AMSTERDAM FASHION ACADEMY
V I S I O N
EDOQECX
Envisioning a future where clothing is not just consumed, but felt, understood and remembereda world where fashion becomes a medium for dialogue, connection and meaning
RECONNECTING PEOPLE WITH THE QUIET POWER OF CREATION
By curating intentional wardrobes and reinterpreting cultural heritage through a contemporary lens, SENI ATELIER crafts experiences to honour process, place and the personal
SENI ATELIER is an experiential fashion studio based in Bali, reimagining traditional craftsmanship as living, wearable narratives
Rooted in intentionality and dialogue, SENI exists at the intersection of design, storytelling and presence –where form becomes a medium of meaning
Creative rhythm unfolds through yearly thematic frameworks, with collections and activations released intuitively across the season
Each collection is a curated reexploration of culture, space and self featuring in-house designs, guest artists, collaborations and curated works
N T E R W O V E N
Every piece begins with purpose – from material to meaning C U L T U R A L . C O N T I N U I T Y
Transformation leads beyond preservation; heritage is reinterpreted with a modern lens, weaving past into new expressions
E X P E R I E N T I A L . D E P T H
SENI ATELIER is more than a retail store – it provides a journey that is immersive and storydriven
C R A F T S M A N S H I P
We honour the human hand; slow, skillful and soulful
NTERWO VEN INTERWOVEN
SEASON 01
I N T E R W O V E N
East Meets West S/S 2026
ATELIER’s debut collections begin with a , ploration into the art of weaving –- as and metaphor –- where stories, materials, entities cross, layer and form one another
East Meets West, past meets present and becomes dialogue
G A R M E N T S . W O R K
S H O P S . S P A C E .
S T O R Y T E L L I N G
O Q E C X
SENI ATELIER is more than a fashion studio; it is a living archive
Visitors step into a world where design and tradition share space -- not in contrast, but in conversation
Like an exhibition, the atelier is curated yet feels alive; it’s evolving, participatory, layered and human
From garments to workshops to visual storytelling, each element exists in deliberate tension
SENI ATELIER’S space unfolds in an immersive sequence; From conceptual entries into tactile workshops, each zone offers distinct services anchored in experience, education, and craft
FOLLOWING pages outline features of each space limited to current thematic framework: INTERWOVEN
Storytelling begins with immersion
Visitors move through spatial design compositions rather than racks
Includes digital and physical visuals and soundscape rhythms
Modern to traditional translations of design
Fashion becomes living archive and process is unveiled
Interactive experiences for all visitors
Allowing craft to return into conversation
Hands-on weaving and material-based activities for workshop attendees to reconnect with tactile origins of design
Ending the journey in form
This space blends retail with archives and allows visitors to take home memory, meaning and material
Limited collection garments, artist objects, handmade items, zines, postcards etc. are available – designed and selected to withhold theme
INTERWOVEN collections will feature objects and designs, including artist features or collaborations with designers intertwining structure with fluidity, traditiona with innovation, East with West
SENI ATELIER’s design ethos follows
SENI ATELIER’S primary logo is a sculpted wordmark –- a symbol of contemporary craftsmanship
This mark anchors the brand across all core touchpoints –- from digital to physical
It’s forms evoke motion within structure; shaped over fixed, refined over rigid p a c k a g i n g g a r m e n t . l a b e l s e v e n t . c o l l a t e r a l s t o r y t e l l i n g . c o n t e n t
L O G O . C O N S T R U C T I O N
The logo is built on proportional balance and fluid tension
Custom spacing and refined curves preserve legibility while honoring the nature of the letterforms
SENI ATELIER’S visual identity adapts with each together the primary wordmark with a seasonal gr
NTERWO VEN
01
This variation merges SENI ATELIER’S logotype with a bespoke background pattern to create a distinct identity
Used across campaigns, publications, and 2026 social media profiles
02
Inspired by organic rhythms of threadwork and abstract references the motion of weaving
Used as a stand-alone background or layered behind collection titles as a visual anchor
03
Identity is modular - Each element can function independently or combined Allows flexible branding across touchpoints while maintaining thematic integrity
h annual theme –- This layered variation brings raphic motif for 2026 capsule, INTERWOVEN
NTERWO VEN INTERWOVEN
NTERWO VEN INTERWOVEN
S/S 26 05
I N T E R W O V E N . L O G O
A custom logotype for SENI ATELIER’S 2026 THEME, INTERWOVEN, set in Circe Contrast
Appears on campaign materials, invites, and collection headers
Integration of SENI ATELIER, INTERWOVEN logotype and S/S wordmark
Used sparingly for press kits, presentations, and collection covers
NOTE . Logo wordmarks are not repeated if already present on page
XCEQOD XCEQODVL
ODV LH XCEQOD
A N O N Y M O U S .
P R O .
A B C D E F G H I J K L M
N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o
p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 0
Monospaced and utilitarian typeface chosen for its quiet presence and association with detail and annotation
Includes all text for internal communication,,
b o d y . c o p y
s e c t i o n . h e a d e r s
r e p o r t s . a n d . d o c u m e n t s
NOTE . Supports bold and italic styles Allow spaces for headers and short lists
XCEQODVL
Softly geometric and contemporary – This is used to frame narrative with lightness and spatial tone
Includes most brand expressions,,
p o s t e r . c o p y
v i s u a l . t i t l e . t e x t
i n . s p a c e . s i g n a g e
NOTE . Pair with image or motion when possible
Ornamental and expressive, this typeface is reserved for moments of elevation and identity reinforcement if any logo may not be present. Used sparingly to preserve impact
Includes selective headers,,
SENI ATELIER’S tactile identity is rooted in softness,transparency, and traceability
Stitched labels and sheer wrapping reinforce brand values; intentionality, craft, quiet presence
U S A G E
Label & packaging 01 for core garments in capsule collection
Label & packaging 02 for limited/custom pieces
Components can be used interchangeably if necessary
Print components serve as narrative signifiers and extensions to storytelling
All packaging, labels and print will be produced locally in Bali
NOTE A mix of digital and physical textures should be present in every collection to reflect SENI’s balance of tradition and refinement
Postcards as invitations and visual merchandising
Included with campaign imagery in envelope.A for select purchases
Also available as collectible souvenirs
G R A P H I C .
I R E C T I O N .
Poster designs should reflect a duality in style – archival texture and contemporary clarity
Initial design posters should serve as reference with designs balancing tradition and modernity, and adapting to yearly or seasonal themes whilst retaining core visual language
design style may photography, overlays, layouts, contrasts, or modern
Modular display pieces are used throughout the studio to contextualise SENI ATELIER’s explored themes, techniques or inspirations
A combination of imagery, text and textile references, these are interpretive signage for visitors to be guided through the narrative
NOTE . Tiles are designed and to be rearranged, collected, or expanded across seasons
A take-home visual guide is available at entry
In a one-sheet zine format, this foldable print introduces the thematic framework, featured works and artists, and studio layout –including a visual floorplan and abstract guidance
Design is both a navigation tool and collectible artifact to bridge spatial experience with personal reflection
