETiFY's interest in the art field begin? Basquiat, Keith Haring, the Louvre is closer to the public in a more approachable way, what are the peculiarities of the joint collaboration in the direction of art?
C: We paid attention to the field of art from the beginning. CASETiFY has always regarded creativity as the core of every idea, and our cooperation with the art field can start naturally. Both classic and modern artists have had a huge impact on the tastes of our contemporary society, and this influence acts as a catalyst for new forms of self-expression every day, such as digital art, NFTs, which are more recent examples, while influencing popular TV shows and music. CASETiFY wants to encourage people to immerse themselves in all types of art and creativity, because these (art and creativity) are the best way for people to express themselves fully.
Above: Seoul GAROSU-GIL CASETiFY STUDiO
Below: Shanghai K11 CASETiFY STUDiO
W*: What kind of thinking and optimization does CASETiFY bring to the process and design? For example, the shell protection design and EcoShock™ cushioning technology, what kind of experience do you want to bring to users?
C: Our most fundamental idea is to combine the ideas in our minds with a pleasing aesthetic presentation. Since its inception, CASETiFY has been committed to research and development to continuously improve the drop resistance performance and standards offered by our protective cases to meet the requirements of our very diverse consumers. Everyone has different protection needs and different aesthetic tastes. Our signature case protection design addresses both from the outside, while EcoShock™ cushioning technology strengthens the protection of the phone from the inside of the case, greatly reducing the impact force when dropped.
Biopolymers, starch and bamboo fibers and ecotify materials are fused to make decomposable and recyclable bamboo fiber mobile phone cases.
W*: How does CASETiFY balance technology and design aesthetics when using eco-friendly materials in electronic accessories?
C: In the global consumer market, a good product must be sustainable. Therefore, balancing technology, environmental awareness and design aesthetics is a must to become a leading brand. At CASETiFY, we balance all three with R&D and design thinking. Re/CASETiFY perfectly demonstrates in an aesthetically pleasing way that different types of enclosures are recycled, making it a recognizable design element. Internal reinforcement technology also helps to improve drop resistance.
W*: How did the team at CASETiFY start focusing on sustainability and practicing sustainability? When you think of "sustainability", it's a big topic, how do you want consumers to gradually perceive it?
C:CASETiFY believes that as the impact of climate change has gradually increased in recent years, the global consumer market has become more aware of environmental issues. We want to further educate consumers about environmental issues by creating a strong plastic recycling program and engaging consumers in partnership with them, so that every link in the production chain contributes to more sustainable purchases.
W*: In the process of CASETiFY's sustainable development, have any brands, institutions and individuals given you important influence or inspiration?
C: In fact, in the global technology accessories industry, CASETiFY has always been a leading brand with sustainability at the core of its product range. Introducing sustainability topics to consumers is risky, as accessories are an important factor in generating plastic waste. However, today's global supply chains offer more opportunities than ever before to be produced in a more sustainable way. This requires companies to take responsibility for researching where they can be sustainably optimized, from the product to the packaging to the transport, and implement it in a consistent way so that consumers are aware of the added value of sustainable products.
CASETiFY STUDiO exhibition area
W*: The RECASETiFY project has always been the core embodiment of CASETiFY's environmental philosophy, how will it be presented in stores this time?
C: At the CASETiFY STUDiO Shanghai Xintiandi store, which officially opened on January 12th, we set up RECASETiFY mobile phone case recycling bin, consumers can exchange any brand of old mobile phone case for coupons to buy a new CASETiFY mobile phone case. In our new store, we continue CASETiFY's eco-friendly lifestyle aesthetics and build the mall's flyover into a unique RECASETiFY color tunnel. Through the new RECASETiFY mobile phone case recycling installation and artist Naohashi's artistic interactive installation "Rabbit Casting Flowers" inspired by the recycling process of Re/CASETiFY technology. We would like to tell you how we have made unremitting efforts to improve environmental issues through the RECASETiFY project, aiming to awaken the public's environmental awareness and hope to expand the concept of environmental protection to the retail experience of offline stores with practical actions.
Environmental installation artist Naolin "Rabbit Casting Flowers" art installation
W*: In your opinion, what kind of Chinese consumers do you think of CASETiFY? How would you like to connect with Chinese consumers?
C: Frankly, we're amazed by the enthusiasm of Chinese consumers. In particular, the younger generation has demonstrated their creativity and self-expression ability, and they have gradually expanded their global influence through social platforms and established their own characteristics of the times. In line with our slogan "Show Your Colors", we will continue to provide canvases (phone cases and other electronic technology accessories) to let their true selves shine, and we hope to collaborate with more local creators to bring colorful culture to the world.
Interview, written by: Mal
Design: EPH
EDITED BY HAN
Some images courtesy of CASETiFY