Lair 616
[Industry]
Boutique Furniture Showroom
[Services Provided]
Brand Identity, Visual System,
Brand Activation, Clothing Design
[Year]
2025
Lair is a boutique furniture showroom in Montclair, NJ, offering curated contemporary pieces, full-service interior design and a hidden pop-culture sanctuary of comic books tucked away behind the main floor. It is a destination for those brave enough to step into the beasts lair and try something daring, celebrating clients who view their space as a work of art. The store blends art, furniture, pop culture and lifestyle all under one roof.
Leading up to the official opening of the showroom, DecatoStudio was brought in to establish a complete brand identity and visual system to bring Lair to life. this also included a limited capsule collection of apparel and lifestyle accessories.
Bringing the beast's lair to life through a rich, grounded colour palette and custom logotype.
To avoid feeling heavy or dim, the new brand translates the candlelit warmth of a lair into a refined, luxury and grounded environment defined by deep green, rich black and soft golds.
Central to the logo is a custom wordmark featuring a swooping 'L' designed to represent the tail of a beast, paired with a discreet '616' emblem that nods to Marvel’s 616 universe and the comic book gallery tucked into the back. To give the brand extra depth across merchandise and apparel, we also created a hand-drawn snarling 'beast' illustration, expanding the identity into a full suite of secondary marks designed to sit alongside the primary logo.
