Belvedere · 2023

Belvedere 10

Where the product is the system.

Belvedere 10

Concept design for Belvedere Maison's most elevated expression — a visual world built to live across day clubs, nightlife, dining, and retail, adopted into the brand book for global rollout.

Creative Direction Art Direction Brand World Design Spatial Concept

ClientBelvedere Maison · Paris

AgencySTADM

RoleCreative Director

3D DesignerPolly Zhang

Year2023

Distinct environments designed within one visual system

Global brand book — adopted by Belvedere Maison, Paris

Step distillation process — translated into a design motif

LVMH

Direct Maison engagement

The bottle was already a sculpture. Our work was to design the world it deserved to live in.

The Brief

A new icon, a new visual world.

Belvedere 10 is the brand's most elevated expression — distilled from a single rye harvest through a meticulous 10-step process, presented in a diamond-faceted bottle designed as an object in its own right. To celebrate its launch, Belvedere Maison in Paris commissioned a concept design study to define the visual and spatial language the new release would inhabit globally.

The deliverable wasn't a single activation. It was a brand world — flexible enough to scale across day clubs, nightlife, dining, retail, and event environments, while remaining unmistakably Belvedere 10 in every form.

Belvedere 10 — diamond-faceted bottle hero

The Approach

Take the bottle as the system.

The Maison's strategic insight was clear: Belvedere 10 is defined by its 10-step distillation process — a story of purity, rarity, and precision. The visual system needed to translate that story into form.

The decision was to treat the bottle itself as the design system. Its diamond facets, its ten-tier silhouette, its quiet architectural authority — all of it became the source code for the wider world. Every environment, every piece of point-of-sale, every surface borrowed its geometry from the bottle. The result was a brand world where the product wasn't an object placed in a space; the product was the space, scaled up.

My role was to draft detailed visual mocks for each environment — sketching composition, materials, proportions, lighting, and styling — then direct Polly Zhang as she rendered the world out in Blender. The decisions were authored at the concept level; the 3D was the medium of expression.

The Visual System

Diamond geometry. Liquid gold. Quiet authority.

The system was built on four anchors. The diamond facet — taken directly from the bottle and applied across architecture, furniture, signage, and ornamentation. A palette of white marble, brushed gold, soft ivory, and matte black — referencing the bottle's metallic banding and its sculptural restraint. A typographic system grounded in editorial luxury, never decorative. And a lighting philosophy that treated illumination as the way Belvedere 10 announces itself — backlit edges, halo effects, controlled glow.

The result was modular. The same DNA could read as sunlit and minimal by day, futuristic and noir by night, and ceremonial in retail display. One system, four moods, one unmistakable brand.

"The bottle was the brief. Every space we designed was a translation of it."

Working at the concept-design level for a Maison means designing for permanence — the visual decisions you make have to hold up across markets, across years, and across the countless local activations that follow. Every detail had to be considered both as a hero image and as a system rule.

The Brand World

One system. Four environments.

The brand world was designed across four distinct environments — each demonstrating how the system would flex while remaining recognisably Belvedere 10. The concept renders were developed as reference images for the Maison's brand book and as design blueprints for future market activations.

The brief was to deliver a world that any global market could adapt locally — a Bali day club, a Mexico City nightclub, a Shanghai vibe dining experience — without losing the integrity of the original design.

Environment 01

Day Club

Sunlit elegance. Natural materials — travertine, brushed gold, ivory upholstery — paired with angular geometric forms. Designed to read as a private members' terrace rather than a sponsored activation.

Environment 02

Night Club

Futuristic noir. Deep blacks, liquid gold, and diffused backlighting designed to mirror the glow of the bottle itself. The back-bar becomes the hero — illuminated, faceted, sculptural.

Environment 03

Vibe Dining

Reflective surfaces, sharp silhouettes, marble textures. Designed for the experiential dining moment — where guests sit inside the brand world rather than passing through it.

Environment 04

Event Bar & Sculpture

A signature outdoor event environment with a custom bar architecture and an ornamental geometric sculpture as the centrepiece — the bottle silhouette scaled to architecture.

POSM & Collateral

The system, at every scale.

Alongside the environments, we designed point-of-sale and collateral assets that carried the same DNA from a large-scale dining space down to a serving tray. The goal was that a guest walking past a Belvedere 10 retail end-cap, then sitting at a Belvedere 10 bar that evening, would feel they were inside one continuous world. System integrity at every scale.

Result

A brand world authored, adopted, and put on the shelf.

Maison

Concept design adopted into Belvedere Maison's global brand book.

The Belvedere 10 concept design was adopted into the Maison's global brand book as the reference visual system for the new expression — guiding how the product would be staged, sold, and celebrated across markets worldwide.

Working at the concept-design level for an LVMH Maison means authoring the rules that other teams then live inside. It's a quieter form of creative leadership — but it's the form that shapes how a brand looks for years after the launch is over.

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