Joyce Wang Studio has announced the launch of Cabinet Cachet, a new sister studio based in London, dedicated to strategy, branding and marketing for spaces and places across the globe.

A conceptual counterpart to Joyce Wang Studio, Cabinet Cachet works with pioneers and visionaries in the world of luxury hospitality, retail and real estate, who share a passion for shaping leading hotels, Michelin-starred restaurants, private members clubs and landmark property projects.

“Cabinet Cachet was born from a natural evolution,” explains Joyce Wang, founder of Joyce Wang Studio. “As we transformed spaces around the world, clients increasingly turned to us to shape the guest journey. From narrative and identity to digital and marketing, we began designing the touchpoints that connect the spatial with the experiential. Out of this grew Cabinet Cachet, a dedicated studio with its own vision and direction under the leadership of our London team.”

The new creative studio is helmed by a team of trusted creatives who shape people, places and businesses into enduring brands with true cachet. Projects to date include the visual identity for a new restaurant concept in Hong Kong; product design, brand identity and the placemaking strategy for a Chicago Members ’ Club; and the strategic repositioning and collateral design for 12 Kennedy, a new headquarters for Joyce Wang Studio. Each Cabinet Cachet project is shaped by thoughtful storytelling and material knowledge, distilling architectural thinking into brand-driven visions.

Amal Yusuf, Director at Cabinet Cachet, adds: “We craft identities for people, brands and spaces. With the right strategy, cachet drives relevance, recognition and revenue. People become personalities, spaces become places, brands become beacons.”