I LOVE UGLY

THE BRAND: I LOVE UGLY

THE PRODUCT:

-         LUCENT™ - ILLUMINATED FABRIC SYSTEMS

-            ADFRAME™ - FABRIC TENSION ADVERTISING SYSTEMS

TYPE: wall-mounted

INDUSTRY: fashion

APPLICATION: aesthetic treatment / brand messaging / promotional messaging / product messaging

GRAPHICS: full-colour dye-sublimated graphics - printed from supplied artwork

SIZES: various sizes, shapes & forms manufactured to specification on order

LOCATION: Silvia Park Mall, Auckland

OVERVIEW:

Retail is a fast-paced, ever-evolving environment—where brand presentation must be both impactful and agile to meet the shifting demands of today’s consumers. I Love Ugly, one of New Zealand’s most iconic streetwear brands, understands the importance of quality, design, and operational flexibility in every aspect of its customer experience.

Working in collaboration with their design partner, OneFrame was engaged to deliver a point-of-sale solution that not only showcased the apparel collection with clarity and style, but also supported fast and efficient changeouts. The Adframe™ Fabric Tension System was the perfect fit—its clean aluminium frame sits subtly proud of the surrounding joinery, giving each graphic a sense of depth, structure, and presence. More importantly, it enables the I Love Ugly team to refresh campaign imagery quickly and without specialist tools, making it ideal for the demands of fast-moving retail.

As part of the broader store fit-out, the brand also integrated a Lucent™ Illuminated Fabric Lightbox into the shopfront display. Featuring high-resolution dye-sublimated graphics and edge-to-edge backlighting, the Lucent™ system delivers a vibrant, high-impact image that draws attention from passing foot traffic and sets the tone for the in-store experience.

All systems were manufactured in-house by OneFrame, ensuring complete control over timeframes, quality standards, and system compatibility. This turnkey approach gives clients peace of mind, knowing that every component has been fully tested and assembled prior to installation.

This project highlights how thoughtful integration of design, performance, and flexibility can deliver a retail environment that is both operationally efficient and visually elevated—perfectly aligned with the bold identity of I Love Ugly.