Lulla / Sea Room lynn Lulla Kamakura promotional brand video

CONTEXT

The D2C women's brand Sea Room lynn, developed by LEMONADE Inc. (CEO Azusa Yamato) is a brand with the concept of a lifestyle brand for "strong women who love the sea and the city" which celebrates its 10th anniversary this year.

As an extension of their apparel brand, Azusa Yamato created LULLA Kamakura, a three-story structure with a total floor area of 250 square meters and an additional 80 square meters rooftop. Accommodating up to four guests, the villa offers breathtaking views of the sea, beach, and sky, encapsulating the essence of the brand name SEA (sea), ROOM (room), and LYNN (elegance).

YL Projects was tasked with creating a promotional video and an interview showcasing this newly created guesthouse.

INSIGHT

Coming from a background of fashion and art, Azusa Yamato possesses a strong sense of design and strong direction. She carefully chose I IN design studio to create the clean, feminine and gentle space that is LULLA Kamakura. I IN is known for their work across luxury brand stores, offices, homes, and restaurants, offering a graceful and vibrant space. This villa features custom-made Japanese furniture, creating a unique space with meticulous attention to detail.

Guests can enjoy a rich home party in the open dining kitchen, taking advantage of Kamakura’s abundant seafood and mountain produce, or unwind in a luxurious 2.4-meter-long bathtub with views of the ocean. The villa combines the private space of a vacation home with the luxury of a hotel and can also be used as a photography studio.

IDEA

We wanted to match the unparalleled level of design made by I IN and the direction from Asuza Yamato by providing a visual experience that not only gives the viewer a sense of the world of Sea Room lynn but also brings forth value and deeper understanding that might not be apparent for the every day customer.

The name "LULLA" is a combination of "Lull," meaning calm, and the initial "A" from the producer Azusa. The layout, materials, furniture, and details are all elegant and unique, projecting a sense of softness and grandeur. The space itself reflects Sea Room lynn’s poised personality, beautifully harmonized.

The videos aim to convey this by highlighting the small details that make up the whole space of the house while also capturing its brand philosophy. Following the melodic rhythm of the ocean and the glimmers from reflecting light coming in through the windows, the videos express the uplifting feeling of being in a beautiful space and location. Together with videographer DIN and composer Marty Hicks who created atmospheric music fitting the warm interior and narrative, the result is a beautiful visual narrative that not only heightens the unique design but also weaves together the inspiring story of the owner Azusa Yamato.

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